Is Cinema sound too loud?

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I watched a movie the other afternoon and felt like leaving as the sound was too loud. Most of the few people there were retired so I figured it was that. They think you are deaf and stuff if you watch the matinee slot. But it was clearly too loud. I know they like to show off their sound surround in action movies but its enough to hurt your ears sometimes. You cant really sit somewhere else where its less quiet, like being in the shade on a sunny day. Its the same with TV. If you are watching a movie at a comfortable level for your home, when the adverts come on they are a different volume, often louder so you have to turn the volume down. Then you switch off your streaming service to go to normal TV and that's way louder. I wonder if advertisers just want the sound higher for adverts or something.