AMC Theatres to Trim Pre-Show by 4 to 5 Minutes, CEO Says: 'We Don't Love Deluging Our Customers'
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(www.thewrap.com)
So basically do half of what Alamo does.
Alamo is what theatres used to be (clean, etc) with way better seats and they serve food and drinks.
It costs more, but you get reserved seats too. And the ads that do play are for their own movie schedule, and silly made-up stuff, or ads for movies from decades ago, again as silliness.