AMC Entertainment to Introduce Pre-Movie “Platinum Spot” Commercials Through National CineMedia Partnership

On Tuesday, Bloomberg reported that AMC Entertainment Holdings Inc. (NYSE:AMC) reversed its stance on pre-movie commercials and reached an agreement with National CineMedia Inc. (NASDAQ:NCMI) to run advertising spots. Starting July 1, AMC theaters will feature a “platinum spot,” which is a commercial shown on screens immediately before the start of each film.

AMC Entertainment to Introduce Pre-Movie "Platinum Spot" Commercials Through National CineMedia Partnership

An audience of moviegoers inside a theatre, savoring the latest cinematic experience.

Earlier on April 27 this year, National CineMedia entered into a new long-term agreement with AMC Theatres and extended the partnership through 2042. The updated agreement improves NCM’s financial outlook by aligning the payment structure more closely with performance metrics.

Additionally, NCM retains exclusive rights to lobby advertising at AMC theaters, outside of AMC’s studio and concession partners. The alignment of AMC’s pre-show format with NCM’s platform will standardize and strengthen the value of the Company’s advertising inventory.

AMC Entertainment Holdings Inc. (NYSE:AMC) engages in the theatrical exhibition business in the US and Europe. It owns, operates, and/or has interests in theatres. Whereas National CineMedia Inc. (NASDAQ:NCMI) operates a cinema advertising network in North America.

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Disclosure: None. This article is originally published at Insider Monkey.