AMC Theatres is facing criticism after deciding to increase the number of advertisements shown before film screenings, a move that some argue cheapens the moviegoing experience. The cinema chain, which is burdened by nearly $4 billion in debt, hopes the additional ad revenue will provide much-needed financial relief at a time when Hollywood is struggling to produce consistent box-office hits.
However, the decision risks alienating audiences who view the growing number of commercials as diminishing the premium experience they expect from a trip to the cinema. While streaming services have introduced ad-supported tiers to reduce costs, movie ticket prices have continued to rise, leading some to question the value proposition. Surveys indicate that when audiences choose to see a film in theatres, they seek a superior experience, including enhanced sound systems, plush seating, and premium food options.
AMC had previously resisted increasing ad loads, warning in 2019 that moviegoers would react negatively. But rivals Regal and Cinemark have already adopted similar practices without noticeable impact on attendance, providing compelling data for AMC to follow suit. The chain recently reported its worst quarter in nearly 30 years, making the additional revenue from ads hard to ignore.
While pre-show advertising has been common since the late 1980s, the steady increase in commercials has made the cinema experience less distinctive. Moviegoers often delay arrival to avoid the barrage of ads, and the focus on monetisation has overshadowed the magic that once defined theatre outings. Critics argue that the trend, combined with a reliance on sequels and streaming competition, undermines the film industry's long-term health.
