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Why I Do Not like Advertising in the Cinema....

Summary/Abstract: The author wonders what is the purpose of displaying commercials in cinemas before the screenings, often for half an hour, when the research shows that most of the viewers either do not remember them or arrives purposefully late. According to researchers and critics, commercials are one of the reasons for systematic viewership in the cinema. Considering the prices of advertising in the cinema, at most screenings (except for blockbusters), one could stop charging for tickets, as the profit from the sale of tickets is only a small percentage of cinema advertising revenues. In this system, the movie becomes only a tool for advertisers. Art does not count. Artists have long noticed this, for example Richard Serra or Wim Wenders.

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