Particle.news

Download on the App Store

AMC Warns of 25–30 Minute Wait as It Adds More Preshow Ads

The change reflects a partnership with National CineMedia, supplementing trailers with a premium ad spot followed by post-start commercials.

Image
AMC's latest move just doesn't make sense.
People watch movies in a newly reopened AMC River East theater on Aug, 20, 2020, in Chicago. (E. Jason Wambsgans/Chicago Tribune/Tribune News Service via Getty Images)
Image

Overview

  • Starting July 1, AMC theaters nationwide have added a 30- to 60-second “Platinum Spot” before the final trailers and up to five minutes of ads after a film’s official start time.
  • AMC’s website now displays a warning that movies begin 25–30 minutes after the posted showtime to inform patrons of extended preshow content.
  • The National CineMedia deal is designed to boost advertising revenue to help offset pandemic-era shutdown losses and a sluggish recovery that led AMC to close 169 theaters since 2019.
  • By joining National CineMedia’s expanded ad program, AMC aligns with Cinemark and Regal, which have run similar preshow commercials since late 2019.
  • Moviegoers have voiced frustration on social media and may arrive later or skip trailers, prompting calls for clearer showtime disclosures and renewed debate over the cinema experience.