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AMC now warns moviegoers to expect ‘25-30 minutes’ of ads and trailers

Good news for people who hate trailers.

This already mirrors the estimated runtime of AMC’s preshow content, which includes ads and trailers, but now customers will be better informed if they want to arrive a little later without missing the start of their movie. The company made an agreement with the National CineMedia ad network that includes as much as five minutes of commercials shown “after a movie’s official start time,” according to The Hollywood Reporter, and an additional 30-to-60-second “Platinum Spot” that plays before the last one or two trailers. AMC was the only major theater chain to reject the National CineMedia ad spot when it was pitched in 2019, telling Bloomberg at the time that it believed “US moviegoers would react quite negatively.” Now struggling financially amid an overall decline in movie theater attendance and box-office grosses, AMC has reversed course, telling The Hollywood Reporter that its competitors “have fully participated for more than five years without any direct impact to their attendance.”

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