AMC Theaters will start placing even more ads in cinemas nationwide starting today
CNN
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.
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 “platinum spot,” the highly coveted period immediately preceding a movie’s start. The preshow material ahead of feature films, which includes trailers and other promotions, can last between 25 minutes to 30 minutes, according to AMC’s 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 and National CineMedia did not respond to requests for comment. The ad expansion is a departure from the theater giant’s prior stance. In 2019, when top competitors Regal Cinemas and Cinemark Theatres inked similar deals with National CineMedia, AMC refused to participate. At the time, the company said it “flatly rejected” the company’s offer, expressing concerns that “US moviegoers would react quite negatively to the concept.” Now the company is singing a different tune. “While AMC was initially reluctant to bring this to our theaters, our competitors have fully participated for more than five years without any direct impact to their attendance,” AMC told Bloomberg last month.
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