EXCLUSIVE: After some major studios clutched their pearls over AMC Theatres‘ decision to book more ads before each movie’s showtime, sources are telling us that the No. 1 circuit is working to shorten its preshow.
It’s still early and specific details are unknown, but there’s hope that a shave can be done by year’s end.
News leaked back in June that as of July 1, AMC had hammered a deal with National CineMedia Inc. to run spots during each movie’s pre-shows, specifically a platinum spot. AMC rivals, i.e. the repsective No. 2 and 3 chains Regal and Cinemark, already were participating in this ad revenue stream. AMC didn’t see any business deteriorating for the competition, hence it opted into the National CineMedia pact.
Execs at the major studios began throwing furniture metaphorically, angry that moviegoers no longer were sitting through their in-cinema trailers for future movies due to lengthy preshows — a very powerful piece of marketing as moviegoing begets more moviegoing.
Adding more fuel to the fire was AMC running a notice on its ticket-buying portal: “Please allow 25-30 extra minutes for trailers and additional content before the movie starts.” Some studio execs read that notice as, “Hey, moviegoers, why don’t you just skip the pre-show until the movie starts?”
Myriad studios launched their own studies last month noticing that the preshows for the top three chains ran from 24-28 minutes before one particular new wide release that weekend in SoCal. One internal study observed that only 80% of the audience were in their seats to watch trailers a mere four minutes before a movie began.
A few dilemmas here in the 21st century age of moviegoing, and the blame doesn’t fall entirely on exhibition’s shoulders in their means to earn more dough. Studios, who largely pay for trailer space or work out a separate marketing deal with a circuit, always are booking more trailers before shows. In addition, there’s the whole plus of reserved seating which provides moviegoers with the advantage to arrive at the last minute.
AMC declined to comment on today’s story.