AMC has reversed its 2019 stance against in-theater ads, now joining Regal and Cinemark in a deal with National CineMedia after previously rejecting it over concerns about audience backlash.

AMC said it will open 450 of its U.S. locations on July 15, with the goal of having most of its theaters in operation by July 24 for the opening of Disney's "Mulan" and Christopher Nolan's "Tenet ...

"AMC has no plan to introduce commercial advertising close to the start of a movie’s commencement at its theatres in the United States, nor does AMC envision entering into such an arrangement ...