By Mallory Mattingly
As if waiting for a movie to start didn’t take long enough, AMC Theaters has decided to add more commercials to films’ in-theater preshows.
The Hollywood Reporter said that AMC Theaters has struck a deal with National CineMedia to “run a ‘platinum spot’ with pre-movie commercials alongside traditional film trailers that play for its audiences. And AMC and NCM, the in-theater advertising company, will share revenues from the new pre-movie advertising window.”
AMC released a statement explaining why they decided to add more commercials.
“For the past five years, AMC has sought out crucial revenue that is not reliant on the increase of base ticket prices,” the statement read, per Deadline. “We’ve done this through more and better moviegoing enhancements like our significant expansion of PLFs, a greater selection of food and beverage offerings, and the introduction of movie-going merchandise like popcorn buckets and other collectable concession vessels. During that same time, others in our industry have taken in revenue through their partnership with NCM, via these so-called Platinum Spots.”
The statement continued: “While AMC was initially reluctant to bring this to our theatres, our competitors have fully participated for more than five years without any direct impact to their attendance. This is a strong indication that this NCM preshow initiative does not negatively influence moviegoing habits. Our participation delivers us vital revenue as we continue on our recovery path and allows us to continue offering significant value on ticket prices through initiatives like Discount Tuesday, 20% off matinee pricing, and the upcoming 50% off Wednesday ticketing program.”
The new deal with NCM and AMC is slated to run through 2042.
“The alignment of AMC’s pre-show format with NCM’s platform will standardize and strengthen the value of the Company’s advertising inventory,” NCM investors said in its financial results.
But moviegoers aren’t happy, expressing their frustrations on X.
“27 minutes of ads and previews before MISSION: IMPOSSIBLE. All in, three and a half hours. But sure @AMCTheatres it doesn’t impact moviegoing. Can’t imagine why people would want to skip that,” one person wrote.
Related: AMC Theaters Plan Major Updates for Moviegoing Experience
27 minutes of ads and previews before mission impossible. All in, three and a half hours. But sure @AMCTheatres it doesn’t impact moviegoing. Can’t imagine why people would want to skip that 🙄
— Hello, I’m Kyle (@THEKyleMoffatt) June 5, 2025
“You have 45 minutes from the movie showtime to the actual start of the movie,” another said.
Only time will tell if adding more commercials to movies’ preshows impacts theater attendance or not.
Read Next: AMC CEO Adam Aron Talks the Future of AMC Theaters
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