How much is three to four minutes of your time worth -- especially when you're waiting for the latest "Lord of the Rings" movie to start? That question was posed in two lawsuits filed Tuesday against movie theaters that claim in their ads they'll show movies at a certain time, but, instead, show on-screen commercials at the advertised time, delaying the movie's start.
Theaters are committing consumer fraud when they claim in advertising that a movie starts at a certain time but it really starts a few minutes later because of the ads, said Mark Weinberg, a Chicago attorney who filed the two suits. "They deceive you into thinking a movie starts on time in order to create a captive audience," Weinberg said. "People are actually paying good money to watch commercials." [...]
The lawsuits were filed in Cook County Circuit Court. One is against the Downers Grove company Classic Cinemas and the other against New York-based Loews Cineplex Entertainment, which also operates theaters here. The suits argue that the practice of showing the ads constitutes fraud, false advertising and breach of contract. [...]
Both suits ask for damages of no more than $75 per person. More important, the attorneys who filed them say, is that their clients want the commercials dropped -- or they want ads to state the time a movie actually begins, not just when the commercials begin to roll.
"We just want the practice to stop, or we want the company to give notice," Weinberg said.
The suits don't take issue with movie previews. That's because moviegoers have come to expect those trailers "as a time-honored part of the moviegoing experience," Weinberg said. [...]
Right fucking on:
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