AMC Theatres is rolling out another big change, and this time, it’s aimed at getting moviegoers to the main feature a little faster.
Just weeks after introducing new “platinum spot” commercial blocks in July, the nation’s largest theater chain says it will shorten the length of its pre-movie advertising by several minutes.
Speaking to The Wrap, AMC Theatres CEO Adam Aron confirmed that the chain plans to trim its on-screen reminders and commercials by “four or five” minutes. That includes cutting back the time spent on the familiar “silence your cell phone” and “no talking” clips that play before trailers begin. “Those play about four to five minutes in length, and we think we can take two or three minutes out of that,” Aron said.
AMC is also looking at its trailer count. According to Aron, a recent internal survey revealed that AMC screens one more movie trailer than most of its competitors. To speed things up, the company will drop that extra trailer, saving audiences another two to three minutes before the feature film starts.
This move comes shortly after AMC introduced its “platinum spot” advertising – a premium pre-movie ad format that runs alongside traditional film trailers. While those new ads are staying, the chain’s goal is to balance advertising revenue with a smoother and quicker audience experience.
It’s not the only recent change aimed at making customers happier. Back in May, AMC announced a major ticket discount program, offering 50% off adult-evening ticket prices every Wednesday starting July 9. The deal is available exclusively to AMC Stubs members, the company’s free loyalty program, which already gives members discounts on Tuesdays. Customers can sign up for AMC Stubs through the mobile app, on the company’s website, or in person at any AMC location across the United States.
With movie ticket prices and concession costs climbing in recent years, perks like discounted tickets and shorter wait times before the film could help AMC stay competitive – especially as audiences remain selective about heading back to theaters post-pandemic.
For Aron, the goal seems to be a balance between keeping the theater profitable and keeping audiences satisfied. “People come for the movie,” he said, “and the sooner we get them to it, the better.”
AMC has not given an exact date for when these pre-show cuts will roll out, but moviegoers can expect to see the changes in the coming months. Whether it’s the big summer blockbusters or the awards-season contenders later this year, audiences might finally get what they’ve been asking for – less waiting, more movie.
Jamie Wells has a knack for getting the inside scoop on Hollywood’s biggest stars and up-and-coming talent. With a sharp eye for industry trends and an ear for viral moments, Jamie covers everything from red-carpet events to behind-the-scenes drama in movies, TV, and celebrity culture.
