AMC Theatres to Increase Pre-Movie Ads Nationwide Starting Tuesday

Starting Tuesday, moviegoers at AMC Theatres nationwide will begin seeing even more commercials before their films begin.

AMC Entertainment recently finalized a deal with advertising powerhouse National CineMedia to run ads in what’s known as the “Platinum Spot” — the final block of advertising shown immediately before a movie starts.

AMC says its pre-show experience, which includes trailers and other promotional material, can now run up to 30 minutes long in some locations. The move is aimed at increasing ad sales as the theater chain looks for ways to recover from a difficult stretch financially.

The company reported its worst first-quarter earnings since 1996 — excluding pandemic years — and hopes this advertising boost will help improve its bottom line.

Interestingly, AMC originally passed on a similar deal with National CineMedia back in 2019, arguing that moviegoers would react negatively to longer pre-show times. At the time, Regal Cinemas and Cinemark signed on.

Now, AMC says that over the past five years, its competitors haven’t seen any drop in attendance due to the additional ad content — prompting a change in strategy.

Explore: NBCPalmSprings.com, where we are connecting the Valley.