Really? For me it is the pre-movie adds, the ads interspersed during the trailors, the annoying guys walking around with airplane landing flashlights, the 5 dollar sodas, and eventually, when its over, the feeling that you just spent 20 bucks on a movie that you really aren't sure you even liked.
Where is the new generation of David Lynches, Tarantinos, Darren Aronofskys, etc? I want more movies like Mirrormask or Science of Sleep or Fish Story or The Fountain... damn it. If the plot isn't too complicated for half the audience its not worth paying to see (except via Netflix).