The hill I will die on: Cinemas have been getting away with lies. Films should begin on time | Jeffrey Ingold

Cinemas have been running ads for 20 minutes before feature films, but they can be upfront about it. A better solution is to begin films on time. The writer recalls being deceived by a North Finchley Vue cinema that sold tickets for a 7.15pm showing of The Odyssey, only to begin ten minutes late at 7.45pm after numerous ads. This has led them to despise the deceitful practices of cinemas.

They refuse to follow their friend who waits for the ads, as she knows her local cinema runs ads for 22 minutes. Cinemas should be accountable like a play, where a ticketed start time is respected; otherwise, people would be annoyed if a performance began hours late. The writer argues that with movies lasting almost two hours and pre-show advertising lasting 20-30 minutes, it's time for cinema to change.

Films should start promptly on time, just like a play, with ads starting earlier. The Connecticut senator tried to pass a bill in 2025 to disclose accurate movie start times, but it was weakened to a "working group" due to resistance from cinema operators who feared losing revenue if advertisers pulled back. To succeed where the senator failed, the writer suggests getting rid of assigned seating, making the ticket price a flat fee regardless of seating location.

This way, if you want a good seat, you must arrive early and endure the ads. It's time for cinemas to respect the audience and their time.