AMC Theatres announce shocking change that people aren’t thrilled about: ‘That’s already excessive’

Moviegoers astatine AMC Theatres are successful for a rude awakening starting adjacent month.

A few commercials and coming attractions earlier a movie originates are expected — however, soon enough, AMC Theatres will beryllium delaying nan commencement times of movies moreover more.

On July 1, AMC Theatres — nan largest theatre concatenation successful nan U.S. and Europe — will beryllium adding 1 further commercialized connected apical of nan galore that they already play aft upcoming movie trailers and earlier nan commencement of a movie.

Buckle up moviegoers — you’re successful for a agelong thrust earlier your movie moreover begins, starting adjacent month. Christopher Sadowski

And group are not happy astir this news.

The news comes arsenic portion of a caller woody pinch American cinema advertizing institution National CineMedia Inc., according to Bloomberg.

It’s an opportunity for AMC to make immoderate mixed — arsenic nan movie theatre concatenation will get a trim of nan advertisement sales, arsenic reported connected by nan outlet.

“While AMC was initially reluctant to bring this to our theaters, our competitors person afloat participated for much than 5 years without immoderate nonstop effect to their attendance,” AMC said successful a statement, according to The Hollywood Reporter.

“This is simply a beardown denotation that this NCM pre-show inaugural does not negatively power moviegoing habits.”

The woody is simply a win-win for some AMC and NCM, arsenic it serves arsenic an opportunity for each institution to gain backmost immoderate of nan gross they mislaid during nan pandemic, erstwhile each theatres were unopen down.

“For nan past 5 years, AMC has sought retired important gross that is not reliant connected nan summation of guidelines summons prices,” said an AMC rep successful a statement to Deadline.

“We’ve done this done much and amended moviegoing enhancements for illustration our important description of PLFs, a greater action of nutrient and beverage offerings, and nan preamble of movie-going merchandise for illustration popcorn buckets and different collectible concession vessels,” nan connection explained.

Although this news isn’t nan extremity of nan world — and frankly, could beryllium worse — group connected X (formerly Twitter) are acting for illustration it is.

“I show up to each movie 30 minutes aft nan ‘start time’, and it is ever precisely arsenic nan movie is starting. That’s already excessive,” said 1 person.

“How could they perchance tally more?” a grumpy X personification wrote.

“Gee, great! So, much group will get 30 minutes aft ‘start’ clip and climb complete group successful nan dark, astatine nan opening of a film, to debar nan trailers and further ads! This is why I wealth my aisle seat. I will beryllium arriving overmuch later now,” quipped personification else.

“Glad my area only has Regals,” commented different unhappy person.