I love going to the movie theater. Or, at least, I used to.
When I was growing up, my family did not have a lot of money, and so it was a rare treat to go to the theater to see a movie. As a young college student, I got hired as a projectionist at a small movie theater in New Hampshire, and I absolutely loved it. There were many late nights, after splicing all the movie reels of a newly-delivered film together, that I would sit with my brother and my closest friends to sneak preview the movie until the small hours of the morning.
To me, the experience of a larger-than-life movie on a larger-than-life screen is thrilling. I love the smell of popcorn and the auditory onslaught of music and explosions from the sound system. I love seeing all the movie posters for upcoming films.
I especially love the movie trailers. It seems to me that lots of other people do too; of some 10-billion videos watched annually on the internet, movie trailers rank third, after news and user-created video. To me, the experience of watching the trailers is an important part of the theater experience. It's like the appetizer before a great meal, or if the meal turns out to be bad, it can save the memories of the evening. The same can be said about movie trailers; how many times have you heard that the trailers were the best part of the movie?
I took my sons to the theater today to see "Despicable Me". This was only the second time my children have been to the theater, and I was probably more excited for them than they were about seeing the movie. However, I was dismayed to find out that my movie experience has been sold out. Before the trailers (but after the trivia and random bits of information), a number of commercials were run for everyday products, such as deodorant, and other health and beauty aids. I was horrified, even though my children didn't know any different.
To me, the practice of running product advertisements before the movies is like going to a nice restaurant and being served airline peanuts before the appetizers and meal. It cheapens the rest of the meal. What's worse is that in the movies, you're a captive audience so to speak. You can't change the channel, and most people aren't likely to get up and stand in the hallway while the ads are running. I can practically see the advertising executives greedily rubbing their hands together and laughing wickedly.
Sadly, I know this is just the start. I wouldn't be surprised if at some point in the next decade, films will take regular commercial breaks, or display ads in a running ticker along the bottom of the screen.
I sincerely hope I'm wrong about that.
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