Ads to Admit That if Showtime Is 8, Movie Time Will Be 8:10

"Coming soon to a movie ad near you - if not to a space-squeezed marquee - the time that the movie starts. The time that the movie really starts, not the time that the trailers and the commercials start. Or words to that effect. Loews Cineplex Entertainment says that next month it will begin publicizing true starting times, sort of. John McCauley, the company's senior vice president for marketing, said the times in the company's newspaper and Web listings would still be the times when the trailers and commercials start. But the ads will also carry a note advising that, as Mr. McCauley put it yesterday, "the feature presentation starts 10 to 15 minutes after the posted show time." Loews said it had heard from moviegoers annoyed by commercials that run before the trailers for soon-to-be-released films. Loews has heard from people who resent feeling that they are a captive audience for commercials that seem longer than ever."