The advertised start time on your ticket may not always be the exact time the film begins. This raises the question – how long should you expect to wait before the movie actually starts? We have gathered information from major cinema chains in the UK and consulted with experts to provide an answer.
According to the Cineworld website, advertisements and trailers typically run for 30-45 minutes before the film begins. The cinema also advises customers to collect their tickets at least 20 minutes before the listed start time to make the most of their visit.
On the other hand, Odeon claims that their pre-show is usually shorter, averaging at 15-25 minutes. However, this can vary depending on the performance and may be considerably less. They recommend arriving on time to avoid missing the start of the film.
At Everyman cinemas, the pre-show usually lasts 25 minutes, but this may vary for special events, ranging from 15-40 minutes. Showcase Cinemas did not provide specific information on their website, but in response to a customer’s inquiry on social media, they stated that the pre-show is approximately 20-25 minutes long.
Vue cinemas offers a more precise estimate, stating that most films have around 20-25 minutes of advertisements and trailers before the feature starts. They advise customers to be in their seats at the scheduled start time to avoid missing any of the film.
Karen Stacey, the chief executive of Digital Cinema Media (DCM), which supplies advertisements for major chains such as Odeon, Vue, and Cineworld, told media outlet Sky News that the average wait time is 24 minutes – with 12 minutes for ads and 12 minutes for trailers. This remains consistent for all films and showtimes, with 95% of DCM’s schedules following this formula. Stacey also noted that this timeframe allows for a staggered entry for the audience and generates revenue for the cinema. However, she added that any pre-show longer than 30 minutes is rare as cinemas aim to maximize the number of films they can show each day.
There are no set rules or procedures governing the length of cinema advertisements. Kathryn Jacob, the chief executive of cinema advertising company Pearl & Dean, stated that the length is determined by the cinema itself. Factors such as demand from advertisers and the films being showcased may influence the length of the pre-show.
Despite the wait time, research by DCM shows that cinema advertising is highly effective, with viewers paying more attention to adverts shown in the cinema compared to other media. It is also highly trusted, with a survey by IPA Touchpoints claiming that nearly 100% of respondents trust what they see in the cinema.
For avid cinema-goer Bill Boswell, the pre-show is a minor inconvenience compared to the overall experience of watching a film on the big screen. He sees it as a way to support the cinema and appreciates the entertainment value of the adverts and trailers.
However, there are some drawbacks to consider, such as parking and additional costs for extended wait times. Independent or community cinemas may offer a shorter pre-show, with some even opting to skip advertisements altogether. The Draycott Community Cinema, run by volunteers in Somerset, aims to keep their pre-show to a minimum and only includes trailers for upcoming films and important information for the audience.
In conclusion, while the average pre-show time may vary between cinemas and events, the general consensus is that it is approximately 24 minutes long. It is ultimately up to the cinema’s policy, but research shows that viewers find the pre-show to be a part of the overall cinema experience.