I'd say make trailers optional too. I personally don't care for them -- I generally only see movies that I've read about online or heard about from friends.

A lot of people do like trailers though -- maybe set the start time of the movie to be the actual time the movie starts, and then let people interested in the trailers come early? Or, maybe, have the trailers live up to their namesake and show them after the movie?

Maybe I'm in a minority -- do trailers bug anyone else?