Brace Yourself: The Rise of Commercials in Movie Theaters – What You Need to Know!

For years, trailers have been the main event before movies, drawing excited audiences into theaters. But now, times are changing. Big chains like Cinemark and Regal are introducing ads right before the trailers, and it might be changing how we experience movie nights.

With reserved seating, many fans are realizing they don’t need to rush in for the scheduled showtime. Some movies may start 20 to 30 minutes later due to these ads and other commercials that promote snacks and policies, like no texting.

This shift started back in September 2019, just before the pandemic hit. Cinemark and Regal struck a deal with National CineMedia (NCM) allowing up to five minutes of commercials after the listed movie start time. This was a big deal, according to NCM’s CEO, Tom Lesinski. Prior to this, ads were only shown before the actual movie began. AMC, the largest theater chain in the U.S., initially rejected the idea, fearing backlash from moviegoers.

However, AMC’s stance has changed. Facing financial difficulties, they announced a new partnership with NCM. They say they need these extra revenues to recover from pandemic losses. This deal will start on July 1, right before big releases like Jurassic World Rebirth and a new Superman film.

AMC’s preshow usually runs for 25 to 30 minutes. They will need to adjust it to fit in the new ads without extending the wait even longer. It seems they are hoping audiences won’t mind the change too much.

Recent data from EntTelligence shows only 60% of moviegoers are seated when trailers start. This shift in behavior is particularly clear in major markets like New York and Los Angeles. In 2023, only 42% of L.A. moviegoers were settled in time for every trailer, a decline from 55% the previous year. New York’s numbers show a similar trend.

This suggests audiences are becoming more aware of the delays caused by these ads. One moviegoer at a recent showing commented as the feature film began, "Finally."

As theaters adapt to new revenue models, it will be interesting to see how these changes affect the movie-going experience and audience behavior moving forward. For further insights, you can check out the full story at The Hollywood Reporter.

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