15-min show delay is to accommodate latecomers: Exhibitors; Cinemas should offer an ad-free option: Moviegoers

Exhibitors, however, say it’s not just about squeezing in ad revenue. Those ads, they argue, buy crucial minutes for latecomers. Start the movie exactly on time, and you risk half the audience missing the first 20 minutes – while the rest are distracted by the chaos of people finding their seats in the dark.

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