- AMC Theaters recently added a disclaimer stating films would begin 25-30 minutes after the advertised showtime, following a deal to increase in-theater advertising.
- This decision, stemming from a partnership with National CineMedia, aimed to boost AMC's advertising revenue amidst its weakest first-quarter earnings since 1996.
- The extended pre-show, which included both new ads and AMC's branded content, caused significant frustration among moviegoers and major film studios.
- Audiences voiced their annoyance on social media, with many indicating they would simply arrive at the cinema later to avoid the lengthy pre-film content.
- In response to the backlash, AMC is reportedly considering shortening its pre-show, potentially reversing some of the recent changes.
IN FULL
AMC in U-turn on latest decision after backlash from movie theatergoers
