AMC Warns Moviegoers To Expect '25-30 Minutes' of Ads and Trailers

AMC Theatres has started warning customers that movies will start 25-30 minutes after the listed showtime to account for ads and trailers. This change aims to make it easier for moviegoers to know the actual start time of their film screening. As part of this change, AMC will show more ads than before, which may require reconfiguring its preshow lineup to avoid exceeding the 30-minute mark. The company has made an agreement with the National CineMedia ad network to show additional commercials. These ads will include up to five minutes of commercials shown after a movie's official start time and a 30-to-60-second "Platinum Spot" before the last one or two trailers. AMC previously rejected the National CineMedia ad spot in 2019, citing concerns that US moviegoers would react negatively. However, the company is now struggling financially due to declining movie theater attendance and box-office grosses. As a result, AMC has reversed its decision and will start showing the ads, citing that its competitors have done so for over five years without any negative impact on attendance. The company believes that its competitors' experience will be replicated, and the ads will not affect attendance. AMC's decision to show more ads is a bid to boost revenue amid financial struggles.