I always feel a bit cheated with a 90-minute film, you're basically paying film prices for an extended episode. If it were up to me, I wouldn't let film companies charge full price for a movie that's less than 2 hours.

For example, if your cinema tickets cost $10 then they wouldn't be allowed to charge more than $7.50 for a 90 minute film because you aren't getting the full experience. Similarly, if a DVD cost $15 then they wouldn't be able to charge more than $12 for a 90-minute film.