USA Today is reporting that moviegoers will be subjected to ever-increasing amounts of pre-movie advertising in the coming year. Supposedly we can expect up to 20 minutes of advertising prior to the movie trailers.

Personally, I love movie trailers and am quite annoyed when other advertising is interjected before the upcoming attractions begin. If a movie is scheduled to start at 8:00pm then I want the lights to dim and the movie trailers to begin showing right at 8:00pm. I do not want to sit through 20 minutes of advertising and then 10 minutes of upcoming attractions and have the movie I paid for actually begin at 8:30.

Some pre-movie material I do enjoy. The Coca Cola student films are always enjoyable. However, I don't want Sprite ads or MovieTickets.com/Fandango ads taking up my time after the scheduled start time. Yes I enjoyed the Lego ads, but just because I enjoyed them doesn't mean others didn't hate them.

I am perfectly fine with the theatre running high quality video advertising before the lights dim instead of the current crop of bad music and community college slideshow advertising. However, when the time on the clock matches the time on my ticket I want the lights to dim and the movie (and movie trailers) experience to begin. Sometimes the trailers are more exciting than the movie...