An etiquette guide for moviegoers has been put together after a poll revealed more than half of film fans get annoyed by people talking in the cinema.
Other common gripes include people rustling their popcorn and loudly slurping drinks and people putting their feet on the chairs.
The poll of 1,500 people found 52 per cent were annoyed by people talking, while 15 per cent said the biggest problem were public displays of affection once the lights had gone down.
But two thirds (66 per cent) said they were too polite to tell off fellow cinema-goers for bad behaviour.
The poll, commissioned by Empire Cinemas, found modern technology is an issue for many with 39 per cent saying they had read a plot spoiler online which had ruined the film.
The cinema chain will put up posters in its theatres reminding customers of its golden rules and has launched a campaign fronted by TV presenter Paul Ross.
He said: "We go to the cinema to enjoy, not endure, a movie. To immerse ourselves in a fantasy world of action, comedy, romance or horror - whatever floats your boat even if it's the Titanic. Strange, magical, wonderful things happen on our Empire Cinemas movie screen, which is as it should be. And I want those strange things to stay on the screen. Not to happen two rows in front of me.
"As when, years ago, I smelt a strange smell and saw some odd movement in my peripheral vision. And there, at the end of the row, a middle aged man had pulled out a wooden stool with a leg missing and was gluing it back together - in the dark. Inappropriate doesn't even enter into it. We go for the movie not the madness.
"Follow Empire Cinema's Etiquette Guide and abide by its 10 golden rules and we'll all have a happier, and quieter, viewing experience."