Overview

• The chain plans to shave about four to five minutes off its 25–30 minute preshow by removing one extra trailer, shortening in-house ‘silence your cellphones’ reels and cutting a one-minute IMAX spot.
• National CineMedia’s contracted ad window remains intact following a July deal designed to capture tens of millions in advertising revenue after a weak Q1 box office.
• CEO Adam Aron announced the adjustments on the Q2 earnings call, saying they balance added paid ad inventory with customer feedback on lengthy preshows.
• AMC recorded a 25.6% year-over-year attendance gain in Q2 and achieved record food-and-beverage revenue per patron of $7.95, driving overall revenue per patron to $22.26.
• Studio marketing teams caution that even shorter preshows may still prompt late arrivals and undermine trailers’ effectiveness as a key film promotion channel.