Just when you thought the commercials, trailers, and Nicole Kidman were finally over and it was time to silence your phone, AMC Theatres has decided to wedge in one more commercial, right before the feature film begins.
Yes, more advertising.
The world’s largest cinema chain announced this week that it will begin showing a single on-screen commercial after the final trailer and before the opening credits roll. This is a change from AMC’s previous approach, where it avoided that coveted (and controversial) time slot to avoid ticking off moviegoers.
So why the change of heart? According to a report from Bloomberg, AMC says it observed the success of this premium ad placement at other major chains, such as Cinemark. And with ticket prices already sky-high and preshow lengths reaching patience-testing levels, this move gives AMC a new revenue stream without hiking prices or stretching out the experience further.
For context, pre-show ads (produced by firms like NCM and Screenvision) have been standard at theaters for years, playing before trailers begin. But in 2019, those companies introduced the now-coveted “golden slot” — that final ad before the movie starts. AMC had opted out… until now.
AMC also announced it’s rolling out a new “Discount Wednesdays” promo starting July 8, in what looks like a larger effort to shake up its business model without giving audiences sticker shock at the box office.
So, get ready. That extra ad is coming to a screen near you — and it’s got perfect placement. Right when you’re most ready to watch… anything else.
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