A new law could force movie theaters to list the actual start times of features allowing viewers to skip lengthy commercial intros.
The bill was proposed by Senator Martin Looney of New Haven, Connecticut on January 21.
The legislation would, ‘require that each movie or listing include, and separately list, the scheduled start time for (1) the movie trailers and s that precede the advertised or listed movie, and (2) the advertised or listed movie.’
Looney says he put forward the bill as a way to save his constituents’ precious time after being contacted by disgruntled members of the public.
‘It seems to be an abuse of people’s time,’ Looney told the Register Citizen. ‘If they want to get there early and watch the promos, they can.
‘But if they just want to see the feature, they ought to be able to get there just in time for that.’
Several movie theaters including AMC, the world’s largest movie theater chain, already include disclosures which state that audiences should allow around 20 minutes for commercials.
However, independent cinemas warned the measure could prove disastrous for business, as it would discourage advertising partners from shelling out on commercials.
‘Announcing the start time of the actual movie would definitely disincentivize our business partners’ video messaging which would have a direct negative impact on our financial stability in an already so challenging environment,’ Peter H. Gistelinck, executive director at the Avon Theatre in Stamford told the Citizen.
Cinemas of all sizes have been struggling across the US especially since the pandemic.
More than 3,000 screens are estimated to have shuttered since then as the industry battles to recover.
This week it emerged that the Alamo Drafthouse had laid off 70 staff at its New York locations amid a box office downturn.
But Looney told KNOE he anticipates his bill will pass as it has cross-party support.
‘There are usually bigger issues than movie times, and I’m a sponsor of most of those, as you may know,’ he explained.
‘But this is something that’s a matter of truth in advertising and that people are complaining about.
‘I’ve gotten a number of calls from constituents that say, “Oh, yeah, I feel that that’s outrageous that I’m stuck there for a half an hour watching stuff before a movie actually starts and make me late for dinner after I had to pay a babysitter more”.’
‘Those are real practical issues that come up.’
It comes after film writer Richard Zoglin demanded theatres reveal their movies’ actual start time, after routinely sitting through more than 30 minutes of adverts, previews and fillers.
He said the ballooning number of promotions combined with the self-indulgence of leading directors has left some movie-goers facing four hours in their seats at some screenings.
And he has warned the industry risks driving away the customers it is still struggling to recapture in the wake of the pandemic.
‘I love going to the movies, but it’s becoming harder to justify that ordeal at the multiplex, rather than waiting a few weeks for the film to show up on Netflix or Amazon Prime,’ he told the Washington Post.