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\n\tThere\u2019s no one more famous than Tom Rothman<\/a>\u00a0when it comes to getting theater owners fired up at CinemaCon<\/a>, the annual gathering of theater owners in Las Vegas. The chairman of Sony Pictures<\/a> Motion Picture Group has used profanities more than once when taking aim at the perceived enemies of the theatrical experience who make it far too easy for consumers to watch a movie at home. \u201cNetflix, my ass,\u201d is one of his more notorious quips<\/a>.<\/p>\n \n\tBut his comments at this year\u2019s edition of CinemaCon took a surprise turn April 13 when he instead took issue with cinema operators and the consumer experience they provide, or lack thereof.<\/p>\n \n\t\u201cWhat I\u2019m about to say, I say as a lifelong defender of movie theaters. But I urge you all now to make some hard choices for the long term rather than the short-term health of your business,\u201d said Rothman. \u201cNow is your own Olympic moment with three immediate goals.\u201d<\/p>\n \n\tFirst, Rothman called on circuits to enforce windows. While that comment drew loud applause, the clapping soon dimmed when he addressed lengthy preshows, many of which now last 30 minutes as a result of allowing commericals to play between trailers.<\/p>\n \n\t\u201cGet off the ad crack,\u201d he instructed. \u201cInfrequent moviegoers come at the showtime and hate being forced to watch endless commercials, which they don\u2019t have to do at home where the movies are free.\u201d<\/p>\n \n\tHe also said rising ticket prices are a real concern. \u201cAffordability is by far the No. 1 one economic issue along the majority of Americans. Going to the movies must be more affordable again. I know business has been tough. I\u2019m not heckling; I\u2019m rooting for you because many of you have made wonderful investments in upgrading your theaters.\u201d<\/p>\n