Isn't this article a bit pointless? I don't see what the big deal is. When I worked for UCI it wasn't any secret that the features started 15 minutes after the billed time (that was standard; we had it on our schedules so we'd be ready for cleaning the theatres). All that 'busy moviegoers' stuff is crap, anyway: if you're so bloody busy, why are you going to the fucking movies?? And besides, hasn't anyone thought that giving an earlier time means stragglers won't interrupt the start of the movie so much? Didn't think so.