AMC Theatres has made a new change that’s already irritating a lot of moviegoers—and I’m one of them.

Starting July 1, AMC Theatres is now officially including 25 to 30 minutes of “preshow material, including trailers” after a film’s listed showtime. That means if your ticket says 7:00 PM, you’re not actually getting your movie until closer to 7:27 PM.

This isn’t a rumor. It’s spelled out clearly on the AMC Theatres website under their FAQ section:

Does the runtime shown for each movie include trailers?
No. The listed runtime is the duration of the feature film. The feature film does not start at the published showtime. There are approximately 25–30 minutes of preshow material, including trailers, between the published showtime and the start of the feature film.

To be fair, we don’t yet know exactly what this “preshow material” includes beyond trailers. It could be ads, branded content, or other filler, thanks to AMC Theatres’ new partnership with National CineMedia—the same group that already runs pre-show material at Regal and Cinemark. But no matter what’s in the mix, the bottom line is the same: moviegoers are being asked to show up on time for something that won’t actually start on time.

It’s a bold move by AMC Theatres—and one that puts even more strain on audiences already paying premium prices for a diminished experience.

AMC Theatres has turned “start time” a 30-minute buffer.

For someone like me, who already doesn’t go to AMC Theatres often outside of press screenings, this just adds another reason to stay home. Between higher ticket prices, people on their phones mid-movie, and now a built-in 30-minute delay, the in-theater experience keeps moving in the wrong direction.

This isn’t even AMC Theatres’ first time dealing with this issue. Back in 2019, the company rejected a similar deal with National CineMedia, warning that “U.S. moviegoers would react quite negatively.” And honestly? They were right.

But it’s 2025 now, and things have changed. AMC Theatres is under new financial pressure, and with their new 50%-off Wednesdays starting July 9, they’re clearly trying to boost attendance. Still, offering a discount while padding the runtime with ads feels like giving with one hand and taking with the other.

When I used to attend more public screenings, I’d show up a few minutes early and catch the familiar pre-show material—usually Noovie hosted by Maria Menounos. It ran before the movie time. That was manageable. But now, AMC Theatres has shifted that entire block after the advertised showtime, meaning you’re forced to sit through it whether you want to or not.

Case in point: I went to a Screen Unseen showing of Jurassic World Rebirth last week. I didn’t even see Noovie. Maybe it’s gone, or maybe it was buried under a longer chain of trailers. Either way, it was a long wait before the feature began.

I plan my nights around run times and showtimes. That’s especially important in a city like Chicago, where public transportation isn’t always reliable late at night. If AMC Theatres is going to keep padding out the pre-show, it affects not just my patience, but my logistics. A two-hour movie suddenly becomes a nearly three-hour commitment—including sitting in a theater seat for longer than I need to.

If I do go to a movie at AMC Theatres moving forward, I’ll make sure to reserve an aisle seat and show up a good 20 minutes late. Why rush just to sit through ads?

I get that theaters need to make money. I used to work at one. But a moviegoing experience should respect the audience’s time. People aren’t just paying for a movie—they’re carving out hours of their day, arranging rides or transit, finding childcare, adjusting dinner plans. Adding another 25–30 minutes of trailers and ads on top of an already long runtime sends a clear message: your time doesn’t matter as much as our revenue.

AMC Theatres got it right in 2019. But in 2025, they’ve reversed course—and moviegoers are stuck waiting.

Unless something changes, I’ll be sticking to press screenings and watching the clock. And if I end up back at AMC Theatres for a paid showing? I’m not sitting down until the feature finally starts.

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