Tom Rothman, chairman and CEO of Sony Pictures, has criticized theaters for showing lengthy pre-show ads, urging them to improve the consumer experience. He reportedly told theaters to "get off the ad crack," with some outlets specifying that he objected to 30 minutes of trailers and commercials before movies start. The comments were made at CinemaCon, with Rothman's remarks also touching on the topic of theatrical windows, although the specifics of his comments on this issue are not entirely clear.