Roll the ads!

1. Begin a process. Another way of saying "get it rolling" but in film terms.
2. Getting a task started that nobody likes doing, but that needs to be done before moving forward: like copying boilerplate code or raising funds.

This was likely first a confusion from the phrase "roll the film", and the idea of rolling the advertisements that come at the beginning of publicly screened films at most movie theaters.

"Hey dad, I know you told your boyfriend you'd be at his place by 8, but before you get drinking, mom's attorney really needs you to review and sign the divorce paperwork."
"Oh fine, roll the ads!"