Sony Pictures Chief Issues Message to Cinema Operators
Tom Rothman, Chairman and CEO of Sony Pictures Entertainment’s Motion Picture Group, has called on cinema operators to dramatically reduce advertising and trailers shown before movies begin. Speaking at CinemaCon 2026, Rothman urged theaters to “get off the ad crack” and “get rid of the endless advertising” while substantially shortening pre-show content.
Rothman’s comments highlight growing frustration with pre-movie advertising blocks. He noted that moviegoers have begun deliberately arriving 30 minutes late to screenings as a strategy to skip extensive trailers and advertisements shown before the feature presentation. This behavioral shift suggests that excessive advertising is impacting audience satisfaction and attendance patterns.
The remarks represent an unusual stance from a major studio executive, directly addressing a consumer pain point during CinemaCon, the primary convention for cinema operators. Rothman’s public advocacy for reduced pre-show content signals potential industry-wide discussions about balancing advertising revenue with audience experience. The comments suggest Sony Pictures believes streamlining pre-movie offerings could improve customer retention and address the problem of intentional late arrivals driven by ad avoidance.