TV @ movie: Why intro not at the beginning?

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Totally off topic, but I was wondering:

Am I mistaken, or was there a time when the intro of a movie or tv episode was, like the name says, at the beginning? Why has it become the norm now to begin the plot and then have the intro only after a few minutes? Does somebody know the background for that? Some kind of psychology basis involved? Or just a pointless idea having become mainstream because it's unconventional?

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