Movie Fans in Illinois Might Hate AMC’s New Pre-Show Change

With two locations in the Rockford area, this news regarding AMC's changes to the moviegoing experience will impact how we watch flicks.

AMC Adds Another Pre-Movie Commercial

In what the New York Post has described as a "rude awakening," AMC Theatres plans to add one more commercial before the feature film starts.

Rockford Movie Fans Already Frustrated With Long Waits

While that might be looked at as just another thing delaying the movie, the detractors aren't wrong because there's already a good 20 to 25 minutes of stuff before the movie starts. I think it is just another buffer before the big show.

READ MORE: Illinois Theater Chain Will Offer 1/2 Price Summer Movie Tickets

AMC’s Response: Blame the Other Guys

As for someone like me who is perpetually late for everything, including movies, this gives me the opportunity to actually be on time. I am in the minority regarding the news, as some are not taking it kindly. AMC, doing their very best to deflect anger, said they were:

Initially reluctant to bring this to our theaters, but our competitors have fully participated for more than five years without directly impacting their attendance.

It's probably one of the more lame responses to public hand-wringing regarding changes in entertainment. Again, I don't think it's a big deal, but to point fingers at competing theater companies as to why it's OK to increase ads before a movie is not the move in this instance.

READ MORE: An Open Letter to AMC in Rockford: Packed Theaters Lead to Empty Promises

AMC’s Local Advantage Over Rockford Alternatives

Anyway, it's not like there's tons of local competition for AMC in the Rockford area. Outside of the main two in Rockford and Machesney Park, there's a theater in Beloit and another in Freeport. AMC detractors have long recommended both theaters as great alternatives to AMC in the Rockford area.

With this news coming from AMC, I have a hard time believing it will change anytime soon.