05:23 PM EDT, 06/03/2025 (MT Newswires) -- AMC Entertainment Holdings ( AMC ) will run more commercials in its theaters, starting July 1, after an agreement with National CineMedia ( NCMI ) , Bloomberg reported Tuesday, citing people familiar with the matter.

AMC will run a "platinum spot" just before the start of the movie, ending years of opposition to advertising right before the beginning of the film, and the theater chain will get a portion of the ad revenue, the report said.

National CineMedia ( NCMI ) had no immediate comment, and AMC didn't respond to request for comments, Bloomberg said.

AMC and National CineMedia ( NCMI ) didn't immediately respond to requests for comment from MT Newswires.

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