I don't have an answer to your actual question, and it appears you got your answer from Christie, but wanted to counter what Bob said.
We run still ads on screen before the show starts. We stopped doing it for a time, and our customers were both concerned and confused. Many people came out to the lobby to ask why there wasn't anything on-screen. So, at least here, people expect the ads and enjoy them.
We also run bits of trivia and facts about the history of our theater, and have received lots of compliments.
Now, the actual video commercials that run before a show in the multiplex (for TV shows and mountain dew) are super annoying. I hate those, and so does everyone else.