AMC Theatres is planning to shorten its pre-show ads following a summary of the studies

All those who attend cinemas these days are well aware that when the lights attenuate, there is still a lot of time before the start of the film.

You have announcements, trailer and spot of the theater to sit before you even arrive at the movie for which you came, and sometimes I stayed to ask me what I came to look after seeing all the contents that came before. But one of the largest chains in the country is trying to resize that waiting time.

After the Rumping by some important Hollywood studies on AMC Theaters’ decision to book multiple ads before the showtime of each film, Deadline reports that circuit no. 1 is working to shorten his preshow. They are still the early and specific details are unknown, but there is hope that a shaving will be made by the end of the year.

The news trapped in June that from 1 July, AMC had made an agreement with National Cinemedia Inc. to manage the places during the pre-shows of each film, in particular a platinum point. AMC rivals, that is, representation n. 2 and 3 Regal and Cinemark chains, they were already participating in this flow of advertising revenues. AMC did not see any deal that deteriorated for the competition and opted for the national Cinemedia pact.

The managers of the main studies were upset by the move, angry that the spectators were no longer sitting through the trailer of cinema for future films due to long preshows-a piece of marketing very powerful while cinema generates more cinemas.

The addition of more fuel to the fire was AMC that made a warning on its portal for the acquisition of tickets: “Allow 25-30 more minutes for the trailers and additional content before the start of the film.” Some study managers read that notice like “Hey, spectators, why don’t you jump the pre-show until the beginning of the film?”

Myriad Studios launched their studies last month noting that the preshows for the top three chains went from 24-28 minutes before a particular new release of that weekend in Socal. An internal study observed that only 80% of the public was at their places to watch the trailers only four minutes before the start of a film.

80% seem solid to me, and I assume that those 20% are late, buy concessions or hit the bathroom before the start of the film. Nobody is really paying attention to those advertising, since people do their best in these days to avoid advertising and advertising wherever they meet them.

But AMC shortening their introduction sounds like a positive move for me and managers can continue to pretend that the advertisements that remain are making the difference.