These sorts of cases only stereotype further the sometimes TV-like atmosphere of People’s Court (where’s Judge Judy when you need her?!). Still, as moviegoers, how many times have we sat in a movie theatre cursing our way through the endless storm of ‘Got Milk?’ ads, ‘patiently’ waiting to be shown the movie we paid over $10.00 to see (that price tag of course, doesn’t include the extra $10.00 - $15.00 on snacks)? For that alone, will Chen Xioamei become a cult hero for moviegoers across the globe? No, probably not. The fact that this case was accepted in a court of law is surprising at best, but still, you have to give her credit: when most people are too chicken to complain about poor projection quality, Chen Xioamei is taking the art of complaining to a whole new level of whining. Oh, as for the movie she was watching the night the commercials never died? Well, it just happened to be China’s top-grossing domestic movie of all-time, Aftershock - a movie about the aftermath of the 1976 earthquake in the city of Tangshan, China that was responsible for the deaths of over 240,000 people. Ah, perspective: where would many of the People’s Court cases be with it?
On a personal note, I am strongly against the deplorable escalation of commercial advertising in movie theatres. Such a concept would have seemed outrageous in the late 1990’s! Yet here we are, not that many years later, and every time we go to the Cineplex to see a mainstream movie, we’re blasted with several minutes of commercials! Commercials are an inevitable price to pay for watching TV at home; however, unlike watching TV where the viewer can turn the channel, a movie theatre audience is held captive to the whims of advertising agencies. Perhaps cases such as Chen Xioamei’s are not as preposterous as they first seem. Perhaps, just perhaps, Chen’s outward courage (if not eccentricity) will have laid the groundwork for doing the unthinkable: challenging the advertising magnates.
Source: guardian.co.uk
It is clear that theatres are using commercials as a source of extra revenue. Ten years ago the only thing before a movie was a set of promos for future releases (which is fine with me). There is NO financial justification for adding common commercials to the presentation other than good old fashioned GREED.
Posted by: Kathy | 09/13/2010 at 10:38 AM
Has anyone ever rented a DVD and tried to fast forward to the movie? The big red hand says "no"
But seriously "emotional distress?" This woman is in serious need of a life, I hate loud noises and traffic who do I sue?
Posted by: Sue Middleton | 09/13/2010 at 09:40 AM
If your siting at home and from your TV/cable/Satelite provider your order/pay for a Video on demand how many comercials prior to the start of the movie would you tolarate?
Posted by: Richard | 09/13/2010 at 02:14 AM
mike watson your an idiot! of course I can understand buses and subways also tv stations to put ads because thats how they make money to broadcast these FREE tv shows, but I should NOT have to sit through 20min of ads when I just forked out money to buy tickets and concession CrAP! oh and we goto movies to enjoy the MOVIES not the ads
Posted by: brian | 09/12/2010 at 11:24 PM
It sounds pretty obvious, if the operators are not making enough money from the people actually coming to watch the movie along with the concessions, then they should be in another business.
Posted by: Tom | 09/12/2010 at 07:43 PM
Not to be the one to jump to the cinema's defence, but the current state of Hollywood has forced them to look to advertising to just stay alive. These days, theatres are expected to hand 90-95% of their ticket sales over in the first few weeks of a movie's release. Needless to say, those first few weeks are where the real money comes in. To compensate, theaters have had to charge phenominal rates for snacks and beverages, and had to give screen time to corporate sponsors. This expectation from Hollywood is also why you no longer see small theaters playing the new releases; they simply cannot afford the loss of initial sales volume, and still be expected to pay the additional royalties and one time fees incurred for the big blockbuster hits.
Posted by: Paul Mundane | 09/12/2010 at 06:28 PM
Chen Xiaomei has my vote.
It is also emminently reasonable to show how long promotional segments will be. Many times I've found myself squirming at the ten minute mark.
Posted by: George | 09/12/2010 at 05:31 PM
When commercials first came to my local big-screen theatre, I complained bitterly to the manager, who thought I was crazy. I resent paying a fee to get bombarded with advertising. I love movie trailers, but not product advertising - and have you noticed that at the movies, many of the individual commercials are longer than on TV?? As well, anyone who watches much TV can attest that now for popular shows and movies, the commercial breaks (consisting of up to 15 commercials in a row that I have counted) are longer than the segments of the show betwen them. Now we rent/download/buy movies and tape TV shows to avoid commercials. I wonder if the advertisers understand how fed up many consumers are with the constant bombardment and interruptions to what is supposed to entertain us. Are they not consumers too?? Why don't they get it??
So let's hear it for the woman from China - I thought about doing the same thing, but sadly I just continue to sit in the theatre and talk to firends during the commercials, as most of the people around me do. We all sit there and wait for the day that they actually interupt the movie with them. After all, why not - we all accepted this first invasion so quietly.
Posted by: Commercial overload | 09/12/2010 at 03:32 PM
Thank you!
Posted by: RunningFrog | 09/12/2010 at 02:51 PM
I admit to a certain fascination with the commercials, because it's the first time I'm viewing them! Without a TV, I find it refreshing to see pictures to the words I've heard only on radio. Some commercials are goan worthy, some just plain gross, but sometimes a commercial is clever, witty and fun! The commercials give one time to go to the bathroom, pick up snacks, take your coat (and hats, please) off and generally get settled in for your movie. I will admit, however, that the first time it happened to me, I was unpleasantly surprised. It has taken me awhile to find the lighter side of commercials in theatres.
Posted by: Plantpal | 09/12/2010 at 12:36 PM
And that's why I download all my films - to avoid all that commercial crap.
Posted by: axiom | 09/12/2010 at 12:07 PM
The problem is not that commercials are shown prior to the movie, the problem is that they delay the scheduled start time. And to top it off, most Hollywood "films" (especially Children's movies) are feature-length ads.
Posted by: Mike | 09/12/2010 at 10:03 AM
And this is why I don't go to the movies any more. Drives me crazy.
Posted by: Jayne Isfine | 09/11/2010 at 11:45 PM
Having worked in cinema exhibition for over ten years, I must say I applaude the lady's efforts. Theatres make their money off concessions, not box office, and ad revenue is just added income to pad the bottom line. Trailers for up-coming films is one thing, but the seemingly endless parade of commercials is getting ludicrious.
Posted by: Rod | 09/11/2010 at 11:25 PM
Right On John! Should they ban advertising in Subways and buses now??
The whole reason to go a movie is to enjoy the time you have there with friends and family. The coming attractions and commercials actually add to the anticipation of the start of the Feature!
Posted by: mike watson | 09/11/2010 at 08:53 PM
1) Tell this lady to get a life!Her "fifteen minutes of fame" are over.
2)Did it occur to her that the theater owner's run those commercials in order to pay salaries and other costs. Did she think the movie theater fees covered all their costs? Did any other patrons complain or just her??? UNBELIEVEABLE!!
Posted by: JOHN ADAMSON | 09/11/2010 at 08:45 PM
it wont be long and there will be comercials in the middle of the movie
Posted by: dude | 09/11/2010 at 08:14 PM
I haven't stepped in movie theater in over 10 years, and now they have commercial at the beginning? well another reason why I would rather watch the movie at home.
Posted by: Johnny | 09/09/2010 at 11:02 AM
I agree. I can't stand these stupid commercials. I want to see what I paid for. I want to see upcoming trailers as my precursor to the movie, not frigging Kraft Dinner and Kia commercials. I could stay home and watch TV for that crap. It's hard enough to stomach at home, never mind in the theater where commercials don't belong.
Posted by: Darrell | 09/09/2010 at 10:53 AM