From the
New York Times:
Ads to Admit That if Showtime Is 8, Movie Time Will Be 8:10 I hope this catches on, as the pre-movie commercials are a pet peeve of mine. I would much rather pay a dollar extra to see the film than have to sit through ads (well, ads other than trailers for movies, 'cause those are technically ads, too).
Maybe if it becomes popular, and if people consistently start showing up late, movie theaters will get the message and stop what should've never started in the first place.