As if commercials before movies weren’t bad enough, consider this: The more you pay to enter the theater, the more time you might spend waiting for the film to roll.
In an unscientific survey of 14 screenings on five area theaters — three corporate multiplexes and two independents — we found that the Pickwick Theatre in Park Ridge, with a $5 evening admission, sneaked in just five minutes of previews, and no commercials, before each film.
AMC’s River East 21, however, packed a $7.50 matinee screening of “Bringing Down the House” with almost 20 minutes of commercials and previews (see chart) — and didn’t begin the commercials until four minutes after the POSTED: 1 p.m. start time.
It’s a vexing issue for many moviegoers, who continue to see prices rise and start times lag. Two class-action lawsuits filed in the Circuit Court of Cook County in February have brought the issue into focus, with one suit accusing Loews Cineplex Entertainment Group of failing to start movies at POSTED: times and deluging “captive audiences with unannounced and unwanted advertisements.” The other suit is against Classic Cinemas.
Loews responded in a statement: “We believe that this lawsuit is frivolous and completely without merit. The exhibition business has a long tradition of providing information, entertainment and advertisements prior to feature films, including previews for upcoming motion pictures. In fact, the movie-going public has come to expect this type of content prior to viewing the main feature.”
The statement closed, “We are committed to providing our patrons with the best overall movie-going experience and believe that this pre-feature content on the whole enhances the experience.”
Is one’s viewing of “The Hours” really enhanced by first watching Celine Dion drive an assortment of Chrysler vehicles through the desert for a minute?
Theaters receive money from advertisers based on average attendance, but Pickwick owner Dino Vlahakis stopped showing commercials about five years ago: “I didn’t care for them. I didn’t think the money was worth it. [Advertisers] base it on how many people come through your door, and I was getting about $200 to $250 per week.”
Despite his shunning ads, Vlahakis doesn’t think the class-action suit has much merit.
“If [the suit is] successful, people will start suing the Cubs, then the Bulls,” because the games did not start exactly as posted, he said. “People will be suing the Super Bowl.”
Vlahakis, however, said he does understand why suit was filed. And not showing ads does seem to make a difference to customers, he said. “It’s come up a lot [since the lawsuit], and customers have said, ‘We’re glad you’re not showing commercials.'”
The only negative: “People who are used to ads come a little late and miss the beginning, but that’s rare.”
At right, a look at the ACTUAL: starting times for movies compared with the POSTED: start times at five local theaters.
AMC’S RIVER EAST 21 (322 E. Illinois St.)
“Old School”
Projector rolls: 2 min. late
Commercials (9): 5 min. 15 sec.
Trailers (5), PSAs: 12 min. 5 sec.
Ads for Match.com and “Six Feet Under” DVD. Trailers include “Head of State” and “Willard.”
Posted: 12:15 p.m.
Actual: 12:34 p.m.
Total delay: 19 min.
“The Pianist”
Projector rolls: On time
Commercials (7): 4 min. 31 sec.
Trailers (3): 6 min. 12 sec.
Trailers include “Against the Ropes” and “Bringing Down the House.”
Posted: 12:45 p.m.
Actual: 12:55 p.m.
Total delay: 10 min.
“Bringing Down the House”
Projector rolls: 4 min. late
Commercials (8): 4 min. 45 sec.
Trailers (7), PSAs: 13 min. 12 sec.
Ads include Academy Awards on ABC. Trailers include “The Lizzie McGuire Movie” and “Bruce Almighty.”
Posted: 1 p.m.
Actual: 1:22 p.m.
Total delay: 22 min.
GARDEN CINEMAS AT OLD ORCHARD
“The Hours”
Projector rolls: On time
Commercials (5): 3 min. 11 sec.
Trailers (4): 7 min. 46 sec.
Trailers include “Le Divorce” and “Seabiscuit.”
Posted: 7:20 p.m.
Actual: 7:31 p.m.
Total delay: 11 min.
“Tears of the Sun”
Projector rolls: On time
Commercials (6): 3 min. 41 sec.
Trailers (5): 10 min. 50 sec.
Trailers include “Basic,” “Phone Booth” and “Terminator 3.”
Posted: 7:40 p.m.
Actual: 7:54 p.m.
Total delay: 14 min.
“Old School”
Projector rolls: 2 min. early
Commercials (6): 3 min. 40 sec.
Trailers (4): 9 min. 46 sec.
Ads include Cingular, Chrysler and Coke. Trailers include “Head of State” and “Anger Management.”
Posted: 8 p.m.
Actual: 8:12 p.m.
Total delay: 12 min.
CROWN VILLAGE 18 (7000 Carpenter Rd., Skokie)
“Pool Hall Junkies”
Projector rolls: On time
Commercials (5): 3 min. 18 sec.
Trailers (3): 8 min. 10 sec.
Ads include moviefone.com, Chrysler. Trailers include “Anger Management” and “Dysfunctional Family.”
Posted: 9:20 p.m.
Actual: 9:31 p.m.
Total delay: 11 min.
“The Hours”
Projector rolls: 3 min. late
Commercials (4): 2 min. 48 sec.
Trailers (3): 8 min. 5 sec.
Ads: moviefone.com, Coke, Chrysler and M&Ms. Trailers include “How to Lose a Guy in 10 Days.”
Posted: 9:30 p.m.
Actual: 9:45 p.m.
Total delay: 15 min.
“Tears of the Sun”
Projector rolls: 4 min. late
Commercials (4): 3 min. 18 sec.
Trailers (4):9 min. 23 sec.
Ads include moviefone.com, Coke and Chrysler. Trailers include “Holes” and “Identity.”
Posted: 9:50 p.m.
Actual: 10:07 p.m.
Total delay: 17 min.
PICKWICK THEATRE (5 S. Prospect Ave., Park Ridge)
“The Hours”
Projector rolls: On time
Commercials: None
Trailers (2): 4 min. 3 sec.
Trailers: “Against the Ropes” and “Gods and Generals.”
Posted: 7 p.m.
Actual: 7:04 p.m.
Total delay: 4 min.
“Lord of the Rings: The Two “
Projector rolls: 2 min. early
Commercials: None
Trailers (3): 5 min. 18 sec.
Trailers: “Piglet’s Big Movie,” “Daddy Day Care” and “The Core.”
Posted: 7:30 p.m.
Actual: 7:33 p.m.
Total delay: 3 min.
“The Pianist”
Projector rolls: On time
Commercials: None
Trailers (2): 4 min. 24 sec.
Trailers: “The Recruit” and “Charlie’s Angels: Full Throttle.”
Posted: 8 p.m.
Actual: 8:04 p.m.
Total delay: 4 min.
MUSIC BOX (3733 N. Southport Ave.)
“Spider”
Projector rolls: On time
Commercials: None
Trailers (4): 8 min. 9 sec.
Trailers include “Cowboy Bebop” and “Winged Migration” and a Music Box promotion.
Posted: 7 p.m.
Actual: 7:08 p.m.
Total delay: 8 min.
“Amandla!”
Projector rolls: 2 min. late
Commercials: None
Trailers (3): 6 min. 41 sec.
Trailers: “Spider” and “Chaos,” and a Music Box promotion.
Posted: 7:40 p.m.
Actual: 7:48 p.m.
Total delay: 8 min.
