AMC Theatres will also show even more ads in the run-up to its movies, including up to 5 minutes of ads after the movie’s ...

AMC's decision to air longer movie ads before its movies, and a warning to consumers has angered studios. Studios believe no ...

AMC fans have sparked a debate online over a new feature the movie theater company launched on its app. Avid movie fans love ...

AMC is joining major competitors in running even more commercials before the movie begins starting July under a new ...

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.

As movie-goers returned to theaters in 2022, AMC in the fall reported third-quarter revenue of $968.4 million, up from $763.2 million in the year-ago period. "[W] ...

AMC Theatres, the nation's largest movie theater chain, unveiled a new pricing scheme in which seat location determines how much your movie ticket costs. Evan Agostini/Invision/AP. By .

Leave it to AMC Theatres to find a way to make the theatrical experience even worse. The chain is about to play even MORE ads in theaters before a film starts.

The theater chain’s decision brings it in line with what its biggest competitors, Regal and Cinemark, have been doing since 2019, but it risks irking loyal customers.

AMC tested the idea and found that people didn’t want to pay more for the best view or take less desirable seats at a discount. Above, moviegoers at an AMC theater in Monterey Park in 2021.

AMC said the pricing plan, dubbed “Sightline,” has already been rolled out in some locations and, by the end of the year, will be in place at all domestic AMC theaters during showings after 4 p.m.