Why AMC's Future Hinges On The Audience Experience
No audience member wants to sit through 20 minutes of ads and trailers before the movie starts.
Welcome to MovieNewsPro for Thursday, July 3rd. Here's what you need to know.
🎬 Today's Take
I have a reputation for being bullish on the advance of rapid technology, streaming in particular. However, I still have a deep love for the traditional theater-going experience and desperately want it to survive—and succeed.
That's why it's good news that AMC Entertainment was able to borrow up to $223 million in new cash and also restructure its massive debt load this week. We want to see these guys make it. And that's not just nostalgia for the theater-going experience talking—it’s also good for the movie business in general. Studios may be the central reason theater chains are struggling, due to their repetitive slate of (say it with me) reboots, sequels, and superheroes. AMC probably can’t control the quality of the product coming in as much as they’d like (although programming a more diverse slate wouldn’t be a bad idea).
But AMC has the power to fight back, take charge, and help set a path forward in another way: the audience experience. Recently, the chain announced plans to increase the number of ads it displays before films. This may be a wise short-term move to raise revenue, but let’s be honest: no audience member wants to sit through 20, sometimes 30 minutes of ads and trailers before the movie starts. Especially as movies grow longer and longer, now pushing past the 3 hour mark.
Simply put, diminishing the quality of the moviegoing experience is risky for AMC in the long run—especially when a competing product (streaming films at home) keeps getting better. Let’s hope AMC keeps the audience experience in mind as it restructures its debt, borrows more cash, and increases its ad load. Because audiences have a competing product (that keeps getting faster, easier and better) as close as their remote.
🎥 Movie News
Amazon is shutting down its FreeVee streaming app in August. A chunk of content from FreeVee will switch over to Prime Video. (CNBC)
Disney has been in a bit of a slump recently (if you toss out Lilo and Stitch). The Entertainment Strategy Guy has an interesting "what-if" take on the worst case scenario. (The Ankler)
Legendary actor Michael Madsen (Reservoir Dogs, Kill Bill, Thelma & Louise) has passed away at the age of 67. (Deadline)
📣 Programming Note
We're off until Monday. Until then, have fun and be safe, America!
📈 Movie Stock Index
Market Close: Thursday, July 3rd, 2025
Total Value: $112,554.61
Today's Change: $1,440.99
Total Gain/Loss (Since 05/12/25): $12,554.59 (12.55%)
It's official, the Movie Stock Index is on a run. We're up 12.55% since May 12th. Lots of green on the board today, led by the usual suspects (Cineverse and Roku) but also by AMC, that jumped 2.43%, perhaps on news that it had found some debt relief and refinancing.
Disclaimer: The MovieNewsPro Stock Index is a virtual index - there are no actual funds invested. Sector index total value dollar amounts are based on an initial hypothetical investment of $100,000 on May 12th, 2025. MovieNewsPro and/or its publisher may own stock or have interest in the companies mentioned. We are not licensed investment advisors and our information should not be used as investment advice. Invest wisely.
🏆 Upcoming Film Festivals
Karlovy Vary International Film Festival, Czechia - July 4-12
FID Marseille, France - July 8-13
Galway Film Fleadh, Ireland - July 8-13
New York Asian Film Festival, US - July 11-27
Golden Apricot International Film Festival, Armenia - July 13-20
Fantasia International Film Festival, Canada - July 17-August 3
Jerusalem Film Festival, Israel - July 17-27
New Horizons International Film Festival, Poland - July 17-27
Waco Independent Film Festival, US - July 17-20
Burgas International Film Festival, Bulgaria - July 19-25
Malaysia International Film Festival, Malaysia - July 19-27
Cinema Rediscovered, UK - July 23-27
Comic-Con, US - July 24-27
Woods Hole Film Festival, US - July 26-August 2
BlackStar Film Festival, US - July 31-August 3
📺 Watch This Tonight
Hamilton (2020)
Directed by Thomas Kail
The ultimate hip-hop opera, perfect for the 4th of July. I am not throwing away my shot!
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MovieNewsPro is a film industry news monitoring service. All stories have been previously reported elsewhere and are not exclusive stories to MNP. All information is believed to be accurate at the time of reporting. MovieNewsPro uses a full array of technology to gather information, including machine learning, automation and artificial intelligence throughout its business monitoring, editing and reporting process.
