Sitting in screen three waiting for the audience to quieten, the mobile lights to disappear and the house lights to dim. Oh wait something is happening on the screen, the noise of the public is fading oh no it’s the adverts the racket continues. How long do I have to wait until the adverts finish and the film starts? Why do we have to watch adverts? Why is the cinema forcing us to wait even longer than what they promised? It’s not like I have already waited in a queue for my ticket and my popcorn.
In this world of waiting businesses and supermarkets seek to exploit the society while they are being forced to wait. For example most retailers would have you wait in a queue next to a shelf full of other merchandise they wish to get rid of.
Waiting has become commercialised and somehow we have allowed this. Why have we accepted this? We have accepted this because we want the next best thing, we want the dress that has just come out, we want the smart phone that has just been released, and we want to see that show before it comes out on DVD hence why we go to the cinema.
How can we stop commercial adverts? Can we stop them? Or have we put up with them too much that they are now unstoppable? Do we have to endure watching them every time we watch the television or go to the cinema from now on? Or will they eventually stop?