Leave it to AMC Theatres to find a way to make the theatrical experience even worse. The chain is about to play even MORE ads in theaters before a film starts.

AMC, the movie theater chain, reversed course six years after it rejected a proposal to show more ads before movies, fearing a negative reaction from customers.

Moviegoers headed to their local AMC theater can expect to see more ads before movies starting on Tuesday as a deal with ad giant National CineMedia takes effect.

For a few years now, AMC has had discounts on Tuesdays, but the new 50 percent off deal on Wednesdays could create an even bigger boom for middle-of-the-week movies.

AMC Entertainment Holdings Inc. has agreed to run more advertising in its theaters, ending its yearslong opposition to commercials that come right before each movie.

AMC Theaters will start showing advertising during the trailers and before the movie begins. Regal and Cinemark have had pre-show ads for five years.

AMC says it will start playing a new “platinum spot” ad right before movies begin—and audiences are furious over the decision.

Movie night just got more budget-friendly. Starting this summer, AMC will cut ticket prices in half every Wednesday for AMC Stubs members.

Have you held off on going to movie theaters because tickets are too pricey? AMC Theatres hopes they can bring you back with its new “50% Off Wednesdays” program for members of its AMC Stubs ...

AMC Theatres to Run Commercials Ahead of Movies, Along With Trailers The pre-show will go on and on as the exhibition giant will introduce a “platinum spot” advertising window on July 1 ...

AMC Theaters will soon run even more commercials before its movies start, adding non-trailer ads to its pre-movie spots.