AMC Entertainment Holdings Inc., the largest US cinema chain, has agreed to expand in-theater advertising by introducing a new 'platinum spot' ad that will run immediately before each movie. This move, part of a revenue-sharing agreement with National CineMedia Inc.—which owns an ad network in major theater chains—will begin on July 1, 2025. AMC will receive a cut of the ad sales as part of the deal. The decision follows a challenging start to 2025 for AMC, which was its weakest since 1996, excluding the pandemic. The company recently reported a record Memorial Day weekend, achieving all-time highs in admissions revenue, food and beverage sales, and total revenue at its domestic locations. AMC's profits dropped to $63 million in its most recent earnings report. The company's stock rose to $4.04 after the holiday weekend before falling back to $3.44. CEO Adam Aron has expressed optimism for 2026, citing a strong slate of upcoming films expected to drive revenue. Notable releases for the rest of 2025 include 'John Wick Ballerina,' 'How to Train Your Dragon,' 'Pixar’s Elio,' 'Jurassic World Rebirth,' 'Superman,' and 'Marvel’s The Fantastic 4.' Aron believes the 2026 film slate will gross even more than 2025. AMC's streaming services have over 10 million subscribers. Separately, AMC Networks, the producer behind 'Mad Men' and 'The Walking Dead,' has announced a partnership with AI company Runway to incorporate generative AI models and tools into its marketing and TV development processes. The collaboration aims to generate marketing images and assist with pre-visualization of shows before production, with the goal of reducing costs while maintaining content quality. AMC Networks does not currently plan to use AI-generated imagery in its shows.