It's called a "captive audience" and marketing people jizz in their pants whenever they can get one. I'm sure that they mean the 20 minutes of advertising will start at the time the movie is advertised to start.Originally posted by alexd
I think they are counting o the fact that we are canadian and pretty complacent. I mean, you've paid yer money, sat yerself down, are snuggling into yer girlfriend/boyfriend, have already spent $40 on drinks and popcorn... you ain't gonna leave. until you've seen the movie.