I can agree that ad revenue hasn’t changed much, but it would be interesting to see how many hits each ad get, which can be determined by what time a person redeems their ticket. If anything, I’d guess that fewer people see the ads, based solely on my own experience. And also based solely on my own experience, I don’t think concession sales have changed, either.

Since you get to pick your seat when you buy your ticket, I’ve been showing up 20 minutes after the start time. I catch the tail end of the endless trailers and haven’t missed any of the movie yet.

I don’t think they thought this through…