Overview

• Since July 1, AMC has run roughly 24 to 28 minutes of ads and trailers before features under a National CineMedia deal.
• Studio executives argued that longer preshows were eroding in-theater trailer audiences, with an internal study finding only 80 percent of patrons seated four minutes before films begin.
• AMC advised ticket buyers to allow an extra 25–30 minutes for pre-show content on its portal, sparking frustration among moviegoers.
• Competitors Regal and Cinemark had already incorporated paid ad spots through National CineMedia before AMC joined the scheme.
• Facing industry and consumer pushback, AMC is working to roll back its extended pre-show block by the end of 2025 without yet specifying new ad durations.