AMC Theatres has agreed to show pre-movie advertising before features begin as part of a new deal with National CineMedia, The Hollywood Reporter has confirmed.

Starting July 1, AMC will run a “platinum spot” with pre-movie commercials alongside traditional film trailers that play for its audiences. And AMC and NCM, the in-theater advertising company, will share revenues from the new pre-movie advertising window.

AMC in a statement explained why it has overcome initial reservations to now follow rival exhibitors and start showing pre-movie advertising.

AMC Theatres has agreed to show pre-movie advertising before features begin as part of a new deal with National CineMedia, The Hollywood Reporter has confirmed.

Starting July 1, AMC will run a “platinum spot” with pre-movie commerc

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