AMC Theatres to Shorten Preshow Following Studio Complaints
AMC Theatres is looking to cut down the length of its preshow after major movie studios expressed frustration over the growing number of ads shown before films. Sources tell us that the top theater chain is hoping to reduce the preshow time by the end of this year, although details are still being worked out.
Back in June, news came out that starting July 1, AMC had made a deal with National CineMedia Inc. to run more ads during movie preshows, specifically a high-profile “platinum spot.” Other big theater chains like Regal and Cinemark were already doing this to bring in extra ad revenue. Seeing no harm to their business, AMC decided to join in as well.
But this move didn’t sit well with studios. Executives at major studios were unhappy because moviegoers were skipping trailers for upcoming movies, which are a crucial marketing tool to keep fans interested in new releases. The longer preshows filled with ads were pushing people away from watching these trailers.
Things got worse when AMC added a note on its ticket-buying website saying, “Please allow 25-30 extra minutes for trailers and additional content before the movie starts.” Some studio execs took that as a hint telling audiences to skip the preshow altogether and just come in right before the movie begins.
In response, several studios ran their own tests and found that preshows at the top three chains lasted between 24 and 28 minutes during one busy weekend in Southern California. One study showed that just four minutes before the movie started, only 80% of viewers were still in their seats watching trailers.
There are a few problems at play here in today’s movie-going world, and not all of the blame falls on theaters trying to make extra money. Studios themselves pay for the trailer spots or work out marketing deals with theater chains, so they have a hand in filling up the preshow too. Plus, the rise of reserved seating means many moviegoers arrive just in time for the film, skipping most or all of the preshow.
The whole situation shows the tricky balance between theaters trying to boost revenue with more ads and studios wanting to promote their movies effectively. For now, AMC seems ready to listen to studios and shorten the preshow to keep movie fans happy and trailers in front of their eyes.
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