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Because in the old days, like pre-early '70's, the 'previews' came after the feature, not before. They could also be much longer, like 4-7 minutes (I saw a great one of Taxi Driver not long ago that almost gave away the whole flick).
hOW many trailers must we endure nowadays? last time I hit the cinema (a scanner darkly) I sat through like twelve or some shit. Like thirty minutes of previews. Fuck.
In the US, half the trailers are just plain commercials, not even for movies. Cars, candy bars, insurance...you can arrive 20 minutes late for a showtime and not miss the opening credits...