AMC Theaters to Cut Pre-Show Length Amid Studio and Audience Feedback

AMC Theatres, the largest movie exhibition chain in the United States, is in the process of modifying its pre-show content following feedback from studios and audiences alike. The company is aiming to reduce the length of advertisements and trailers that play before the movies, a move anticipated by the end of the year. This change comes amid growing discontent among moviegoers who have expressed frustration over extended pre-shows that typically last between 25 and 30 minutes.

The theaters have drawn criticism for broadcasting a considerable volume of ads, sandwiched between cinematic trailers, a decision that has not sat well with audience members nor studio executives. This practice was seen by many as overly intrusive, detracting from the viewer's overall experience. In particular, the inclusion of AMC's own promotional spots has been deemed excessive by patrons already present at AMC venues.

The decision to scale back pre-show durations addresses complaints from both viewers and film studios. Studios have voiced concerns that the prolonged pre-shows are impacting the effectiveness of movie trailers — a key marketing tool. Research conducted by various studios has highlighted that only a portion of audiences are present when trailers commence. Without these trailers, studios worry they lose a crucial opportunity to engage future audiences and generate interest in upcoming releases.

AMC has included disclaimers on its ticket portals advising patrons to expect up to 30 minutes of content before their film starts, contributing to further speculation that the theater chain was inadvertently encouraging patrons to skip the preshow altogether.

In recent months, AMC entered into an agreement with National CineMedia Inc., integrating advertisements within its pre-shows, a move that aligned with industry rivals Regal and Cinemark. While designed to open additional revenue streams, this approach ultimately fueled concerns within the film industry about whether audiences were left engaged in meaningful cinematic content.

As AMC works toward shortening its pre-show runtime, the company faces the challenge of balancing ad revenue with consumer satisfaction and studio demands. Specifics on the amount of reduction have yet to be disclosed. Nevertheless, AMC's move towards shorter pre-shows holds the potential to return focus to movie trailers — reaffirming their role as the primary prelude to a cinematic experience rather than a lengthy procession of commercials.

This recalibration by AMC suggests responsive adaptation to both industry pressure and customer feedback while continuing to navigate the complex dynamics of exhibition versus content precedence. As the discourse around preshow expectations continues, AMC’s forthcoming adjustments are anticipated to rebalance the equilibrium between advertising presence and entertainment, possibly setting a new precedent for the movie-going experience.