AMC Theatres Increases Ads Before Movies, Frustrating Moviegoers

LOS ANGELES, CA — AMC Theatres plans to increase the number of advertisements shown before movie screenings this week, much to the chagrin of ticket buyers. The decision comes as the chain grapples with nearly $4 billion in debt and seeks new revenue streams amidst a challenging film industry landscape.

As theaters struggle with attendance issues, they are now asking audiences to sit through extended commercial breaks before the feature presentation. Nicole Kidman‘s famous words, “We come to this place for magic,” now seem overshadowed by an influx of ads for fast food and beverages.

This shift in policy highlights a growing concern in the entertainment sector: the balance between immediate financial gain and long-term customer satisfaction. While streaming platforms have adapted to audience preferences by introducing ad-supported models, moviegoers are less than thrilled about similar developments at cinemas.

Surveys indicate that while audiences remain cost-conscious, they also desire an enhanced experience when visiting theaters. For instance, premium formats like IMAX have thrived, suggesting that movie-goers appreciate quality upgrades such as better food and seating. However, the new ad strategy may detract from that sought-after premium experience.

AMC previously resisted the push for additional ads, claiming it feared a backlash from moviegoers. In contrast, competitors like Regal and Cinemark have embraced extended ad slots without experiencing a drop in attendance. This evidence may pressure AMC to reconsider its stance, particularly after reporting the worst quarterly performance in almost three decades.

Despite the growing prevalence of pre-show advertisements since the late 1980s, ticket buyers express frustration over lengthy ad blocks. A recent Fandango poll revealed that 67% of moviegoers wish commercials were shorter, yet theaters often ignore feedback in favor of increased revenue from advertisers.

The pandemic has fundamentally altered moviegoing habits, prompting theaters to seek innovative solutions such as dynamic pricing and enhanced loyalty programs. Nevertheless, the rising volume of ads may not align with what audiences truly desire.

With the movie industry at a crossroads, the challenge remains: how can theaters maintain a magical experience while addressing financial hurdles? As AMC moves ahead with its ad strategy, only time will tell if they are truly serving their customers’ best interests.