Overview

• AMC has ended its years-long holdout on pre-film commercials by agreeing to introduce a premium “platinum spot” in collaboration with National CineMedia.
• The new ad slot will roll out in all U.S. AMC theaters on July 1, with the chain receiving a share of sales it called “vital revenue.”
• AMC pointed to its first-quarter report showing the industry’s weakest start since 1996, excluding the pandemic, and ongoing financial strain as reasons for the shift.
• Moviegoers should expect at least 20 minutes of preshow material—trailers plus the additional commercial—between the listed showtime and the feature’s start.
• To bolster midweek attendance, AMC will offer 50% off regular ticket prices on Wednesdays beginning July 9.