Loews Cineplex Entertainment will begin advertising movie showtimes with a note saying most movies actually start 10 to 15 minutes later because of all those commercials, public service announcements and previews.
The note will start appearing in newspaper and Internet listings for the theater chain beginning next month, said John McCauley, Loews' senior vice president for marketing. Loews owns 200 theaters nationwide.
The change was a response to complaints from moviegoers, he said.
Yet, McCauley said he thinks few people will arrive later because of the notice.
"We still think people enjoy coming early, getting their popcorn, finding their seats, talking amongst one another," he said. He's backed by a poll that suggests that a majority of moviegoers don't mind the ads.
Not according to moviegoers interviewed earlier this year by CBS News.
"I rush to the theater to get a good seat and then I have to watch the ads," one patron complained to Early Show contributor Laurie Hibberd.
"I didn't pay money to sit and watch commercials," another griped.
"We hate it; we want it to stop!" exclaimed yet another.
The cinema ads and previews bothered one Connecticut state representative so much, he decided to do something about it.
Andrew Fleishman said he "put in a bill that would simply require movie theaters to tell the truth — that when they're advertising or creating a listing, that they let us know not just when the previews and ads start, but also when the feature film begins."