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AMC Theatres, facing financial pressures, will begin airing commercials after movies start on July 1st. This reverses their previous stance against post-movie ads, citing competitor success and the need to offset pandemic losses. The deal with National CineMedia allows for up to five minutes of commercials after the movie begins, impacting the already lengthy preshow. Lower pre-trailer attendance, particularly in Los Angeles and New York, indicates shifting moviegoing behavior.

Prepared by Emily Rhodes and reviewed by editorial team.