AMC Theaters to Run Even More Commercials Before Movies Play (1)

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.

The largest US theater chain, AMC reached an agreement with National CineMedia Inc. to run the spots, according to a statement Tuesday. National CineMedia owns and operates an ad network in major theater chains, including AMC, Cinemark Holdings Inc. and Regal Cinemas.

Starting July 1, AMC theaters will feature a “platinum spot” that’s shown on screens right before the start of a film. The theater chain, which has struggled financially, will get a cut of ...