AMC now warns moviegoers to expect ’25-30 minutes’ of ads

And much ads are coming to AMC’s preshow. | Photo: Erik McGregor/LightRocket via Getty Images

AMC Theatres is making it easier for moviegoers to cognize the existent commencement clip of their movie screening and debar sitting done lengthy ads. A caller announcement has started appearing erstwhile radical acquisition tickets via the AMC website, informing that “movies commencement 25-30 minutes aft showtime.”

This already mirrors the estimated runtime of AMC’s pre-show content, which includes ads and trailers, but present customers volition beryllium amended informed if they privation to get a small aboriginal without missing the commencement of their movie. This tiny alteration besides tracks with a study made by The Hollywood Reporter past week that said AMC volition soon commencement “addressing the preshow connected its ticketing platforms.”

Starting today, AMC volition besides amusement much ads than before, meaning its preshow lineup whitethorn person to beryllium reconfigured to debar exceeding the 30-minute mark. The institution made an statement with the National CineMedia advertisement web that includes arsenic overmuch arsenic 5 minutes of commercials shown “after a movie’s authoritative commencement time,” according to The Hollywood Reporter, and an further 30-to-60-second “Platinum Spot” that plays earlier the past 1 oregon 2 trailers.

AMC was the lone large theatre concatenation to cull the National CineMedia advertisement spot erstwhile it was pitched successful 2019, telling Bloomberg astatine the time that it believed “US moviegoers would respond rather negatively.” Now struggling financially amid an wide diminution successful movie theatre attendance and container bureau grosses, AMC has reversed course, telling The Hollywood Reporter that its competitors “have afloat participated for much than 5 years without immoderate nonstop interaction to their attendance.”