Telly watchdog Ofcom will from Monday kick off a year-long trial which will see broadcasters allowed to show up to 6 minutes of adverts for every 30 minutes of television. The current rules allow only 3 minutes and 30 seconds, meaning the move could well double the amount of adverts shown in your favourite movie.
Reality shows, soaps and documentaries are already allowed up to 12 minutes of adverts per hour, something which almost all commercial broadcasters are only keen to take full advantage of. From Monday ITV, Channel 4 and Channel 5 will be permitted to use the same advertising rules for movies as they do for shows like The X Factor.
A spokesperson said of the relaxed rules: "This does not necessarily mean that these channels will increase the amount of ads that they show during feature films.
"It is not clear whether broadcasters will necessarily choose to increase break lengths in films as better advertising opportunities exist elsewhere in the schedules."
TV watchdog Ofcom will also be relaxing the rules on product placement later this month, with entertainment shows being allowed to accept payment for promoting producers and services in the programmes.