AMC Entertainment has now unveiled a new strategy to make money, increasing the company’s revenue amid a growing box office.
AMC Theatres, the largest movie theater chain in the United States, is set to transform the pre-movie experience by introducing a groundbreaking advertising initiative starting July 1, 2025.
In a strategic partnership with National CineMedia (NCM), AMC will integrate a premium “Platinum Spot” advertising window alongside traditional film trailers, aiming to enhance the cinematic experience while driving new revenue streams to bolster the theater industry’s recovery.
This move marks a significant shift from AMC’s historical reluctance to feature commercials immediately before films, signaling a bold adaptation to modern economic realities.
The decision comes as AMC continues to navigate the lingering effects of the COVID-19 pandemic, which shuttered theaters nationwide, and a Hollywood industry still rebounding from the 2023 dual strikes.
By introducing curated, high-impact advertisements, AMC aims to offset financial challenges while maintaining its commitment to delivering a world-class moviegoing experience.
“This isn’t just about ads; it’s about creating a dynamic pre-show that complements the magic of cinema,” said AMC CEO Adam Aron in a statement.
“We’re crafting an experience that respects our audience’s time while supporting the industry we love.”
The “Platinum Spot” will feature concise, high-quality commercials from top-tier brands, strategically placed right before the feature presentation.
Unlike traditional pre-show ads, these spots are designed to feel cinematic, blending seamlessly with the trailers that moviegoers already enjoy.
AMC has emphasized that the ads will be limited in duration to avoid disrupting the audience experience, with a focus on premium content that aligns with the theater’s brand.
“We’re not bombarding our guests with endless commercials,” an AMC spokesperson noted.
“This is about enhancing the pre-show with ads that feel like part of the storytelling experience.”
The partnership with NCM, a leader in cinema advertising, allows AMC to tap into a growing demand from brands eager to reach captive theater audiences.
With moviegoers demonstrating a renewed enthusiasm for theatrical releases—evidenced by AMC’s record-setting Memorial Day weekend in 2025—the timing is ripe for this initiative.
The box office has shown resilience, with upcoming blockbusters like Jurassic World: Rebirth and James Gunn’s Superman reboot expected to draw massive crowds, providing advertisers with a prime opportunity to engage with diverse, engaged audiences.
Industry analysts see this as a savvy move for AMC, which has faced financial headwinds, including a 28.6% drop in its stock price in Q1 2025 and a hefty debt load.
By diversifying revenue beyond ticket sales and concessions—already bolstered by creative offerings like themed popcorn buckets and expanded food menus—AMC is positioning itself for long-term sustainability.
“This is a natural evolution,” said media analyst Sarah Klein.
“Theaters have always been about shared experiences, and smart advertising can enhance that without detracting from the main event.”
The initiative also aligns with broader industry trends, as entertainment companies increasingly blend advertising with content to offset rising costs.
AMC’s recent innovations, such as its 50% off Wednesday ticket program for AMC Stubs members and a major deal with Imax to deploy laser technology in over 180 theaters, underscore its commitment to enhancing the theatrical experience while addressing economic realities.
The Wednesday discount, launched to boost midweek attendance, has already shown promise, with industry insiders noting it could set a precedent for other chains like Cinemark and Regal if successful.
Not everyone is thrilled about the addition of commercials, however.
Some moviegoers have expressed concerns on social media about potential disruptions to the cinematic experience, with one X post stating, “Trailers are one thing, but ads right before the movie?
Hope they keep it short.”
AMC has responded by emphasizing its commitment to balance, ensuring the “Platinum Spot” enhances rather than detracts from the moviegoing vibe.
The move also draws attention to AMC’s broader efforts to stay competitive in an era dominated by streaming.
While platforms like Netflix and AMC Networks’ own AMC+ vie for viewers, AMC Theatres is doubling down on the unique allure of the big screen.
The company’s recent success with viral campaigns, like Nicole Kidman’s iconic 2021 AMC ad, which garnered over a million YouTube views and a Saturday Night Live parody, highlights its ability to capture cultural moments.
Kidman herself recently remarked, “I’m still deeply connected to AMC.
Heartbreak feels good in a place like this,” underscoring the emotional pull of theaters.
As AMC rolls out this new advertising strategy, it’s clear the company is not just adapting but redefining what it means to go to the movies.
By blending innovation with tradition, AMC is betting that a carefully curated pre-show can keep audiences engaged, support the industry’s recovery, and ensure that the magic of cinema endures for generations to come.
For more details on AMC’s initiatives, visit amctheatres.com.
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