This week, AMC announced that it will soon begin showing a single on-screen advertisement after the last movie trailer has finished and before the feature film begins. Until this time, AMC has chosen not to use that time slot for advertising.
Virtually all movie theatres play a “pre-show” program on-screen in the period before the scheduled feature begins. In most cases, these programs are produced by third-party marketing services such as NCM and Screenvision. (Note: Screendollars partners with Screenvision to provide their programming to independent theatres across the U.S.)
Beginning in 2019, NCM and Screenvision began the practice of including a premium advertisement at the end of the preshow, immediately before the feature film. But until now, AMC has chosen not to include that ad placement in their pre-show, out of a concern that moviegoers might complain.
However, AMC explained in a statement that they were going to move forward with the new ad placement after observing success with the new spot at other major exhibitors, such as Cinemark. The move allows AMC to gain additional income from its screens without having to charge more for movie tickets or increase the length of the pre-show.
The world’s largest exhibitor is actively experimenting with other elements of their business model, including a recently announced “Discount Wednesdays” promotion that will begin this summer on July 8th.