Going to the movies often means sitting through a block of ads and trailers before the actual film begins. But what if you could skip all that? U.S. Senator Martin Looney of Connecticut has proposed a bill that would require cinemas to clearly disclose both the start time of previews and the actual time the movie begins.
Currently, when a movie is listed for 2:00 PM, audiences expect a lengthy pre-show of 15-30 minutes filled with trailers and ads. This longstanding practice has become a frustration for many moviegoers, with some even skipping theaters altogether due to the excessive wait time. Looney’s proposal, as reported by The Daily Mail and Vulture, aims to give audiences the choice: arrive early for previews or come just in time for the main feature.
In an interview with The Register Citizen, Looney explained his reasoning:
“It seems to be an abuse of people’s time. If they want to get there early and watch the promos, they can. But if they just want to see the feature, they ought to be able to get there just in time for that.”
While this transparency could be a win for moviegoers, it may present challenges for cinemas. Theaters rely heavily on in-cinema advertising revenue to stay afloat, especially as they continue recovering from pandemic-related losses. If fewer people watch these ads, advertisers may invest less, potentially putting additional financial strain on struggling cinemas.
With over 3,000 theater screens lost since the pandemic, the industry is already in a delicate position. While Looney’s bill could enhance the movie-watching experience for audiences, it also raises questions about the economic impact on theaters. Will this change benefit movie lovers without further harming an already fragile industry? Only time will tell.
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Source: Dark Horizons
Photo Credit: Paramount/The Sun/Disney
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