Money saving expert Martin Lewis has called for a change in the way film start times are advertised by cinemas, and his plea has struck a chord with thousands of movie fans.
Martin, known for his popular advice on everything from bargains and credit cards to pensions and consumer rights, tweeted following a recent trip he made to the cinema.
He is calling on cinema bosses to make it clear when the films start - rather than when the ads start - after having to wait more then 30 minutes for the main feature.
Martin tweeted: "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."
Speaking to LADbible, Martin added: "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.
"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 has called on a cinema chain to come out and be the first to set this as the new rule.
Among the tens of thousands liking retweeting and commenting was director Edgar Wright, the man behind Hot Fuzz, Shaun of the Dead, Ant-Man and Baby Driver.
He said: "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."
Many tweeted they had a similar experience with anything from 15 to 35 minutes of adverts and trailers ahead of films.
