It's not your imagination. You are seeing more trailers when you go to the movies. The Hollywood Reporter notes that not only are you paying more to go to the movies, but you are seeing more paid advertisements as theater owners are being paid to show an increasing number of movie trailers. Meanwhile psychologist report that the trailers impact your mood and your perceptions in ways that could run counter to the intent of the filmmaker whose movie you are paying to see. In some cases trailers on films that meet your moral, ethical or emotional beliefs or state could offend and impact the views in ways the filmmakers and the studios did not intend. More at Hollywood Reporter.com