I was in the movie theatre three weeks ago and paid almost 10€ for the ticket only to be forced to watch - I kid you not - 30 minutes of commercials + another 20 minutes of movie trailers before the movie even started. And when you reserve a ticket, you are forced to be there 30 minutes before the movie begins, otherwise they released the seats.
That was a waste of 50+30 minutes of my time, which was more than half of the entire movie. And I even paid 10 freaking bucks for it.
This was the moment when I realized that I probably won't go to a movie theater more than once a year from now on.
This doesn't mean that I now will go on and pirate the movie. There's still iTunes and I don't need to see a movie on release day, but it was a great example for how companies mess up the user experience.
The irony is that some theaters show something like a self-commercial with the saying "Cinema - that's what movies are made for".
Disclaimer: This happened in Germany. The movie-watching experience in the US was way better to me. No commercials, only a few trailers.