Theater seating in Thailand

Going to movies in Thailand is interesting because after everyone is there and in the theater seating, when the lights go off first of all they play the national anthem (I assume it's that -- maybe it's just the king's theme song) and play a short movie clip of the king, lots of excerpts from all newsreels and so on. And everyone stands up as it plays, not sitting down until it's over. Then the real movie begins. So it's a lot like the national anthem being sung before baseball games in the United States.