More Movie Theater Ads: Why the Cinema Experience is Suffering (and How to Fix It)

more advertising sits between you and your movie

This Deadline article on AMC agreeing to a deal with National CineMedia Inc. to run more movie theater ads prior to movies fired me up. This feels like more degradation to the cinema experience when theaters are already struggling. I understand theaters' need to increase revenue, but I can’t help but think they’re chasing short-term gains, wasting my time, and not focusing on giving back to the audience in a way that makes people want to leave their homes to sit in the theater.

More Ads Before Your Movie

I recommend reading the Deadline article for full context, but the gist is:

“AMC has hammered a deal with National CineMedia Inc. to run the spots during each movie’s pre-shows. National CineMedia is the ad network in major circuits. There’s a “platinum spot” that will be shown on screens just prior to a movie’s start. AMC will reportedly get a cut of the ad sales.”

I’ve been to the theater in the last month to see Thunderbolts*, Mission: Impossible – The Final Reckoning, and Lilo & Stitch. Two of those have been in AMC theaters; one was Regal. I can speak to AMC’s experience more because those are closest to me, and the Regal experience was when I was out of town.

In each instance, I looked at my watch when the lights went down, then again when the actual movie started. It’s been at least 30 minutes in each instance. There’s the usual 15 to 20 minutes of ads before you get to anything resembling a movie trailer. Then maybe 10 minutes of trailers, but then AMC touts its visual and sound in what’s another ad. Then, we have the Coke ad with two people sitting in the theater on a date. Then the Nicole Kidman AMC ad. Then, if you’re lucky, the movie starts, but during Lilo & Stitch, there was another trailer.

It’s Not a Negative?

How is this not negatively impacting the overall movie experience? AMC doesn’t think it is.

“While AMC was initially reluctant to bring this to our theatres, our competitors have fully participated for more than five years without any direct impact to their attendance.”

I wonder about the inverse of that statement. There’s been no impact to their attendance, which I read as the number of people buying tickets hasn’t decreased. But it’s not going up either, is it? According to BoxOfficeMojo.com, total box office gross has been in decline since 2018, when it had its highest total of $11.8 billion. Post-pandemic, 2023 reached a high point of $8.9 billion. For comparison, that peak is on par with 2005 ($8.8 billion) when total sales had been on the rise since 1986. The 2024 box office was down 3.8 percent from 2023, and it’s hard to know if the decline will continue in 2025.

The average box office is $2 billion less than last year and $3 billion less than 2023, but the summer tentpole movies are yet to be released as I write this.

While theaters may not see fewer people buying tickets, there does not appear to be a rush of new people flocking to the theater either.

Why Are Movie Theaters Showing So Many Ads?

I understand the need for theaters to find new revenue sources. Long gone are the days of my childhood when you had to get to the movie 10 minutes early to get your concessions because if the movie started at 7 p.m., it opened with a trailer for a movie. Before the internet, this was the only way to find out what was coming out, so you didn’t want to miss them.

I remember when Maria Menounos’ Noovie pre-shows started. That felt like a bonus to me because I was generally at the movie early, so instead of sitting in a dark theater, I had something to watch. Then, when I was an Assistant Manager of a Regal, we ran the ads for the concession stand. Some of you may remember the dancing popcorn. Theaters make most of their money off concessions, so it made sense to remind people it was available. But those all seem like the foot in the door. We got used to these little ads. Now, we’re up to 30 minutes before the movie starts.

The BoxOfficeMojo stats show theaters need help if they’re to remain viable, and streaming services are heading back to ad-supported tiers, so I could be wrong in my thinking.

But I can’t imagine most people being excited about seeing more ads before a movie they paid for. Time is something we can’t get back, and the longer we’re sitting waiting for the thing we came to watch, the more time is being taken from us.

Alternatives to Movie Theater Advertising

I believe the collectible popcorn buckets are a step in the right direction. Even my wife was looking for the popcorn buckets for the new Snow White live-action movie. They are a collectible that entices us to spend a bit more on popcorn to get this fun item we can later display. And that evokes a memory of when we were in the theater. It feels like something that keeps the movie alive.

I collect the Marvel popcorn buckets, but just the traditional tins and not some of the wilder ones – I’m looking at you, The Marvels Flerken egg. But when I use those buckets at home, I do think about seeing the movie, and it brings back a pleasant memory. That keeps me buying more of them.

AMC, and other theaters, do recognize this as a viable route.

“For the past five years, AMC has sought out crucial revenue that is not reliant on the increase of base ticket prices. We’ve done this through more and better moviegoing enhancements like our significant expansion of PLFs, a greater selection of food and beverage offerings, and the introduction of movie-going merchandise like popcorn buckets and other collectable concession vessels.”

It’s a win-win. The theater gets more money, and I get something in return. I think there should be more of this instead of more advertising.

I enjoy collectible coins. I have several from Marvel movies I’ve seen. I also have a few posters for IMAX showings. The problem is they’re limited. Generally, you have to see the movie on opening night, and even then, they may run out before you get there. Why not make this an item you can purchase? I’d like to be able to buy a coin that commemorates the movie I saw. Since I collect physical media, I add these items to my shelves, so they’re a constant reminder.

A Fandango email recently pitched me a bundle of a 28 Years Later ticket along with a limited edition poster. I’m in. I love that franchise, and I was already going to see the movie. I’ll pay a bit more to get a limited edition poster that gets mailed to me later, and I don’t have to stress about sitting in the theater with it.

I used to keep my ticket stubs until they became just a flimsy piece of paper, then eventually a QR code on my phone. A commemorative movie ticket would be another item that I would love to receive. I’ve seen some movies do this, but it’s not consistent and seems like a limited item.

Doing more of this type of promotion feels like you’re giving the audience something in return, while showing advertising is taking my time and giving nothing in return.

What's something a theater could offer you that would entice you to see a movie in the cinema?

Final Thoughts, but First…

Why do theaters advertise themselves to the audience? AMC has at least three, possibly four, ads touting its theater. They talk about their screens and sound system, the AMC Stubs membership, the Nicole Kidman AMC ad, and then the Coke ad. I’m already in an AMC theater. You have my money. Now, if I saw an AMC ad in a Regal theater, I might pay attention, but you’re advertising to an audience you’ve already captured.

It feels like Amazon suggesting more pants because I just bought a pair of pants. I already have what I need; I don’t want more pants! Those four ads just add to the time it takes for my movie to begin. I can’t help but feel lied to.

I just purchased tickets to Fantastic Four: First Steps, and when I added it to my calendar via AMC, it says it’s 7 p.m. to 9:20. The movie has a runtime of 2 hours and 10 minutes. But do I think there’s only 10 minutes of pre-roll? No-freaking way.