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.

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 ...