The pre-show will go on and on as the exhibition giant will introduce a “platinum spot” advertising window on July 1 alongside film trailers before tentpoles begin.

AMC, the largest theater chain in the United States, will soon start showing even more commercials before the start of a movie. This is on top of the usual 20 minutes of trailers and ads already shown before most films.

AMC Entertainment Holdings Inc. has agreed to run more advertising in its theaters, ending its yearslong opposition to commercials that come right before each movie.