What time you should actually arrive at cinema to avoid adverts
The time on your ticket is 7pm, but you already know it’s not going to start then.
So, what time do you get to the cinema?
If you’re arriving at 7.10pm, you’re almost certainly safe, but any later and you may cut it fine.
Here, we’ve gathered information from the UK’s major cinema chains and spoken to experts about how long you can expect adverts and trailers to run until the main event actually begins.
Cineworld
According to the Cineworld website, ads and trailers “normally last between 30-45 minutes before the actual film begins”.
The cinema also asks customers to collect tickets at least 20 minutes before the listed time “to make the most of their visit”.
Odeon
There appears to be a shorter wait at Odeon, which claims advert and trailer length is “typically 15-25 minutes” – but this varies with each performance and can be “considerably less”.
“We always recommend to avoid disappointment you arrive with enough time to enter the screen at the scheduled performance start time,” the website says.
Everyman
There’s a wider range at Everyman, which says it plays 25 minutes’ worth of adverts and trailers.
But beware – “the length of ads and trailers varies for special events and it can be between 15 and 40 minutes, subject to type of event”.
Pic: PA
Showcase
There isn’t any specific information on the website and we got no response when we reached out to them, but Showcase did respond to a customer on social media on this very question.
In a May 2022 tweet, the cinema said: “The advertised time is when the adverts/ trailers start and are approximately 20-25 minutes long before each show.”
Vue
Vue offers a more precise window: “Please be aware that most films have around 20 to 25 minutes of ads and trailers before the feature starts.”
Its only recommendation is to be in your seat at the time stated so you “don’t take any chances in missing the start of your film”.
‘In general, it’s 24 minutes’
Karen Stacey, the chief executive of Digital Cinema Media, which supplies advertisement for the likes of Odeon, Vue and Cineworld, told Sky News the wait is typically 24 minutes – 12 minutes for ads, and 12 for trailers.
his remains true whatever the film and whatever the time of day, with about 95% of DCM’s schedules “exactly the same”.
“It’s very formulaic, that’s what consumers are used to,” she said. “By making it consistent in length, people are always happy to come and join in.”
She said 24 minutes gives schedulers enough time to prepare the film and allow a more staggered entry for the audience – while also bringing in revenue.
Any longer than half an hour, though, is “rare”.
“Cinemas want to have as many films in as possible and they want to be mindful they don’t finish too late in the evening,” Ms Stacey said.
“My experience working with them is they are quite strict.”
Pic: iStock
Are there rules over the length?
As the above suggests, there aren’t any set rules or procedures governing cinema advertising length.
Kathryn Jacob, chief executive of cinema advertising company Pearl & Dean, said the length was determined by the cinema.
“Some cinemas take only one ad, like the BFI IMAX, and the maximum length is determined by the cinemas themselves,” she told Sky News.
“Factors determining the length depend on demand from advertisers and the films that a cinema might want to showcase to the audience that’s at the screening via trailers.”
Cinema policy is the key decider and she said research has shown audiences find advertising in cinema “part of the entertainment”.
Do viewers like the adverts and trailers?
Ms Jacob may have a point.
According to research published by DCM, advertising in cinemas is more effective than in any other media.
For a 60-second advert in the cinema, viewers will watch 48 seconds, which is a far higher proportion than TV or social media.
It is also highly trusted, with DCM citing a survey by IPA Touchpoints claiming nearly 100% of respondents say they trust what they see in the cinema – for comparison, 75% trust TV adverts.
Avid cinema-goer Bill Boswell, who pays £18 a month for an unlimited pass at Cineworld on the Isle of Wight, said he was happy to wait.
“I know that these adverts help pay for the cinema to run,” he told Sky News. “The cinema is my place to escape, so it’s good for my mental health and I would not want to lose it.
“If I watch at home, I can sometimes reach for my mobile phone, but a film on the big screen would get my 100% attention, so I just accept the pre-show adverts.”
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But what are the drawbacks?
The main thing Mr Boswell considers is his car, as his nearest Cineworld offers three hours of free parking.
“I would sometimes plan on 30 minutes of trailers and work back so I can fit the free parking in, as the cinema costs enough already,” he said.
“If the film is more than two and a half hours, I park outside town and walk to the cinema.”
Consumer expert Martin Lewis raised parking tickets as one of the issues in a 2019 tweet, in which he said he waited 33 minutes for a film to start.
Responding to one user, he said greater clarity would help customers to save on parking tickets and babysitting, while giving “legitimate expectation”.
“And there’s no rigorous research that prices [cinema tickets] would go up – they’re often set by market demand,” he added.
Are there alternatives?
If you want to avoid the pre-show altogether, your best bet might be independent or community cinemas.
Draycott Community Cinema, for example, is the only cinema in the Somerset village and is run by volunteers.
Pic: Draycott Community Cinema
Committee member Chloe Haywood told Sky News they are always debating how long to make their pre-show.
They try to keep it to two short trailers, often without any adverts – though they are planning to find a sponsor later this year.
“We do find that it sets the audience up for the screening,” she said, referring to their brief pre-show.
“We don’t have trailers for long. They’re to advertise the next two films, any local news that might be of interest, and then standard ‘switch off your phones’ type info.”
Entertainment
BAFTA Games Awards: Astro Bot tops leaderboard – with psychological horror close behind
Astro Bot was the big winner at this year’s BAFTA Games Awards, taking home five prizes, including the coveted best game.
The 3D platformer, which was launched to critical acclaim in September to mark PlayStation’s 30th anniversary, was nominated for eight gongs, while Senua’s Saga: Hellblade II, led with 11 nods.
But in the end, the critics – some of whom had dubbed Astro Bot a “perfect game” – were right as it dominated the awards at London’s Queen Elizabeth Hall, hosted by comedian Phil Wang for the second year running.
Astro Bot. Pic: Team Asobi
Nicolas Doucet with his five awards for Astro Bot. Pic: PA
BAFTAs for audio achievement, game design, animation, and best family game completed the set for developers Team Asobi, who designed multiple galaxies and dozens of levels for the titular Astro to journey through, retrieving spaceship parts and rescuing lost robots.
“We’re a team based in Japan, but we have over 12 nationalities. We really mix it up and get ideas from everyone,” Nicolas Doucet, president of Team Asobi, told Sky News.
“We do a lot of jokes in the game, but the joke has a different meaning depending on where you are in the world. So it’s really, really nice to go around and ask everyone ‘is that joke fine in your country?’ And then together we come to a kind of universal playfulness.”
Among the gongs for Astro Bot was the best game award. Pic: BAFTA
It’s a very different atmosphere than that generated by British psychological horror Still Wakes The Deep, which won three awards for best new intellectual property and best supporting and leading roles.
Compared to John Carpenter’s 1980 sci-fi horror The Thing but on a Scottish oil rig, the game sees players take on the role of an electrician trapped on a damaged facility while being pursued by monsters.
Still Wakes The Deep. Pic: Sumo Digital Limited
Developer The Chinese Room has been praised for using home-grown talent to voice the characters, including comedian and actress Karen Dunbar, who picked up best performer in a supporting role for voicing Finlay.
“I’ve been nominated for quite a few BAFTAs in my time in Scotland, and I’ve never won one,” said Dunbar.
“It was such a great category, so many great performances. When they shouted my name, I think I started clapping for someone else!”
Read more: See full list of winners
Still Wakes The Deep star Karen Dunbar won best performer in a supporting role. Pic: BAFTA
Meanwhile, best multiplayer game went to Helldivers II – a satirical, sci-fi shooter that sees players fight bugs, aliens and robots with the gumption and gullibility of the characters in Paul Verhoeven’s Starship Troopers.
It has gained a cult following since launching in February 2024 with so much initial interest it created server problems.
“Games for me are about connecting people and forging those bonds of friendship and the multiplayer award is exactly what it stands for,” said Johan Pilestedt, chief executive of Arrowhead Game Studios.
Helldivers II. Pic: Arrowhead/Sony
From outer space to a fictional Yorkshire town called Barnsworth. Thank Goodness You’re Here! – a cartoonish, comedy platformer – won Best British Game. Like Still Wakes The Deep, it has won praise for the authenticity of its actors and setting.
“I think it’s been a real privilege to be able to represent Barnsley on the silver screen,” said Will Todd, who is from the town and one of two game designers behind the project.
Thank Goodness You’re Here! Pic: Coal Supper/Panic Inc
Co-creator James Carbutt added: “Me and Will wrote everything in our tone of voice, quite literally. The further along development we got, the more we lent into it. I think the voices from different parts of the UK and different voices in gaming are super important, and hopefully we’re one of them.”
By the time the BAFTAs wrapped up, Senua’s Saga: Hellblade II was only handed one of the 11 BAFTAs it was nominated for, technical achievement.
Senua’s Saga: Hellblade II. Pic: Ninja Theory
But developers Ninja Theory are already adding this year’s win to a tally of five BAFTAs they were awarded for the first game in the series, which created a protagonist with psychosis by drawing on clinical neuroscience and the experiences of people living with the condition.
Blondie drummer Clem Burke has died at the age of 70
The band said Blurke had been diagnosed with cancer, and described his death as a “profound loss”.
He featured on all the Debbie Harry-fronted group’s studio albums since joining a year after their formation in 1975.
Blurke was with the band from their self-titled debut, through their 1978 classic Parallel Lines, to 2017’s Pollinator.
Drummer Burke.
Pic: Reuters
In a statement on Blondie’s Instagram, Harry and the band’s guitarist, Chris Stein, said: “It is with profound sadness that we relay news of the passing of our beloved friend and bandmate Clem Burke following a private battle with cancer.
“Clem was not just a drummer, he was the heartbeat of Blondie.
“His talent, energy, and passion for music were unmatched, and his contributions to our sound and success are immeasurable.
“Beyond his musicianship, Clem was a source of inspiration both on and off the stage. His vibrant spirit, infectious enthusiasm and rock solid work ethic touched everyone who had the privilege of knowing him.
“Clem’s influence extended far beyond Blondie, a self-proclaimed ‘rock and roll survivalist’, he played and collaborated with numerous iconic artists.”
Burke in his performance at Festival Estereo Picnic 2023.
Pic: AP
Burke featured on Iggy Pop’s 1982 album Zombie Birdhouse and also performed with Bob Dylan, The Ramones, The Who guitarist Pete Townshend and Joan Jett.
The statement went on to say Burke had left an “indelible mark on every project he was part of”.
It added: “We extend our deepest condolences to Clem’s family, friends, and fans around the world. His legacy will live on through the tremendous amount of music he created and the countless lives he touched.”
Burke, who performed on classic tracks such as Call Me, Heart Of Glass and One Way Or Another, made his final live appearance with Blondie last year.
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Blondie performing during Glastonbury Festival in 2023.
Pic: Invision/AP
Among those paying tribute to him was Kinks guitarist Dave Davies, who said: “I feel saddened that Clem Burke was taken from us so soon.
“May he rest in peace, spectacular drumming, we were friends.”
Nancy Sinatra said: “My heart is shattered. Clem became an icon as a member of Blondie, but he was also an important part of my band, the K.A.B. I was blessed to call him my friend.
“If I ever needed him, he was there. Always. Sending healing prayers and comfort to his widow, Ellen, his family, and all who loved him.”
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