A month after debuting new advertising blocks, AMC Theatres plans to shorten the number of commercials ahead of movies.
In July, AMC started running “platinum spot” with pre-movie commercials alongside traditional film trailers.
Now, the theater chain plans to reduce the length of the advertising pre-show by “four or five” minutes.
The Wrap reports AMC is looking to shorten the commericals telling patrons to silence their cell phones during the movie.
“Those play about four to five minutes in length, and we think we can take two or three minutes out of that,” AMC Theatres CEO Adam Aaron told The Wrap. competitors
AMC also conducted a survey and found it screens one more trailer than its competitors. Aaron said the theater company will cut out that extra trailer, taking off another two or three minutes from the preshow.
AMC made another patron-friendly decision earlier this year. In May, the chain announced it would begin offering 50% off on Wednesdays, beginning July 9.
The chain’s perk membership, AMC Stubs, will receive the discount on adult-evening ticket prices at all AMC locations in the U.S.
AMC Stubs, which is free to join, already offers discounts to members on Tuesdays. Customers can join through the AMC mobile app,website or at their local theatre.
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