AMC Theatres is the latest movie chain to embrace longer pre-show advertisements as it tries to repair mounting financial losses. Tom Davenport, a professor of information technology and management at Babson College, says he thinks AMC's new advertisement strategy could backfire. "As soon as people realize that big chunks of their time is wasted on commercials, they'll watch even more streaming movies at home or go to non-AMC theaters," he said. | CBS News