AMC Theatres is confident its new business model of running ads before movies won’t discourage filmgoers from coming to movies at the theater chain.

AMC reaches agreement with National CineMedia to run more advertising in theaters. AMC to receive a cut of ad sales. Stock up 0.29% at $3.41.

AMC Theatres will extend pre-movie ads to 30 minutes, a move that has local moviegoers in El Paso voicing their irritation ...

The company's growth strategy ... ad placements and highlighted the success of programmatic in capturing incremental revenue opportunities. Mike Hickey, The Benchmark Company: Asked about the AMC ...