/ Travel & Leisure

I go to the cinema to watch films – not 19 adverts

People bored and asleep at cinema

Everyone expects some ads when they go to the cinema, but 19 just kills the whole experience. Is it just my local cinema abusing the ad breaks or is this a widespread problem that needs to be addressed?

I’ve recently come back to the UK after living in China for two years, and one of the things I was really looking forward to was going to the cinema to see all the new films.

Western film releases are heavily controlled in the People’s Republic, with only the endlessly repetitive comic-book hero blockbusters making it into the multiplex.

So, I couldn’t wait to watch the latest releases. Until, that is, I actually went to my local cinema.

Too long to wait for the film

I know that cinemas are finding the current economic climate tough, but the number of ads the audience is forced to sit through is over-the-top.

Last night, before I watched the screening of Tinker Tailor Soldier Spy the audience was subjected to 19 adverts, five film trailers, one booming sound system trail and an excruciating Orange phone break ‘turn your phone off’ reminder. It was 28 minutes before the ‘8pm’ screening actually started – no wonder the man in the next row started snoring!

And that’s not my worst example. Nearly 50 minutes of bum-numbing tedium preceded my trip to see ‘Harry Potter and the Second Half of the Book that was Too Long to Make into One Film’. The audience nearly cried with relief when the film classification certificate appeared on the screen – there was sarcastic hand-clapping all round.

Ads are having the opposite effect

As far as I’m concerned, making me sit through so many adverts actually reduces my desire to buy any of the products I’ve been exposed to. I resent paying my ticket fee to be forced to watch ads for three different types of beer I won’t drink and four separate ads for a car I would rather throw myself in front of than have to watch again (and will certainly never consider driving now).

I wouldn’t mind a couple of adverts followed by some tempting trailers for future films, but 19 is just too many. Is my local cinema in the minority with this extended ad break before the film? I hope so, because it’s really making me reconsider my desire to go to the cinema. I go to be entertained, not bored and frustrated.

Aled says:
5 June 2012

Just visited the local Odeon to watch Promethius and had to sit through a staggering 30 minutes of adverts for rubbish beer, mobile phones, junk food, sweets, rubbish films that no-one in their right mind would want to go and watch – Abraham Lincoln vampire slayer – give me a break…………

Incidentally why can you not skip adverts on legally purchased blu rays and dvd’s???? No problem with the copied ones…..

Won’t be going again and will be laughing my ass off next time I hear the industry whining about their profits waning.

I also noticed the “premier seats” extending into what would normally be the normal seating rows and the whole experience has become a shameless tatty stealth raid on my wallet just like a Ryan Air flight….

David says:
25 November 2012

Yep, went to see the bond film recently and loved the film, but the cinema-going experience as a whole was horrible. Some guy had bought his toddler along; a chap next to me was chatting with his kid, explaining what was going on in the film; babies crying; and a staggering 30+ mins of brainwashing before the film – and I’m sitting there thinking, I paid for this!?!

I think there are some great films being made, even now, and would like to support them, but for me, the industry at large has nothing but contempt for its customers.

Went to Vue Cinema in Inverness to watch the latest Bond movie, paid in advance. The advertised start was 8.30pm. We arrived at 8.15 to pick up tickets after travelling 30 miles and then queued to get in the cinema at just before 8.30pm.

Thus began what can only be described as an assault of booming advert after trailer with all the usual explosive noises, including even an advert to do with the film we were waiting to see. Finally, at 8.58pm, sickened and with a sore head, my friend and I got up and left – made sure we got money back.
When i asked how long the trailers usually lasted, a Vue employee said it changed from film to film, so there was no way to know when to arrive.

What a joke! After paying £8.50 you get assaulted by stuff you never wanted.

There needs to be a change in the law to stop this – let them say when the film begins – in your house you have a switch to turn the dross off, but not in the cinema.

The answer to not to go then they will ago away. Down loading a film to watch at home is an all together a better experence