Sony Pictures' CEO urges cinemas to cut ad reels before films

The head of Sony Pictures Motion Picture Group has reportedly called on cinema operators to rethink the increasingly lengthy pre-show experience, warning that excessive advertising could be turning audiences away.

Speaking at CinemaCon in Las Vegas, chairman and CEO Tom Rothman urged theatre owners to cut down the roughly 30 minutes of trailers and commercials that often run before films begin, according to Variety.

Rothman did not mince his words on stage, reportedly telling exhibitors to “get rid of the endless advertising” and significantly shorten pre-show segments.

He argued that frequent moviegoers have adapted by arriving late to skip ads, a habit made easier by reserved seating, resulting in missed trailers and, ultimately, wasted promotional opportunities.

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His comments come as the industry continues to rebuild post-pandemic. Rothman reportedly said the 2026 box office is poised for a strong rebound, following early successes from films such as Super Mario Galaxy Movie and Project Hail Mary, though overall attendance still lags behind pre-COVID levels.

Beyond pre-show advertising, Rothman reportedly reiterated his long-standing stance on theatrical windows, calling on exhibitors to hold firm and prioritise films that commit to longer cinema runs over those that quickly shift to streaming or on-demand platforms.

He also reportedly stressed the need for greater affordability, noting that rising living costs have made audiences more price-sensitive. Lower-cost viewing options, he suggested, could help bring moviegoers back into cinemas.

At the same time, Rothman continued to advocate for a balance between franchise blockbusters and original storytelling. While Sony’s upcoming slate includes sequels to established hits such as Spider-Man and Jumanji, it also features original and adapted titles including The Breadwinner, Klara and the Sun and The Nightingale.

The focus on uninterrupted viewing moments also comes as platforms beyond cinemas rethink how ads show up during high-engagement content. Earlier this week, YouTube said it is rolling out new features aimed at helping creators sustain engagement during peak live moments, while expanding monetisation options across formats and devices.

At the centre of the update is a new system designed to “protect the vibe” of livestreams. The platform said it will automatically hold back ads when live chat activity spikes, allowing creators to maintain momentum during key moments without interruption.

A similar shift towards giving users greater control over ad exposure has been unfolding across social platforms. In March last year, Reddit introduced a feature allowing users to hide ads from their feeds. By selecting “hide” on an ad, future ads from the same advertiser are muted for at least a year, after which users can choose to hide them again, according to a post on Reddit’s Safety thread.

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