A new law could force movie theaters to list the actual start times of features allowing viewers to skip lengthy commercial intros.
The bill was proposed by Senator Martin Looney of New Haven, Connecticut on January 21.
The legislation would, ‘require that each movie advertisement or listing include, and separately list, the scheduled start time for (1) the movie trailers and advertisements that precede the advertised or listed movie, and (2) the advertised or listed movie.’
Looney says he put forward the bill as a way to save his constituents’ precious time after being contacted by disgruntled members of the public.
‘It seems to be an abuse of people’s time,’ Looney told the Register Citizen. ‘If they want to get there early and watch the promos, they can.
‘But if they just want to see the feature, they ought to be able to get there just in time for that.’
Several movie theaters including AMC, the world’s largest movie theater chain, already include disclosures which state that audiences should allow around 20 minutes for commercials.
However, independent cinemas warned the measure could prove disastrous for business, as it would discourage advertising partners from shelling out on commercials.