AMC Theatres, in a move that feels straight out of a corporate parody, has decided to run even more ads before movies. You know, because what really gets people excited about going to the movies is spending 30 minutes watching commercials they didn’t ask for.
It’s the latest example of movie theater chains completely missing the point. Instead of thinking, how do we make the moviegoing experience better, the mindset seems to be how can we squeeze a few more bucks out of each visit?
Spoiler alert: it’s not working.
A Broken Strategy That Ignores the Audience
Let’s be real. Ticket sales are down. So what’s the solution? Better seats? Cleaner theaters? Enforcing rules so people aren’t scrolling TikTok during the climax of a film?
Nope. Ads. More of them. Slap a few more minutes of brand messaging before the trailers. Maybe Nicole Kidman can show up again and tell us why AMC is magical, while someone behind us unwraps a crinkly snack bag at full volume.
Right now, ads and trailers combined can run for over 20 minutes. Sometimes even 30. That’s not an exaggeration. Six to eight trailers, plus two or three commercials. It’s exhausting.
And AMC thinks adding more to that is a smart business move?
The “Just Show Up Late” Argument Is Wild
Some folks on social media tried to defend this, saying, “Just show up 20 minutes late.” That’s your solution? Guess when the movie starts?
Let’s call this what it is. Coping. You’re not saying you enjoy the ads. You’re just adjusting to a bad situation. If you have to create a workaround, then there’s a problem.
No one says, “Yes! More commercials! I love guessing when the actual movie begins.” That’s not enthusiasm. That’s resignation.
Why People Are Skipping the Theater
Here’s the bigger issue. The value proposition is gone.
People have massive TVs and killer sound systems at home. The theatrical window is shrinking. And when folks do make the effort to go out, they’re met with noisy crowds, glowing phone screens, and now even longer waits for the movie they paid to see.
Worse yet, ticket prices keep climbing. One user shared how they tried to book seats for the upcoming Fantastic Four reboot, saw the final price, and bailed. Too expensive for a not-so-great experience.
Theaters used to feel special. Now they feel like a cash grab.
What’s the Fix? Hint: It’s Not More Ads
Want people to come back to theaters? Give them a reason.
Clean facilities. Enforced policies. Affordable tickets. Less fluff before the movie. A sharp, focused, exciting experience that doesn’t feel like a chore.
Instead, what we’re getting is the opposite. Higher prices. Lower quality. And even more stuff between us and the thing we showed up for, the movie.
AMC isn’t the only chain guilty of this, but they are currently leading the charge in the wrong direction.
Adding more ads is not innovation. It’s desperation. And it’s only going to push people further away from theaters.
People want to love going to the movies. But they’re tired of being treated like walking wallets.
So until something changes, don’t be surprised if more and more folks decide to skip the theater altogether. It’s not that people don’t love movies. They just don’t love the nonsense that comes with them anymore.
And really, who can blame them?
Daniel fell in love with movies at the ripe old age of four, thanks to a towering chest of drawers filled with VHS tapes. Which, let’s face it, was the original Netflix binge-watch. Ever since then, this lifelong movie buff has been on a relentless quest for cinematic greatness, particularly obsessed with sci-fi, drama, and action flicks. With heroes like Nolan, Villeneuve, and Fincher guiding the way, and a special soft spot for franchises where aliens, androids, and unstoppable cyborgs duke it out (think Terminator, Predator, Alien, and Blade Runner), Daniel continues to live life one epic movie marathon at a time.