 |
|
|
.-') _ .-') _ |
|
( OO ) ) ( OO ) ) |
|
.-----. ,--./ ,--,' ,--./ ,--,' |
|
' .--./ | \ | |\ | \ | |\ |
|
| |('-. | \| | )| \| | ) |
|
/_) |OO )| . |/ | . |/ |
|
|| |`-'| | |\ | | |\ | |
|
(_' '--'\ | | \ | | | \ | |
|
`-----' `--' `--' `--' `--' |
|
lite.cnn.com - on gopher - inofficial |
|
|
|
|
|
ARTICLE VIEW: |
|
|
|
• |
|
|
|
3 min read |
|
|
|
AMC Theaters will start placing even more ads in cinemas nationwide |
|
starting today |
|
|
|
By Liam Reilly, CNN |
|
|
|
Updated: |
|
|
|
7:00 AM EDT, Tue July 1, 2025 |
|
|
|
Source: CNN |
|
|
|
Moviegoers headed to their local AMC theater can expect to see more ads |
|
before movies starting on Tuesday as a deal with ad giant National |
|
CineMedia takes effect. |
|
|
|
The deal, , will see AMC Entertainment place ads in the “platinum |
|
spot,” the highly coveted period immediately preceding a movie’s |
|
start. The preshow material ahead of feature films, which includes |
|
trailers and other promotions, can last between 25 minutes to 30 |
|
minutes, according to AMC’s website. |
|
|
|
The deal with National CineMedia, which provides ads to several major |
|
theater chains, will also enable AMC to secure additional ad sales. It |
|
is expected to provide a much-needed lifeline to AMC, which recently |
|
saw outside the pandemic. |
|
|
|
AMC and National CineMedia did not respond to requests for comment. |
|
|
|
The ad expansion is a departure from the theater giant’s prior |
|
stance. In 2019, when top competitors Regal Cinemas and Cinemark |
|
Theatres , AMC refused to participate. At the time, the company said it |
|
“flatly rejected” the company’s offer, expressing concerns that |
|
“US moviegoers would react quite negatively to the concept.” Now |
|
the company is singing a different tune. |
|
|
|
“While AMC was initially reluctant to bring this to our theaters, our |
|
competitors have fully participated for more than five years without |
|
any direct impact to their attendance,” AMC told Bloomberg last |
|
month. |
|
|
|
The reversal reflects the mounting pressure AMC faces amid a sluggish |
|
industry rebound. Ticket sales are from the pandemic, and the company |
|
continues to feel the impact of the 2023 actors’ and writers’ |
|
strikes that disrupted film release schedules. On top of that, the |
|
dominance of streaming platforms has further eroded traditional |
|
theatergoing. |
|
|
|
To stay afloat, AMC has made difficult choices. CEO Adam Aron revealed |
|
last year that the company has since 2019 to trim costs. |
|
|
|
But, during the company’s latest investor call, Aron dismissed the |
|
company’s dismal Q1 results, describing the quarter as a |
|
“distorting outlier, an anomaly that has already corrected itself,” |
|
and pointed to a “resurgent box office” for the remainder of the |
|
year. |
|
|
|
Though totaled $8.7 billion — down 3.3% year-over-year and 23.5% |
|
compared to the pre-pandemic $11.3 billion in 2019 — the summer box |
|
office is showing promise. |
|
|
|
Paul Dergarabedian, a senior media analyst with Comscore, told CNN that |
|
the launch of National CineMedia’s pre-show programming comes at an |
|
“auspicious time given the strength of the current summer movie |
|
season with a hit-filled month of July on the horizon.” |
|
|
|
“The massive footprint that AMC brings to bear will put this |
|
advertising package in front of a captive audience, and the revenue |
|
enhancing potential that is the stated motivation by AMC for this |
|
initiative will ostensibly enable the chain keep ticket prices stable, |
|
enhance the customer experience, and ensure the long-term success of |
|
the company,” Dergarabedian said. |
|
|
|
The 2025 box office is already , buoyed by Disney’s “Lilo & |
|
Stitch” remake, which has grossed more than $380 million |
|
domestically. That’s an 18% gain compared to this time last year, |
|
according to Comscore data. |
|
|
 |
<- back to index |
