Movie Patrons Demand End to Pre-Show Ad Overload, Legislation Proposed
In a bid to curb the growing frustration among moviegoers over the excessive amount of advertising and trailers shown before films, a Democratic senator has introduced legislation that would require theaters to disclose the exact start time of movies.
Senator Martin Looney of Connecticut submitted Senate Bill 797 on January 21, calling for movie theaters to clearly state on all tickets the time the feature presentation will begin, including advertisements and trailers.
"I believe the current practice is an abuse of people’s time," the 76-year-old senator told local media outlet The Register Citizen. "If people want to come early and watch the ads, they can. But if they just want to see the movie, they should be able to come just in time for that."
Looney has received numerous complaints from constituents who expressed their annoyance at having to sit through extended pre-show content, often forgoing other commitments and incurring additional expenses.
"I find it outrageous that I should get stuck sitting there for a half hour watching ads before the movie even starts and then I’m late for dinner and I’ve already had to pay for a babysitter…" one constituent told KNOE.
While the legislation aims to address a widespread consumer concern, it could potentially have unintended consequences for independent theaters.
Peter H. Gistelinck, executive director of the Avon Theatre Film Center in Stamford, voiced his reservations to local reporters. "Announcing the start time of the feature would most certainly discourage our business partners from running advertisements, which would directly and negatively impact our financial stability in an already very challenging environment."
Ironically, many of the largest theater chains in the United States already provide information on their websites about the duration of pre-show content. According to industry publication IndieWire, AMC, one of the world’s largest cinema operators, notes that patrons should "plan to arrive approximately 20 minutes prior to showtime."
Independent Theaters Fear Financial Fallout
Independent theaters, with their limited resources and reliance on advertising revenue, would be disproportionately affected by the proposed legislation.
Without the ability to generate income from pre-show advertising, these theaters may struggle to stay afloat, further reducing diversity and choice for moviegoers.
"I think that independent theaters deserve the right to continue to have their way of advertising so they can support themselves," said one patron quoted by The Register Citizen.
Industry Response
The National Association of Theatre Owners (NATO), which represents movie theater owners, has expressed concern about the potential impact of the bill on its members.
In a statement, NATO President John Fithian argued that the proposed legislation would "unnecessarily burden" theaters and "limit the ability of movie theaters and filmmakers to provide a full and immersive experience for audiences."
Fithian also pointed out that the issue of pre-show advertising is a matter of consumer choice, noting that "the vast majority of moviegoers arrive at the theater with ample time to enjoy the pre-show content."
Consumer Perspective
Moviegoers are divided on the issue. Some welcome the prospect of shorter pre-show times, while others value the opportunity to catch up on trailers or advertisements.
"I don’t mind waiting a little bit before the movie starts. I like to watch the trailers and I think it’s a good way to get into the mood for the film," said one patron.
Others expressed frustration with the lengthy pre-show experience. "It’s ridiculous how much time is wasted on advertising. I just want to see the movie I paid for," said another.
Conclusion
The proposed legislation in Connecticut highlights the growing tension between moviegoers’ desire for shorter pre-show times and the financial needs of independent theaters. As the issue continues to be debated, it remains to be seen how the movie industry will adapt to the changing consumer landscape and ensure a positive experience for all.
