Tom Rothman, chairman and CEO, Sony Pictures Motion Picture Group, and the first Hollywood studio chief to take the stage at CinemaCon, came down hard on cinemas Monday, ticking off three key changes he thinks exhibition needs to make for the health of the industry.

Things are better, he acknowledged. “But admissions are clearly down from pre-Covid and we all have urgent work to do. For our part, that means delivering a variety of great films to all kinds of audiences.

“But you, my friends, have an urgent part to play,” he told exhibitors assembled at the Colosseum at Ceasars Palace in Las Vegas.

“Enforce longer windows even if that means you cannot play every film.”

“Get rid of the endless advertising and substantially shorten the long preshows that some — not all of you have … Get off the ad track.

“And three, affordability is by far the hardest. Going to the movies must become affordable again.”

“Easy it’s not. It’s hard. And business I know has been tough. I am rooting for you because you have been wonderful.”

The group seemed to take it well with his comments met by a smattering of applause.

Rothman has been outspoken on theatrical, a fierce champion of the cinematic experience and defender of theatrical windows – which have been one of the most divisive issues between studios and exhibitors in recent Things have mellowed a bit. Universal committed to a new, exclusive 45-day theatrical window for their core slate titles, which Rothman has called a great start. The box office is better than it’s been since 2019 and the slate look strong. but, as he noted, overall attendance is still down.

He was joined over the hour and a half presentation by Sony execs including Sanford Panitch, President, Sony Pictures Motion Picture Group; Nicole Brown, President, TriStar Pictures; Kristine Belson, President, Sony Pictures Animation; and Adam Bergerman, President, Domestic Distribution, Sony Pictures Motion Picture Group.

They rolled out tentpoles from the next Jumanji, to Spider-Man, literary adaptations and a few films based on videog games, synergy with Sony’s corporate parent, including an R-rated animated Bloodborne feature from Playstation Productions, Lyrical Animation and Sean ‘Jacksepticeye’ Mcloughlin.

Sony also dated Takashi Yamazaki’s Grandgear for President’s Day 2028.