It's no secret that cinemas had a difficult time to return to solid ground after the pandemic, which closed theaters around the world five years ago for months at the end. Theater chains like AMC have never been restored completelyAnd it was a bumpy ride. Now, in an effort to reduce the much needed revenue, AMC is soon to make the experience on the go only a little worse for its patrons.

A recent report by Bloomberg He confirms that AMC theaters, the world's largest theater chain, will start playing even more ads before the film begins. AMC reportedly reached an agreement with a company called National Cinema AD, which will handle ads. Starting July 1, AMC will play what is called a "Platinum Place", which is an advertisement shown just before the film starts during the trailer of the show's experience. The theater chain described the money they make out of this as "vital income". In E -So, the theater chain was supposed to say this about the decision:

"While AMC initially didn't want to bring this to our theaters, our competitors fully participated for more than five years without direct impact on their attendance."

AMC was actually the largest participant in the exhibition space to avoid doing so. Back in 2019, National Cinemedy Receives Regal and Cinemark of the Ship for this Additional Advertising SlotAnd those companies have been doing this since. Although that decision may not cost any present, or at least not measurably, the heavy burden on ads before the film begins is often a complaint against the theater theater, the one that contributes to "I would like to stay home and wait to convey" the release of which the theater chains are fighting.

I am compassionate to the needs of theater chains such as AMC, who have been a terrible storm in recent years. 2024 was a wildly uneven year in the box office, with 2025 coming out of a terrible start. Not helped the only authorized blockbuster in the first piece of the year was Non-ZHA 2, which made almost all its $ 2 billion in China alone. It is difficult, and these companies need to find ways to help use finances during uncertain periods.

I am primarily a box office analyst, the one who nurtures the theater experience. So, I not only want AMC to survive, but to understand that Hollywood needs it absolutely. But adding more ads before the film begins in the world's largest theater chain does not look like something that is likely to help improve experience, which is what can actually motivate people to develop the habit of developing again. As already stated on the AMC website, patrons can expect to wait about 20 minutes after the showtime before the film begins:

"The specified duration is the duration of the feature film. The functional film does not start at the released Showtime. There are approximately 20 minutes of diverting material, including trailers, between the released Showtime and the beginning of the feature film."

For what is worth, AMC does some inventive things that can really help in the state of movement in 2025. AMC will start offering reduced tickets on Wednesday. It is something I was arguing before, and it is tempting to potential ticket buyers. But running more ads? Not so much. The pragmatic part of me can understand why the company is doing this. However, the part of me that understands the only way box office improves on a regular basis is to go to movies great experience disagrees. There must be a better way. This is not it.