Overview

• On July 1, AMC began nationwide insertion of a 30- to 60-second platinum spot before trailers and up to five minutes of commercials after scheduled showtime.
• AMC updated its ticketing platform to warn that movies will begin 25–30 minutes after the published start time.
• The agreement marks a reversal of AMC’s 2019 rejection of such ad slots, with the chain noting that competitors have implemented similar breaks without attendance declines.
• CEO Adam Aron shuttered 169 theaters since 2019 and views the ad expansion as vital to offset the chain’s worst quarterly earnings since 1996.
• A study by EntTelligence found only 60% of patrons are seated by the time trailers start, suggesting many moviegoers arrive late to avoid extended advertisements.