AMC Theaters Plan Big Change for Movie Fans in Illinois

Following the news of AMC closing movie theaters in Illinois and pushback from other studios, including groans from audiences who actually go to their currently open locations, Deadline reports AMC appears to be waving the white flag on their long pre-roll ads.

AMC Faces Pushback Over Long Previews

In a move that could only be described as goodwill towards audiences, something AMC customers aren't accustomed to, it appears the extra half hour of commercials, trailers, and whatever else they planned to jam in before the feature film is expected to get peeled back by year's end.

READ MORE: Illinois Moviegoers Are Stunned by This $300+ AMC Concession Bill

Balancing Ads and Trailers in Illinois Theaters

We all know ads bring in cash, but there's a fine line between maximizing revenue and alienating your audience. Too many commercials, and forcing people to sit through nearly 30 minutes of "stuff" to watch a flick is kooky talk. I considered just showing up late, but at the same time, I'd hate to miss what might be the best part of a bad movie —the trailers before the film itself.

READ MORE: Illinois Moviegoers Say This Theater Chain Is Way Better Than AMC

Why Shorter Pre-Shows Matter to Moviegoers

That's the real problem, the juggling act. Hollywood sees value in trailers, and they are their most powerful marketing tool. AMC flooding their screens with ads before, during, or between will blunt their impact. Cutting back the pre-show ads will keep audiences happy, and studios will stay on board, which, for the health of AMC, is key.

Alternative Theater Options in the Rockford Area

The most important thing is that we, the viewers, are the ones who matter. We dictate how this goes. If AMC doesn't find a sweet spot, we reserve the right to go elsewhere. In the Rockford area, we've heard that Classic Cinemas in Beloit and Freeport have nice setups. I'd love to see them make the change; it would be beneficial to all moviegoers.