bad news:
5/4/05:
Loews Theaters is today making headlines for announcing its intention to include warnings with its published showtimes. If a newspaper or website gives 7pm as the time for Kingdom of Heaven, for instance, an included disclaimer will point out that the actual feature may start closer to 7:15. This addition comes as a response to complaints nationwide regarding the amount of advertising that audiences are subjected to before the movie.
This could create a few problems. Not all movies feature the same length of preshow materials. Disney films are contractually void of non-trailer commercials. The new Star Wars, on the other hand, will feature over twenty minutes worth. Many people already come late to movies, intentionally or otherwise, and interrupt the opening sequence of, say, The Hitchhiker's Guide to the Galaxy, trying to get children situated, taking jackets off while standing, blocking your view. Now the assumption that one needn't be on time for a film could become standard. The only good that may come from Loews' idea is that the chain might sell more concessions since less customers will bypass the food stand thinking they might miss the feature. Hmm. Could this be what Loews was planning?
Other companies (the one I work for included) have been starting projection 3 to 5 minutes early with the idea that the product ads will spool through before the actual showtime. I've experienced complaints that some movies start too early (whether it be the aforementioned Disney 'toon or the result of anxious projectionist/managers hoping to get out ahead of schedule) and that accidental late starts should exclude the ads or face lawsuits (customers have the notion that omitting, or restarting or fast forwarding, is that simple). Really, the only solution is to cease the advertising altogether. Unfortunately, that is the last option in the minds of theatre owners.
Article comments
1 - Eric Olsen
thanks FC, very iteresting stuff about the biz
2 - AF
Is it true Century has a no ads policy?
3 - -E
Heh, I often forget what the movie going experience is like in a "real" theater. Why? The theater I frequent here doesn't show advertising. They have a few upcomming trailers, but generally its clips from old shows or films by the actors/director of the feature to be shown. It's a riot. But then, they also serve food and booze there too.