In a move to increase theater-going profitability, AMC Theatres has extended its pre-show commercials and trailers to 25-30 minutes. AMC Theatres’ new partnership with movie theater advertising company National CineMedia is behind the increased ad strategy, reports The Hollywood Reporter. The new ad structure will weave ads between trailers, including a “platinum spot” that plays just before the film starts.
AMC says the ads are in line with their competitors and will allow them to continue offering reduced-price matinee screenings and Discount Tuesday.
AMC Theatres initially refused to participate in the ad structure in 2019, but has reversed its stance, believing that the ads will not negatively affect movie-goers. In a statement to Bloomberg, AMC said, “Our competitors have fully participated for more than five years without any direct impact to their attendance.”
Online reactions to the news seem to suggest the opposite.
Though the pre-show previews will increase, a notice has been added to the AMC ticketing platform to inform attendees when the film will start.
So what is a movie-goer to do? If you want to go to a movie without the extra ads, try out one of Tampa Bay’s mom-and-pop theaters instead.
Sun-Ray Cinema
Located behind the former University Mall, Sun-Ray Cinema is an excellent option for every kind of movie lover. The theater has a steady lineup of blockbusters, indie films, and classics. Run by true cinephiles, Sun-Ray Cinema caters to the customer experience.
“We will never show ads for products or services. Our previews run from 8 to 12 minutes,” says Tim Masset, owner and operator of Sun-Ray Cinema.
Their pre-show previews consist of clips that match the tone of the feature. “Right now I’m super fond of running Windows screensavers from the ’90s with a shoegaze soundtrack,” Masset says.
Browse: sunraycinema.com
Visit: 12332 University Mall Ct, Tampa, FL 33612
Contact: (813) 896-4786
Tampa Theatre
Right at the heart of Downtown Tampa sits the historic Tampa Theatre. Though the theatre is known for its curated slate of classic films, Tampa Theatre also screens contemporary films. Their pre-show previews are an average of 7 to 10 minutes.
“We try to never go beyond 10 minutes if we can help it,” says Jill Witecki, the Tampa Theatre Director of Marketing & Community Relations. “We try to limit to 5 minutes to accommodate the curtain speeches.”
The previews include trailers for upcoming screenings and in-house ads for their upcoming concerts, live comedy shows, or events. Tampa Theatre does not run advertisements unrelated to events at the theatre.
Browse: tampatheatre.org
Visit: 711 N Franklin St, Tampa, FL 33602
Contact: (813) 274-8286
Green Light Cinema
Just across the bridge, Downtown St. Petersburg is home to Green Light Cinema. The 80-seat art house theater shows independent movies, documentaries, foreign language films, and classic films.
Green Light Cinema’s pre-show previews clock in at about 5 to 8 minutes and consist of trailers for upcoming films. In addition to its regular lineup of films, Green Light Cinema also hosts monthly special event screenings like VHS Club, Second Screen Cult Cinema, and Cinema in the Cellar.
Browse: greenlightstpete.com
Visit: 221 2nd Avenue North, Saint Petersburg, Florida 33701
Contact:(508) 816 – 8968
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