Sony's Rothman Urges Theaters to Improve Consumer Experience

The studio executive calls on exhibitors to enforce windows, shorten preshows, and keep ticket prices affordable.

Apr. 14, 2026 at 5:38am

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A striking abstract composition of bold geometric shapes and silhouettes in high-contrast red and black, conceptually representing the tensions within the movie theater industry.As studios and theaters grapple with the future of the moviegoing experience, a new era of hard choices and compromise looms.Las Vegas Today

In a speech at CinemaCon, Sony Pictures Motion Picture Group chairman Tom Rothman urged theater owners to make changes to improve the moviegoing experience for consumers. Rothman called on circuits to enforce theatrical release windows, reduce lengthy preshows filled with commercials, and keep ticket prices affordable. He acknowledged the challenges facing the industry but said now is the time to make these improvements as the box office is expected to rebound in 2026.

Why it matters

Rothman's comments highlight the ongoing tensions between studios and theater owners over issues like release windows and the in-theater experience. As the industry recovers from the pandemic, finding the right balance between the needs of studios and exhibitors will be crucial to driving audiences back to cinemas.

The details

In his CinemaCon speech, Rothman told theater owners they need to make "hard choices for the long term" to improve the consumer experience. He urged them to enforce theatrical release windows, reduce lengthy preshows filled with commercials, and keep ticket prices affordable. Rothman acknowledged the challenges facing the industry but said 2026 is expected to be a strong year at the box office, making it the perfect time to implement these changes.

  • Rothman delivered his speech at CinemaCon on April 13, 2026.
  • He expects the 2026 box office to be the best in years.

The players

Tom Rothman

The chairman of Sony Pictures Motion Picture Group, known for being outspoken in addressing issues facing the movie theater industry.

Ravi Ajuha

The chair and CEO of Sony Pictures Entertainment, who took a liking to Rothman when he arrived in the top job more than a year ago.

Michael O'Leary

The president and CEO of Cinema United, the trade organization representing theater owners, who was set to give his annual address at CinemaCon the following day.

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What they’re saying

“What I'm 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.”

— Tom Rothman, Chairman, Sony Pictures Motion Picture Group

“Get off the ad crack. Infrequent moviegoers come at the showtime and hate being forced to watch endless commercials, which they don't have to do at home where the movies are free.”

— Tom Rothman, Chairman, Sony Pictures Motion Picture Group

“Affordability is by far the number one economic issue along the majority of Americas. Going to the movies must be more affordable again.”

— Tom Rothman, Chairman, Sony Pictures Motion Picture Group

What’s next

It remains to be seen how Rothman's comments will be received by exhibitors and how Cinema United, the trade organization representing theater owners, will respond during its annual address the following day.

The takeaway

Rothman's speech highlights the ongoing tensions between studios and theater owners over issues like release windows and the in-theater experience. As the industry recovers from the pandemic, finding the right balance between the needs of both sides will be crucial to driving audiences back to cinemas.