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We all know that frantic race to get to the cinema on time, only to sit there for what seems like an age watching trailer after trailer.
When you've practically sprinted to your screen and bypassed the popcorn for fear of missing out, it can be more than a little frustrating when you remember you've still got half an hour of adverts to sit through first.
Half an hour of your precious time that you've pretty much paid to give away...
So we were in agreement when we saw Money Saving Expert Martin Lewis stay from his usual bread and butter to voice his opinion on the matter.
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Went to cinema yest for 8:45pm showing, but it was 9:17 before the film actually started.
CINEMAS we pay to see films! Fine show 5/10min of ads & trailers, but this inflation to 33mins isn't on. Either cut pre-screening times, or tell us actual start times too.
RT if u agree.
- Martin Lewis (@MartinSLewis) October 6, 2019
In a less than impressed tweet, he wrote: "Went to cinema yest for 8.45pm showing, but it was 9.17 before the film actually started.
"CINEMAS we pay to see films! Fine show 5/10min of ads & trailers, but this inflation to 33mins isn't on. Either cut pre-screening times, or tell us actual start times too."
And it's not just us who agreed, as 78,000 people quickly flocked to support Martin by 'liking' his post.
Hot Fuzz director Edgar Wright even gave the tweet high profile backing as he shared the tweet on his own page, with the caption: "Agree with this one hundred percent. In the UK the amount of commercials (less so trailers) before a movie is insane. 30 mins is way too long."
Speaking to LADbible, Martin said he didn't expect so many people to care so much, but echoed his call for more "transparency" from cinemas.
He explained: "I do a lot of campaigns on serious issues - this wasn't one of them. This was a frustrated tweet after I had been to the cinema. I get that [cinemas] want us to see trailers, but they are getting longer and longer.
"A lot of has come out from this tweet - for example, it's not easy to keep a child sitting in a chair for 20 minutes and people are having to spend more money on baby sitters, which is an added expense."
Martin also pointed out that disabled people, who may have incontinence, may be disadvantaged by the wait time.
"We understand that they want us to watch the trailer but there needs to be more transparency over it," he concluded.
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