AMC to trim preshow by four to five minutes after NCM ad deal, CEO says
AMC Entertainment’s chief executive Adam Aron confirmed on the company’s Q2 2025 earnings call that the theater chain plans to shorten its preshow by about four to five minutes. The move comes as AMC expands advertising time through its deal with National CineMedia (NCM), a pact announced earlier this year in an effort to boost revenue.
The adjustment to preshow length is intended to be complementary to the new ad window, not a reversal. Aron said the company anticipated needing to shorten preshow while expanding ad time to offset the changes and balance the overall offering for moviegoers and studio partners.
AMC’s own internal preshow study, which compared rival circuits, found that AMC runs one extra trailer relative to competitors. That alone accounts for roughly two and a half minutes. In addition, internal promotional spots—such as “Silence Your Cellphones” and “Silence Is Golden”—as well as a 15-second segment from an Imax promo, contribute another two to three minutes that could be trimmed.
Aron acknowledged that trailer packages are popular with some consumers who want to see what’s coming, and studios value the wide reach of these previews. At the same time, other cinema-goers have expressed that the package has grown too long. The goal, he said, is to strike a happy medium.
The decision to pursue the NCM deal was driven by revenue potential. Aron noted that AMC hadn’t seen the same revenue lift from extra preshow ads at rival chains like Regal and Cinemark, which helped motivate AMC to pursue NCM’s ad inventory. The NCM agreement was initiated at the start of the year when the box office environment was weak.
What this means for moviegoers is a shorter wait before the main feature, while studios maintain access to a broad trailer ecosystem. For the industry, the development will be watched closely to see how it affects audience sentiment and overall advertising revenue moving forward.
Key takeaways
– Preshow time targeted to shrink by four to five minutes.
– The NCM deal aims to boost advertising revenue without eliminating the new ad window.
– Internal findings show AMC’s additional trailer time and promos contribute to the longer preshow.
– AMC seeks a balance between customer experience and studio advertising needs.
– The move follows a year of cautious ad revenue strategies during a weaker box office climate.
Summary: AMC is adjusting its preshow length to better balance advertising revenue with customer experience, in the context of its NCM deal and competitive industry dynamics. The company suggests the changes will offset each other, preserving the new ad window while making the pre-show shorter for audiences. This approach signals a broader industry push to optimize theater advertising without sacrificing the viewer experience.
Optional add-on for editors: Consider linking to the Q2 earnings call transcript or a follow-up piece detailing early reader sentiment and any observed impact on attendance or concessions revenue in the coming quarters.