moves: just like tv

We saw LotR the other day. Well, first we saw 20 minutes of commercials. Not just trailers for movies. Commercials. The ad tally (anyone have a tally font?):

• DVDs - I
• Cars - I
• Credit Cards - I
• Cars - I
• Games - I
• Coke - II
• Fandango - I
• Trailers - IIIII II

It occurred to me that the studios have figured out that they can get away with this for any blockbuster--they know you have to show up early to get good seats, so you paytwice--the ticket, then the ads. Anyone have an idea how we can get rids of this double taxation?