If it hadn't been a scheduling nightmare getting all the requisite actors available, they could have done either a Double Bill with each movie having a runtime of 2 hours and 50minutes/a movie with an intermission.

I read comics (because libraries) and I keep thinking "You've got the good paper! Why cannot you use it?" That and also "pick a way to run the spread, double page or single, stop changing back and forth you're not clear enough for that". It makes me salty when Artiste Directors are precious against the needs of the audience.

I'm pretty sure the ads are part of the revenue stream, though they may be more of a daytime function, since IM3 was the last time I saw a non-matinee show). My showing had an actual ad in the trailer block, after the admonishments.