Sony Pictures chief Tom Rothman urged theater owners to cut down the roughly 30 minutes of trailers and ads before movies. "Get off the ad crack," Rothman told the audience at CinemaCon this week. "Get rid of the endless advertising and substantially shorten the long pre-shows." Variety reports: He noted that frequent moviegoers now show up a half hour late to avoid all the spots (something that reserved seating has made easier than ever before). Rothman said that means many people "don't even see the trailers," which results in "enticements gone to waste." Rothman predicted that the 2026 box office, which has already benefitted from hits like "Super Mario Galaxy Movie" and "Project Hail Mary," will rebound in a big way. But he acknowledged that attendance still trails pre-pandemic levels. Rothman has been a vociferous defender of the big screen, pushing studios to embrace longer windows so that movies will stay in cinemas longer. That was a theme that Rothman returned to at CinemaCon, pressing exhibitors to hold strong and agree not to show movies that quickly appear on streaming services or on-demand platforms. "Enforce longer windows," Rothman said. "Yes, even if that means you cannot play every film." In addition to stumping for exhibition, Rothman has practically begged Hollywood to invest in new stories along with all the franchise fare. In a recent New York Times op-ed, for instance, Rothman, the longest-serving studio chief, wrote, "For all the success of films driven by existing intellectual property, originality is essential to movies. Neither movie theaters nor the art form itself can survive without at least some originality. After all, you can't make a sequel to nothing."

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