The pact starts November 1 and will designate a single 30- or 60-second ad as a “platinum spot.” That ad will play immediately before the “attached” one or two trailers right before the feature.

But AMC, the No. 1 U.S. circuit, has come out strongly against the plan. More from Deadline "Streaming Craze" Won't Dent Box Office, Cinemark CEO Mark Zoradi Insists Hurricane Dorian Already Closing ...