https://deadline.com/2019/09/regal-and-cinemark-to-run-ads-closer-to-feature-films-under-national-cinemedia-pact-1202736817/ " Under a new agreement with major in-theater advertising firm National CineMedia, top exhibitors Regal and Cinemark will incorporate advertising just prior to the “attached” trailers before feature films. But AMC, the No. 1 U.S. circuit, has come out strongly against the plan. The pact starts November 1 and will designate a single 30- or 60-second ad as a “platinum spot.” That ad will play immediately before the “attached” one or two trailers right before the feature. (Customarily, the studio distributing the feature “attaches” one or two trailers for its upcoming titles.)" "“In April of this year, NCM proposed this concept to AMC of commencing a platinum advertising position during the end of trailer play, which AMC flatly rejected at the time because of AMC’s concerns that U.S. moviegoers would react quite negatively to the concept,” the company said. “AMC has no plan to introduce commercial advertising close to the start of a movie’s commencement at its theatres in the United States, nor does AMC envision entering into such an arrangement with NCM anytime in the foreseeable future.”" This is just plain stupid. As it is already Trailers play at least 10 minutes too long before a movie starts. The article also said that the pre-show will extend 5 minutes past the official start time of the movie.