I remember I was all up in arms about it when it first happened (showing advertisements before the movie). It makes sense though, you are a totally captive audience and those opportunities are more and more rare for companies trying to advertise. I guess I got used to it and now I just kind of space out when the ads are playing, or talk to my companion.

I still really enjoy the movie going experience; it's a bit more special now that I have kids and I don't get to see grownup movies in the theater all that often.