At least you can skip over the ads in iTunes. Last movie I went to, I got in early in order to get a seat. I had to suffer through 25 minutes of advertisements and I was stuck watching them . In fact, the last advertisement was for the movie advertisements telling me I should get there even earlier so I'll see more advertisements .
I close my eyes and chill. Or listen to some music/audiobook. You can still hear enough in the background to know when the movie is starting.