It sucks. Basically the film industry just snuck up behind you and pinched money from your wallet whilst one of their minions did an amusing dance to keep you from noticing.I no longer go to the cinema. Not just because of the ad thing but because it is getting ridiculously expensive. I mean they are no longer just taking the cash from your wallet but your entire wallet including the photo of the Jonas Brothers hidden behind your licence (I know it’s there).
A movie watching platform I haven’t yet given up on is the renting process. I go to my local DVD shop, choose a film and go home to watch it – nothing new or observant about that. The problem is once you put the DVD in and desperately attempt to skip the other ads and scare tactics against film piracy you reach the DVD menu. The DVD menu use to be a boring screen to merely alert you to the functions of the disc – play, extra features, set up and so on. DVD menus are now fully interactive with stuff happening all over so you get taken in and forget this is just another form of trailer ruining your viewing experience. If I haven’t seen a film before and the DVD menu comes on it does the exact same thing as a trailer would in that it shows all the decent bits and not even in a well edited version as the trailer would be but rather just the funny moments with no context and no narrating voice stating the obvious.Why are they doing this? I get that they want the menu to represent the film but COME ON don’t ruin it for me! Someone that has seen the film over a dozen times can’t complain about the menus but if this is the premiere screening for that person then... GRRRRR! There are no words to describe.
All I can say is that I’m not surprised people download movies... at least then you don’t have to endure the film being tarnished before it has even begun.