“We come to this place…for magic,” Nicole Kidman famously tells AMC Theatres patrons in a viral promotion for the chain. But starting this week audiences will half to wade through a lot more shilling for everything from fast food to Fresca before they experience any cinematic stardust.
Indeed, AMC’s decision to increase the number of ads before screenings epitomizes the concept of short-term gain in exchange for long-term pain. It provides the cinema giant with much-needed revenue at a time when the exhibitor is strapped for cash and laboring under nearly $4 billion in debt, and it comes as Hollywood is still struggling to consistently produce movies that people
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