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. By Etan Vlessing Canada Bureau ...

AMC, the largest theater chain in the United States, will soon start showing even more commercials before the start of a movie. This is on top of the usual 20 minutes of trailers and ads already shown ...

Industry leader AMC Theatres is reversing course and joining its rivals on July 1 in adding regular ads to its pre-movie lineup in a worrisome trend for studios. By Pamela McClintock Senior Film ...

AMC Theatres, facing years of stagnating attendance, took bet in July when it added commercials to its preview roll, eager to boost its bottom line. Early numbers now show that the deal’s working and ...