Subjected to commercials in the movie theater.....does this irk anyone else?

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Remember back in the day when you would go to the movie theater, and once the lights went down and the film started rolling, you were greeted with a dancing bucket of popcorn and a message to remind you about the snack bar, then a quick screen shot reminding you of proper theater ettiquette(shhh! keep it down during the movie, turn ooff your cell phone etc..) Then boom, right into the preveiws? I miss those days. Now we are subjected to a barage of advertisements, clothing brands, sodas, cars and whatever else they decide to throw on the screen. I really hate this. I have already paid an exorbanent price to get into the movie, during the movie itself i am going to be subjected to "product placement" ads from big sponsors....do i really need to have even more ads played prior to getting to watch the feature presentation? I am not knocking the snack bar ad....they are usually cute and not all up in your face....and i definately love seeing the previws for other movies...but do i have to sit there and watch a bunch of dancing lizards tell me to go out and buy sobe water after the movie? Or see a horrendously appauling Monty Python and the Holy Grail knock off (the sacrilage!..that is what prompted this...i just hate that commercial) that is trying to sell us gatorade or something? Does anyone else think this is just going a bit overboard with the advertising?