Starting now (July 1), AMC will add a “platinum spot” to its pre-movie commercials, incorporating additional advertising alongside the traditional bevvy of film trailers that run before a movie.

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.

According to Deadline, AMC Theatres has caved to the movie studio execs and is moving to shorten its pre-show advertisements.

Starting July 1, AMC Theatres, the largest cinema chain in the U.S. and Europe, will introduce an additional commercial to the lineup of ads and trailers shown before movies.

Starting on July 1, AMC will add a “platinum spot” to its pre-movie commercials, incorporating additional advertising alongside the traditional bevvy of film trailers that run before a movie.

AMC 34th Street theater reopens after COVID-19 closures, Friday, March 5, 2021, in New York. (Photo by Evan Agostini/Invision/AP, File) Author: Melissa Hernandez De La Cruz Published: 11:02 AM CDT ...

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 ...