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Originally posted by: Bossk
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Originally posted by: JediSage
There has been a lot of backlash about that. There's a chain on the East Coast called Loews that has announced that they will advertise the actual start time now, not the time commercials/previews start, like in the past.

We have Loews out here in the Midwest as well. I wonder if this will be the case for all of them. More power to them. I'll be curious to see if there is any advertiser backlash.

When are they starting to do this?

I believe they've already started.

The advertisers won't really have anything to say about it in the short term, IMO. Mostly because people are starting to sue the theaters over this. Again, IMO: This will lead to the theaters and studios putting commercials in DURING the movie. I don't think this will happen soon, however in ten years? I can picture that easily. That's why I'm building my home theater when I get into the new house.

Also, keep in mind that for the big movies like ROTS, people will still need to get there early to get a good seat. Who knows how it'll end up?