A bold call to rethink the modern theater experience

A direct message from Tom Rothman

April 14, 2026 – In a moment that has sparked widespread conversation across the film industry, Tom Rothman, chairman and CEO of Sony Pictures Entertainment, publicly criticized the growing trend of extended pre-movie advertisements in theaters. His blunt remark urging exhibitors to “get off the ad crack” reflects a growing frustration not just within Hollywood, but among audiences who increasingly feel that the theatrical experience is being diluted.

Rothman’s comments were not made lightly. As a seasoned executive responsible for major theatrical releases, his perspective carries weight. He pointed directly to the excessive runtime of trailers and commercials—often stretching to 20 or even 30 minutes—as a major issue that needs urgent correction.

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The rise of long pre-show advertising blocks

Over the past decade, cinema chains have steadily increased the amount of content shown before a film begins. What was once a brief sequence of trailers has evolved into a lengthy block of advertisements, promotional partnerships, and branded content. This shift has been largely driven by revenue pressures faced by theater owners, especially in a post-pandemic landscape where attendance remains inconsistent.

For exhibitors, pre-show ads represent a critical income stream. However, Rothman’s criticism highlights a growing imbalance. The focus on maximizing ad revenue may be undermining the very product theaters are trying to sell—the cinematic experience itself.

Audience frustration reaches a tipping point

Moviegoers have long voiced frustration over delayed start times. A film scheduled for 7:00 PM rarely begins at that exact moment, often pushing the actual start closer to 7:20 or later. This disconnect between listed showtimes and actual screenings has eroded trust and convenience for audiences.

Rothman’s comments resonate strongly because they echo what many viewers already feel. In an era where streaming platforms offer immediate access with no interruptions, theaters cannot afford to create friction. The longer the wait, the more audiences question whether the theatrical experience is worth it.

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A competitive threat from streaming platforms

The criticism also comes at a time when theatrical releases are facing intense competition from digital platforms. Companies like Netflix and Amazon Prime Video have redefined audience expectations around convenience and control. Viewers can start content instantly, pause at will, and avoid advertisements entirely in many cases.

This shift in consumer behavior has forced traditional studios and exhibitors to rethink their strategies. Rothman’s statement suggests that the industry must prioritize audience satisfaction over short-term monetization tactics. If theaters fail to adapt, they risk losing relevance in an increasingly digital entertainment ecosystem.

The studio-exhibitor tension

Rothman’s remarks also highlight an underlying tension between studios and theater owners. While studios like Sony Pictures Entertainment depend on exhibitors to showcase their films, they also have a vested interest in ensuring that audiences have a positive experience.

Excessive advertising can negatively impact audience perception of a film before it even begins. By the time the feature starts, viewers may already feel fatigued or irritated, which can subtly influence their overall reception. For studios investing millions into production and marketing, this is a risk they cannot ignore.

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Economic realities versus audience experience

Theaters argue that extended pre-show content is necessary to maintain profitability, especially with rising operational costs and fluctuating attendance. Advertising revenue helps offset these challenges, allowing cinemas to stay afloat in a difficult market.

However, Rothman’s criticism suggests that there must be a balance. Over-reliance on ads could become counterproductive if it drives audiences away. The long-term sustainability of theaters depends not just on revenue streams, but on maintaining a compelling and enjoyable experience that cannot be replicated at home.

Industry-wide implications and potential change

Rothman’s comments may act as a catalyst for broader industry discussions. If more studio executives begin to voice similar concerns, exhibitors could face increasing pressure to revise their pre-show strategies.

There is potential for compromise. Shorter, more curated pre-show segments could maintain advertising revenue while respecting audience time. Additionally, clearer communication about actual start times could help rebuild trust with moviegoers.

The conversation also opens the door for innovation. Theaters might explore alternative revenue models that enhance rather than detract from the viewing experience, such as premium formats, exclusive content, or interactive elements.

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Final Thoughts

Tom Rothman’s sharp critique underscores a critical moment for the theatrical industry. As cinemas navigate financial pressures and evolving audience expectations, the balance between monetization and experience has never been more important. His call to “get off the ad crack” is more than just a provocative statement—it is a warning that the current trajectory may not be sustainable.

For theaters to remain competitive, they must prioritize the very thing that makes them unique: the magic of the big-screen experience. Reducing excessive pre-show advertising could be a small but significant step toward restoring that magic and ensuring that audiences continue to choose theaters over their living rooms.

FAQs

Q1: What did Tom Rothman say about movie theater ads?
He criticized theaters for showing up to 30 minutes of ads and trailers before films, urging them to reduce the excessive pre-show content.

Q2: Why do theaters show so many ads before movies?
Pre-show advertising is a major revenue source for theaters, helping offset operational costs and fluctuating ticket sales.

Q3: How do long ads affect audience experience?
Extended ad blocks can frustrate viewers, delay the actual movie start time, and negatively impact the overall theater experience.

Q4: Are streaming platforms influencing this debate?
Yes, platforms like Netflix and Amazon Prime Video offer ad-free or minimal-ad viewing, raising audience expectations for convenience.

Q5: Could theaters reduce ad time in the future?
If industry pressure increases and audience dissatisfaction grows, theaters may adjust their pre-show strategies to strike a better balance.