AMC Entertainment, the largest movie theater chain in the United States, has announced plans to significantly reduce the duration of advertisements shown before films, responding to mounting criticism from major film studios and audiences alike. The decision comes after years of complaints about lengthy pre-show ad reels, which have often delayed movie start times by 20 minutes or more, frustrating moviegoers and prompting studios to voice concerns about the impact on the theatrical experience.
For years, AMC and other major theater chains have relied on pre-movie advertisements as a key revenue stream. These ad reels, which include commercials for local businesses, national brands, and upcoming films, have steadily grown in length, with some theaters running up to 25 minutes of ads before the feature presentation. This practice has drawn ire from audiences, who feel they are paying premium ticket prices for a diminished experience, and from film studios, who argue that excessive ads detract from the cinematic immersion they strive to create.
In recent months, major studios such as Disney, Warner Bros., and Universal have reportedly intensified pressure on AMC, citing concerns that prolonged ad reels are alienating audiences and potentially contributing to declining theater attendance. With streaming platforms offering ad-free or ad-light viewing options, studios have argued that theaters must adapt to remain competitive in an evolving entertainment landscape.
In a statement released on August 4, 2025, AMC CEO Adam Aron announced that the chain would cut pre-movie ad times by approximately 40%, aiming to reduce the average pre-show runtime to under 10 minutes. The revised pre-show will prioritize trailers for upcoming films, which Aron noted are “a core part of the moviegoing experience,” while scaling back on third-party commercials. The changes are set to roll out across all AMC locations in the United States by the end of 2025, with select theaters implementing the shorter ad reels as early as September.
“We’ve heard the feedback loud and clear from our guests and our studio partners,” Aron said. “Our goal is to enhance the moviegoing experience by ensuring that audiences can dive into the films they love without unnecessary delays. We’re committed to striking a balance between maintaining our business model and respecting the time of our patrons.”
The announcement has been met with cautious optimism from major studios. A spokesperson for Disney praised AMC’s move, stating, “We applaud AMC’s efforts to prioritize the theatrical experience and ensure that audiences can engage with our films as intended.” Similarly, a Warner Bros. executive noted that shorter ad times could help theaters compete with home entertainment options, particularly for event films designed for the big screen.
However, some studios remain skeptical, suggesting that AMC’s changes may not go far enough. An anonymous source from a major studio told Variety, “Ten minutes is still a lot of time to sit through ads when you’ve already paid $15 or more for a ticket. We’d prefer to see even tighter restrictions, ideally keeping pre-shows to trailers only.”
The backlash against lengthy pre-show ads has been a recurring topic on social media platforms like X, where moviegoers have frequently vented their frustrations. Posts such as “Why am I paying to watch 20 minutes of car commercials before my movie starts?” and “AMC needs to respect our time!” have gained traction, reflecting widespread sentiment. AMC’s decision to shorten ad times is likely an attempt to address this discontent and retain its customer base.
Industry analysts suggest that the move could help bolster theater attendance, which has yet to fully recover to pre-pandemic levels. According to the Motion Picture Association, U.S. box office revenue in 2024 reached $8.7 billion, down from $11.4 billion in 2019. By streamlining the pre-show experience, AMC hopes to make theaters a more attractive option for audiences weighing the convenience of streaming against the theatrical experience.
While the reduction in ad time is a win for audiences and studios, it poses financial challenges for AMC. Pre-show advertising is a significant revenue source, generating millions of dollars annually for the chain. To offset potential losses, AMC is exploring alternative revenue streams, including expanding its premium large-format offerings like IMAX and Dolby Cinema, which command higher ticket prices, and enhancing its loyalty program, AMC Stubs, to drive repeat business.
Additionally, AMC has indicated it will work with advertisers to create more targeted, high-impact ads that deliver value in a shorter timeframe. “We’re not eliminating ads entirely,” Aron clarified. “But we’re being smarter about how we use that time to ensure it’s engaging and relevant.”
AMC’s decision to shorten pre-movie ads marks a significant shift in the theater industry, reflecting broader trends toward prioritizing consumer experience in a competitive entertainment market. As other major chains, such as Regal and Cinemark, face similar pressures, industry observers will be watching closely to see if they follow suit.
For now, AMC’s move is a promising step toward addressing the concerns of studios and audiences alike. Whether it will be enough to reinvigorate theater attendance remains to be seen, but it’s clear that the chain is listening—and adapting—to the changing demands of the moviegoing public.
