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AMC Theaters will start placing even more ads in cinemas nationwide starting today
Moviegoers headed to their local AMC theater can expect to see more ads before movies starting on Tuesday as a deal with ad giant National CineMedia takes effect.
The deal, announced in early June, will see AMC Entertainment place ads in the âplatinum spot,â the highly coveted period immediately preceding a movieâs start. The preshow material ahead of feature films, which includes trailers and other promotions, can last between 25 minutes to 30 minutes, according to AMCâs website.
The deal with National CineMedia, which provides ads to several major theater chains, will also enable AMC to secure additional ad sales. It is expected to provide a much-needed lifeline to AMC, which recently saw its worst first-quarter earnings since 1996 outside the pandemic.
AMC Theatres Is Putting More Commercials Before Screenings. It Cheapens the Moviegoing Experience and Hurts the Film Business
“We come to this place…for magic,” Nicole Kidman famously tells AMC Theatres patrons in a viral promotion for the chain. But starting this week audiences will half to wade through a lot more shilling for everything from fast food to Fresca before they experience any cinematic stardust.
Indeed, AMC’s decision to increase the number of ads before screenings epitomizes the concept of short-term gain in exchange for long-term pain. It provides the cinema giant with much-needed revenue at a time when the exhibitor is strapped for cash and laboring under nearly $4 billion in debt, and it comes as Hollywood is still struggling to consistently produce movies that people want to see.
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Get Ready for More Commercials in Movie Theaters
Industry leader AMC Theatres is reversing course and joining its rivals on July 1 in adding regular ads to its pre-movie lineup in a worrisome trend for studios.
For decades, there has been no better way for Hollywood marketers to drum up interest in their films than to play trailers for thousands of fans settled in their seats at cinemas across the country waiting for the main attraction to begin. But this age-old tradition is being disrupted by an aggressive push to sprinkle in a sampling of commercials between trailers and the regular parade of supplemental spots promoting concessions and rules of the road (as in, no texting!).
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