DC Film Society: Adam's Rib July 2025

Ad Nauseam, Part II

Early last month a bit of bad news largely slipped through the cracks. Granted, compared to mass protests, Middle East conflicts, and global unrest this development objectively feels trivial. But no one ever accused me of being objective, so I’m noting that AMC Theaters signed an agreement with National CineMedia (NCM) allowing commercials to play right before the movie, amongst the last couple of trailers. In 2019, NCM made similar deals with Cinemark and Regal Theaters. At that time AMC resisted, saying that its customers “react quite negatively to the concept,” adding that it had “no plan to introduce commercial advertising close to the start of a movie’s commencement at its theatres in the United States, nor does AMC envision entering into such an arrangement with NCM anytime in the foreseeable future.” Now we know that to AMC “the foreseeable future” means six years.

Twenty-two years ago I wrote about the backlash to movie ads, and AMC’s capitulation seemed like a good time to revisit the relevant issues. The websites I cited back in 2003 that were trying to galvanize public opinion have long since disappeared. I opined that movie ads were inevitable, but that they should run before the listed show time. How quaint that thought reads now. We moviegoers have not only accepted ads, but have also resigned ourselves to them running well past the start time. Now it’s just a question of how many ads, how long they will run, and where they will be in the pre-movie itinerary. A decade ago, the ads would run, and then the trailers. Now we have ads, then some trailers, then more ads, then more trailers, and so on.

Part of me seethes at commercials further intruding on enjoying a movie that I have already paid for. When I was a kid, before my family had cable or a VCR, movies at home meant commercials. Movies at the theater did not. Now it’s flipped on its head. At home, whether it’s a Blu-Ray, my DVR or streaming, I can go straight to the movie, while the theater means enduring the annoying ads. The other part of me sees the bigger picture (no pun intended). Many movie theaters struggle financially. The New York Times reported that “More than 500 movie screens have closed since the start of the pandemic. Cineworld, the world’s No. 2 chain, filed for bankruptcy in September, and dozens of its Regal multiplexes in the United States have closed.” The ads provide a vital, albeit irritating, revenue stream. If running the commercials means the theater can stay open, then so be it. I don’t like it, but I can live with it.

While more ads may provide an immediate cash boost, continuing along this path may lead to diminishing returns. Hollywood Reporter noted that “consumers are recognizing what chains are doing. So far this year, only 42 percent of L.A. moviegoers were in their seats in time to see every trailer, compared to 55 percent last year. The New York stat is likewise 42 percent this year, compared to 47 percent last year.” A Connecticut state legislator introduced a bill requiring theaters to disclose what time the film actually starts. That probably won’t happen, but moviegoers can estimate that in the large theater chains, the film begins 25-30 minutes after the listed showtime. People like me will still show up on time because we want to see the trailers, but that’s also diminishing as the audiences have likely already watched the trailers online. Another incentive to arrive early used to be snagging a good seat, but that’s gone with the assigned seat tickets. By stuffing more and more commercials before the movie, the advertisers risk having fewer people see them. We might not be at that point yet, but as audiences become savvier, it’s not that far away.

Boosting pre-movie commercials may also exacerbate bigger problems. Variety reports that “More than 50% of exhibition executives polled in a new survey believe that the ‘traditional cinema experience’ has less than 20 years remaining as a viable business model". Many movie theaters have not fully recovered from the COVID lockdowns. The New York Times reports that this year “domestic ticket sales are running 24 percent behind the same period in 2019.” During COVID more people, myself included, got used to streaming movies. With ever-improving TVs and sound systems, combined with the ease and choices available through streaming, the home viewing experience has, to a growing number of movie fans, surpassed movie theaters. Not to mention that staying at home is much cheaper.

Movie ads have likely not, for now, exacerbated this disturbing pattern. AMC reported that “Our competitors have fully participated for more than five years (in showing more movie ads) without any direct impact to their attendance.” I believe AMC because if it weren’t true the chain probably would not have made the choice that it did. But another Hollywood Reporter article touches on a larger issue, that “everyone from studio executives to theater owners knows that the theatrical experience needs to be better than what consumers can get at home.” Theaters have tried discounted tickets on certain weekdays, IMAX, 4DX, in-theater dining, interactive events and repertory programming. Even with these improvements, moviegoers still need to deal with increasing prices (on most days), texting/talking audience members, and understaffed theaters (that I wrote about a few months ago. While movie ads might not be a dealbreaker, they certainly do not help the theatrical experience to be better. Combined with the other factors I just noted, the ads can drag that experience down.

To my wife’s chagrin, I have an intrinsic need to be in my seat at the listed showtime, even when I know that the commercials are coming. I still like to see the trailers on the big screen. For the moment, I’ll grit my teeth and try to ignore the commercials, while reminding myself that these annoyances help keep the theater from closing. I fear, though, that while these ads offer theaters short-term gain, they also may one day end up contributing to what keeps audiences home. Telling theaters to forgo the cash would be unrealistic and foolish. But, as someone who deeply loves the theatrical experience, I respectfully ask those in charge to tread very carefully.

Adam Spector
July 1, 2025