Amc theaters are about to make the cinema worse

It is not a secret that the cinema theaters faced a difficult time to return to a solid ground in the wake of the epidemic, which closed the theaters around the world five years ago for more successive months. Theater chains like AMC have not been fully recoveredAnd it was a rugged journey. Now, try to photograph some of the revenues that affect the need, the AMC is about to make the cinema experience a little worse for its sponsors.

Modern report from Bloomberg It confirms that AMC theaters, the largest theater series in the world, are about to start playing more commercials before starting the movie. According to AmC, an agreement with a company called National Cinempia Inc. , Which will deal with ads. Starting on July 1, AMC will play what “Platinum Spot”, an advertisement that appears before the start of a movie during the trailer from the pre -show experience. The theater chain described the money they will achieve from this as “vital revenues”. In an email, the theater series had to say this about the decision:

“While AMC was initially hesitant to present this to our theaters, our competitors have fully shared for more than five years without any direct impact on their presence.”

AMC was actually the biggest comment in the exhibition space to avoid doing this. Once again in 2019, National cinematographer obtained regal and cinemark on this additional advertising holeAnd those companies have done so since then. Although this decision may not cost them any presence, or at least not significantly, the burden of heavy advertising before the movie actually starts is a complaint often against the theater, which contributes to “the best stay at home and waiting for his flow” the issue that the stage chains fights.

I am sympathetic to the needs of the stage chains such as AMC, which has succeeded in a terrible storm in recent years. The year 2024 was uneven at the box office, when 2025 began a horrific start. This did not help that the only accredited transparency in the first part of the year was “Ne-Zha 2”, which made nearly two billion dollars in China alone. It has been difficult, and these companies need to find ways to help enhance their financial resources during unconfirmed times.

I am primarily a box office analyst, cherishes the theatrical experience. So I don’t just want to survive AMC, but I understand that Hollywood needs it completely. But adding more ads before the movie begins in the world’s largest theater series in the world does not seem like something that will help improve the experience, which can actually motivate people to develop the habit of regular cinema again. As the AMC website already states, the beneficiaries can expect about 20 minutes after the published Showtime before the movie begins:

“The run -up time is the duration of the feature film. The feature film does not start with the published show. There are nearly 20 minutes of PRSHOW materials, including trailers, between the published show and the beginning of the feature film.”

When it is worth, AMC does some innovative things that can really help the cinema condition in 2025. Amc will start providing reduced tickets on Wed Wednes. This is something that I previously argued, and this is tempting for potential ticket buyers. But run more ads? Not much. The practical part can understand the reason for the company. However, the part that understands the only way the box office improving is more regularly to make going to movies a great experience that does not agree with it. There should be a better way. This is not.