Cinematic ConsumerismCinematic Consumerism

Could someone please tell me exactly when it became OK to show commercials at the movies? My father-in-law and I went to see Behind Enemy Lines recently. I was pretty psyched about seeing a new movie on opening day because I knew I'd be in for excellent previews. (As it turned out, the previews were better than the feature.)

Here's a recap: As the lights go down and the projector starts, I see the image of a boy running through a field. The boy continues to run through the field, and all of a sudden he's flying and I hear ... Madonna singing "Ray of Light"!

It's a commercial for Windows XP. Next, there's a commercial for Mazda, another for Coca-Cola, and yet another that I can't remember because at this point I'm red with anger and I can neither see nor hear. I paid $9.50, plus a $1 service fee for ordering the tickets over the Internet--$10.50 to watch commercials.

Why is this OK? I've come to accept that television is a medium through which bits of entertainment and news are delivered between commercials. I've come to accept that Web-site hosts find new ways to push advertisements to me. I've come to accept a lot of consumerism. It's part of the bargain I make with the world. I work to make money so I can live comfortably. The economy depends on advertisers vying for my dollar.

I suppose I should have seen it coming. Advertising invaded movies long ago. See Superman battling in Times Square, hurling a villain into a massive Coke sign in 1980's Superman II, for example.

Product placement is a separate, less-insidious thing. But commercials at the movies? There's just something so wrong with it.

First it was just one commercial, and it usually was overproduced so at least it had some redeeming value. Now it's four commercials ... the same ones I can see on television. How long before commercials actually interrupt the movie? Considering the size of an extra-large Coke these days, it might be nice to be able to go to the bathroom in the middle of a first-run feature.