Industry leader AMC Theatres is reversing course and joining its rivals on July 1 in adding regular ads to its pre-movie ...

AMC Theatres is confident its new business model of running ads before movies won’t discourage filmgoers from coming to movies at the theater chain.

The pre-show will go on and on as the exhibition giant will introduce a “platinum spot” advertising window on July 1 alongside film trailers before tentpoles begin.

Moviegoers can expect to have a longer pre-movie show starting next month at one major theater chain. AMC Theatres introduces new pre-movie commercials starting July 1st. Skip Navigation ...

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 ...