If you've felt like movies at AMC Theatres start later than ever, you're right — and now AMC is officially acknowledging it. The company recently updated its ticketing information to inform moviegoers that films will begin 25 to 30 minutes after the advertised showtime, a move that combines both extended trailers and a growing slate of commercial advertisements.
What’s in That Half Hour?
According to The Verge, AMC’s expanded pre-show block includes a combination of movie trailers and what the company calls “Platinum Spots” — premium ads that play immediately before the trailers. These are not previews for upcoming films, but actual commercial advertisements from brands like Google or car companies.
Nerdist further reports that AMC has re-upped its deal with National CineMedia, allowing these premium spots — plus a few additional minutes of standard ads — to return to AMC screens nationwide. This new format means audiences will sit through up to five minutes of commercials, followed by 15–20 minutes of trailers, before the feature film begins.
Why It’s Happening
The timing shift is part of a broader revenue strategy. With box office numbers still recovering post-pandemic, Business Insider notes that theaters are looking for new ways to monetize the in-theater experience without raising ticket prices. For AMC, selling more ad space before the film starts is an easy way to generate income — especially if the timing is clearly disclosed to customers in advance.
This change also comes as lawmakers in some states, including Connecticut, have proposed requiring theaters to list both the actual feature start time and the advertised showtime. AMC’s move may be a way of getting ahead of that kind of legislation, offering transparency before regulation forces it.
So, What Should You Do?
If you don’t mind watching trailers and a few ads, feel free to arrive at the scheduled time. But if you’re just there for the main event, AMC has basically told you it’s safe to show up 25 minutes late. You’ll still catch every frame of the movie.
It’s also worth noting that not all theaters operate this way. Smaller chains and venues like Alamo Drafthouse keep pre-show times under 15 minutes and focus more on curated content than ad revenue.
