Cycling Help - Water Change yes or No

[schmittym7]

Need some help. On day 3 of my cycle with gulf live rock and sand. Ammonia has been over 2.0. I did a 10% water change day 1 and a 35% water change day 2. Ammonia still high as of today. LFS advised I add Prime which I did. I've read to do 25% water changes and other articles not do water changes until later. Not sure what to do. A white bio film like material is forming on a couple live rock also. Need some advice.

 

[Twoddler]

What's your No3 reading?

 

[schmittym7]

Nitrite at 1
Nitrate at 10