AMC Entertainment Holdings (AMC) will run more commercials in its theaters, starting July 1, after an agreement with National CineMedia (NCMI), Bloomberg reported Tuesday, citing people familiar with the matter.
AMC will run a "platinum spot" just before the start of the movie, ending years of opposition to advertising right before the beginning of the film, and the theater chain will get a portion of the ad revenue, the report said.
National CineMedia had no immediate comment, and AMC didn't respond to request for comments, Bloomberg said.
AMC and National CineMedia didn't immediately respond to requests for comment from MT Newswires.
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