Most of us know - all too well - the confused panic of racing to a screening of a movie, only to find out once you've sat down that it doesn't start for another 30 minutes.
From there, you're forced to sit through endless trailers for a mixture of films, most of which, you have no intention of seeing until the one you paid to watch eventually begins.
Well, everyone's favourite financial boffin Martin Lewis has taken a stand against massive cinema chains and asked them to tell punters the correct start time for their films.
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In an irate tweet, the MoneySavingExpert said: "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."
Since the tweet was posted yesterday, it has received more than 74,000 likes and been retweeted more than 50,000 times.
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It has even garnered support from Hot Fuzz director Edgar Wright, who shared the tweet 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 says he didn't expect his flippant complaint to strike such a chord, but says there is clearly an issue that needs to be addressed.
He explains: "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.
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"Also for many people who are disabled, who may have incontinence for example, it may not be easy for them to sit in that position for a long time.
"It would help if they just told us that the trailers start at eight and the film will start five minutes after 8.30pm - they could even lock the doors after that if they wanted.
"We understand that they want us to watch the trailer but there needs to be more transparency over it."
He added: "I think you could see a chain become the first to be clear about this with customers. They could see it as a USP. I would love to see a chain do it."
Featured Image Credit: PATopics: UK News, TV and Film, Interesting, UK Entertainment
