Entertainment

What time you should actually arrive at cinema to avoid adverts

Published

1 year ago

June 15, 2024

admin

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”.

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.”

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.”

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.

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

Taylor Swift announces 12th studio album

Published

2 hours ago

August 12, 2025

admin

Taylor Swift announces 12th studio album

Taylor Swift has announced her 12th studio album during an appearance on her boyfriend Travis Kelce’s podcast.

The pop megastar, appearing on New Heights, did not say when the record, titled The Life Of A Showgirl, will be released.

Fans can pre-order the album in various formats now and Swift’s website says physical copies will be shipped by 13 October.

On Monday, Taylor Nation – an official branch of the singer’s marketing team – teased the release on TikTok with a slideshow of 12 images alongside the caption: “Thinking about when she said ‘See you next era…'”

Swift is seen wearing orange in every picture.

A special limited vinyl edition of the album will be released in “Portofino orange glitter”, according to a pre-order page on her site. A special cassette edition is also available for pre-order.

A brief clip from the New Heights podcast, hosted by Swift’s NFL star boyfriend, Travis Kelce and his brother Jason, a former NFL player, was posted on Instagram early on Tuesday.

The video showed Swift pulling a copy of the album from a briefcase with the cover blurred.

The full podcast episode will be released at 11pm on Tuesday, UK time.

Swift is living up to her reputation as pop’s hardest-working star

Gemma Peplow

Culture and entertainment reporter

@gemmapeplow

You might think that after pulling off the highest-grossing tour in history, all while writing and releasing an unexpected record-breaking double album at the same time, Taylor Swift would be happy to take a little break.

But no. The singer-songwriter has announced her 12th album, her sixth in six years.

Since her self-titled debut in 2006, the longest period Swifties have had to wait is just three years, between 2014’s 1989 and 2017’s Reputation; the period in which the star took time out following her public feud with Kim Kardashian and Kanye West.

Over the past few years, Swift has also re-recorded and re-released four of her early albums in a (now resolved) battle over the rights to her master recordings.

With the new announcement, she’s living up to her reputation as the hardest-working star in pop.

Album number 12 is titled The Life Of A Showgirl, hinting at inspiration drawn from spending the best part of two years on the road – and perhaps a return to pop after embracing folk and her more gothic side.

Fans are now eagerly waiting to find out what Swift’s new era will bring.

New Heights had previously teased Swift’s appearance by posting an orange image on social media with a mysterious silhouette, which many correctly identified as the pop star.

The Life Of A Showgirl follows Swift’s The Tortured Poets Department, released last year during her record-breaking Eras tour, which generated more than $2.2bn (£1.6bn) across two years and five continents, making it the highest-grossing tour of all time.

It marks her first release since she took back control over her entire back catalogue from private equity firm Shamrock Capital for an undisclosed amount.

In an effort to regain control over her music in recent years, Swift has been re-recording and releasing her first six albums. The move was prompted by Hybe America CEO Scooter Braun’s purchase and sale of her early catalogue.

Some of the ‘Taylor’s Version’ releases have included new songs as well as Easter eggs and visuals to offer a deeper understanding of her work.

The four re-recorded albums released so far have been massive commercial and cultural successes, each one entering the Billboard 200 US album chart at number one, helping her become the woman with the most number one albums in history.

Entertainment

Harry and Meghan extend Netflix partnership – but it’s no longer exclusive

Published

17 hours ago

August 11, 2025

admin

Harry and Meghan extend Netflix partnership - but it's no longer exclusive

Harry and Meghan have signed a new “multi-year, first-look deal” with Netflix, following the deal they struck with the streaming giant five years ago.

Described by the Sussexes as “extending their creative partnership”, while the news quashes rumours the relationship might not be renewed, it would appear to be a less prestigious deal than their first.

As a “first-look deal” rather than an overall deal, the entertainment giant will be able to say yes or no to their content before anyone else, but they will not be under an obligation to stream it.

Several US outlets have suggested it is a downgrade from the Sussexes’ previous contract, which saw the streaming giant pay for exclusive rights for the content and was thought to be worth more than $100m (£74m).

British PR expert Mark Borkowski described the deal as a “downgrade” and suggested Netflix was “pivoting away” from Harry and Meghan.

Harry and Meghan set up their media company, Archewell Productions, after quitting as senior working royals in 2020.

Their partnership with Netflix had promised documentaries, docuseries, feature films, scripted shows and children’s television, but has so far only delivered documentaries and docuseries.

These include Harry & Meghan, a six-part series about their departure from the royal household, which is Netflix’s fifth most popular series of all time, and most recently, the lifestyle show With Love, Meghan, which is the streamer’s most-watched culinary show since its release earlier this year.

Speaking about the new deal, Meghan said: “We’re proud to extend our partnership with Netflix and expand our work together to include the As ever brand.”

As ever is Meghan’s lifestyle brand, launched in 2024, and rebranded this year, selling products including jams, shortbread and wine.

Meghan went on: “My husband and I feel inspired by our partners who work closely with us and our Archewell Productions team to create thoughtful content across genres that resonates globally and celebrates our shared vision.”

Netflix’s chief content officer Bela Bajaria called the Sussexes “influential voices” and said their stories “resonate with audiences everywhere”.

New output includes the second season of With Love Meghan later this month, and a Christmas special in December.

Archewell Productions is also working on a documentary about orphaned children in Uganda’s Masaka region, an area heavily hit by the HIV/AIDS crisis, titled Masaka Kids, A Rhythm Within, and is developing a feature adaptation of the bestselling romantic novel by Carley Fortune, Meet Me At The Lake.

It comes as Harry has cut ties with his Sentebale charity but has said he still intends to do what he can to help young people in Lesotho, Botswana and Southern Africa.

Entertainment

Some call the Sussexes’ Netflix deal a demotion – but the company still sees them as a power couple

Published

20 hours ago

August 11, 2025

admin

Some call the Sussexes' Netflix deal a demotion - but the company still sees them as a power couple

While we’re all desperate to know what this new deal is really worth in dollars and pounds, one thing I can tell you for certain is that Prince Harry and Meghan want us to know they’re delighted that Netflix again wanted to get a deal done.

“Absolutely over the moon” is how it was described to me.

But they’ll also be aware of the attention it’ll attract as we all try to pick apart what it means.

Firstly because of that ongoing fascination in how they’re making money since stepping away from royal life and losing financial support from the King, but also because of the recent reports that Netflix were intending to cut ties.

Yes this is a different type of deal from their original one in 2020. Some have argued that a “first look deal” looks like a demotion from what they previously signed up to.

With no real clarity on how much their original deal was worth, and no numbers being publicly thrown around this time, that is hard to judge.

But talking to those who know something about these kinds of deals you do get a sense it could potentially be more lucrative than it looks on face value.

With first look deals, yes there is often financial commitments from the likes of Netflix to get that first exclusive look at projects and first refusal.

But there could be other significant monetary incentives for the Sussexes to sign.

For example, when the Obamas signed a first look deal with Netflix, the streaming service agreed to pay the operational costs for their production company “Higher Ground”.

Could it be that Netflix are also now covering the costs of Archewell Productions?

It’s stating the obvious to say that Harry and Meghan continue to divide opinions, some wanting to watch their programmes from a place of respect and fondness, others as a reason to grumble about them.

But signing on this latest dotted line shows Netflix still sees them as a power couple, who attract significant attention and are worthy of investment, whatever that really adds up to.