After several major studios expressed their dissatisfaction with AMC Theatres‘ decision to lengthen their pre-shows from 20 minutes to around 30 minutes, the exhibitor appears to be pulling back.
Deadline reports that the company is working to shorten its preshow with the reduction aiming to be done by year’s end.
In June, AMC announced a deal with National CineMedia Inc. to run spots during each movie’s pre-shows and reduced the number of in-cinema trailers. Regal and Cinemark are already participating in a pact with National CineMedia.
In addition, AMC was posting a notice on its ticket-buying portal advising filmgoers to “please allow 25-30 extra minutes for trailers and additional content before the movie starts”, which strongly indicated to people they shouldn’t show up before that point.
Studio execs were understandably unhappy, especially as studies found only 80% of the audience were in their seats to watch trailers at a point just four minutes before a movie began (and over 20 minutes past the advertised start time).
Studies indicate film trailers are liked by generally audiences, so long as there aren’t too many of them with around ten minutes of trailers seen as the ‘sweet spot’.
