No Pre-Show Ads at Roosevelt Collection Movie Theater?

If you're sick of us talking about the movie theater then stop reading this post. However, today we read some interesting tidbits from a CBS article on the theater:

Also, you won't be bombarded with commercials, because there is no pre-show advertising.

You also won't have to deal with people looking for seats during the opening minutes, because there is no seating once the movie starts.

Interesting. We're not really sure how the seating things works...so if you're late you can't get in? or you just have to wait?