Sony’s Tom Rothman Lists ‘3 Immediate Goals’ for Theaters To Improve

Tom Rothman used his CinemaCon 2026 appearance to outline a set of priorities for theater operators, identifying “three immediate goals” to improve the theatrical experience. The Sony Pictures executive’s remarks focused on practical changes he believes are necessary to improve audience satisfaction and support the long-term business.

Tom Rothman gives theaters some much needed tough love

Tom Rothman used his platform at CinemaCon 2026 to deliver a direct message to theater operators, calling for immediate changes to improve the theatrical experience.

Calling the current time a critical point for the industry, he urged exhibitors to focus on long-term sustainability rather than short-term financial gains. According to The Hollywood Reporter, he said, “What I’m about to say, I say as a lifelong defender of movie theaters. Now is your own Olympic moment with three immediate goals.”

He outlined several areas that require immediate action. Rothman first emphasized the need to uphold theatrical windows, which drew applause from the audience. He then turned his attention to the growing length of pre-show ads, saying, “Get off the ad crack.” The executive added, “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.”

Rothman also addressed ticket pricing, identifying affordability as a major concern for audiences. “Going to the movies must be more affordable again. I know business has been tough. I’m not heckling; I’m routing for you,” he said.  

Despite these concerns, Rothman expressed optimism about the near future of the theatrical business. He pointed to a strong lineup of upcoming releases and suggested that 2026 could be one of the most successful box office years in recent times. “I think all the studios — hopefully us included — have strong slates coming. So this year would be a great time to push for some longer-term improvements in the customers’ experience,” he noted. 

He concluded by highlighting the need for cooperation between studios and theater operators. 

Source: Comingsoon.net