The modern moviegoing ritual has quietly shifted, with audiences timing their arrivals to skip what many see as an overstuffed prelude. According to Variety, Sony Pictures Motion Picture Group CEO Tom Rothman used his CinemaCon appearance in Las Vegas to deliver a pointed message to theater owners about the growing length of pre-movie advertising.
A Direct Message to Exhibitors at CinemaCon
Taking the stage at the event, Rothman did not soften his stance, urging exhibitors to rethink the extended blocks of trailers and commercials that now precede films. “Get off the ad crack,” he said, before calling on theaters to “get rid of the endless advertising and substantially shorten the long pre-shows.”
The issue, as he framed it, is not merely one of annoyance but of diminishing returns. With many screenings now front-loaded with roughly 30 minutes of content before a film begins, audiences have adapted by arriving late. As Rothman put it, “don’t even see the trailers,” turning what should be a key promotional tool into “enticements gone to waste.”
The remarks came as Rothman struck a cautiously optimistic tone about the theatrical business overall. He pointed to a potential rebound in 2026, fueled in part by major releases like “Super Mario Galaxy Movie” and “Project Hail Mary,” while acknowledging that attendance still has not fully recovered to pre-pandemic levels.
Beyond advertising, Rothman reiterated a long-held position on theatrical exclusivity. He urged exhibitors to remain firm on release windows, arguing that a stronger commitment to keeping films in theaters is essential to the ecosystem. “Enforce longer windows,” he said, adding, “Yes, even if that means you cannot play every film.”
