There was a time when turning up to a film late guaranteed that you would be fumbling in the dark for a seat. These days, you can whack an extra hour on your parking ticket, because pre-film adverts, trailers and infomercials will extend the screening time by at least another thirty minutes.
Blazing dramatically in to cinemas, in the US alone, The Hunger Games grossed over $161 million on its opening weekend, the highest November box office, and the fourth highest of all time . That’s a lot of bums on seats, and an unrivalled captive audience for advertisers. According to Digital Cinema Media (DCM), research shows that 89% of cinemagoers watch cinema on-screen advertising  – an unsurprising figure, given that the entire audience is sat gazing at the screen in expectation for their film to start, the same film that, in all probability, they just paid an extortionate entry fee to view.