Moviegoers can expect to have a longer pre-movie show starting next month at one major theater chain.
WASHINGTON — Moviegoers may have to wait a little longer before movies start at AMC Theatres in the future.
Starting on July 1, the movie theater chain will join its major competitors in running a “platinum spot” with pre-movie commercials in addition to the traditional film trailers.
The announcement comes as part of a new deal between AMC Theatres and the National CineMedia, according to The Hollywood Reporter and Deadline.
In a statement to multiple media outlets, the movie theater said it was confident the change would not deter moviegoers.
“For the past five years, AMC has sought out crucial revenue that is not reliant on the increase of base ticket prices. 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,” The theatre chain said in a statement to Deadline. “During that same time, others in our industry have taken in revenue through their partnership with NCM, via these so-called Platinum Spots.”
Back in 2019, AMC issued a strongly worded press release rejecting National CineMedia’s proposal to place ads right before the start of a movie – despite Regal and Cinemark adopting the practice.
Now more than five years later, AMC is changing course.
“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. This is a strong indication that this NCM pre-show initiative does not negatively influence moviegoing habits,” AMC said. 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.”
AMC and National CineMedia will share the revenue from the new ad spots, according to the Hollywood Reporter.
The change comes weeks after the major movie theatre chain announced it will have 50% off tickets every Wednesday this summer.
Starting July 9, AMC Theatres across the U.S. will offer 50% off adult movie tickets for its Stubs reward members. The pricing initiative arrives in the middle of several blockbuster releases, such as Marvel’s “Fantastic Four,” James Gunn’s “Superman” and Jurassic World: Rebirth,” which all have July releases.
The announcement adds a second day of the week when the nation’s largest movie chain offers discounted tickets.
AMC, which has about 900 locations worldwide, introduced Discount Tuesdays several years ago, and the company says it is “one of the best attended days of the week.” With the addition of a Wednesday promotion, the theater chain aims to attract more moviegoers during the week.
Those looking to cash in on the 50% off Wednesday promotions must join AMC’s Stubs loyalty program, which is free to join.
