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AMC’s debt refinancing plan shows theaters can’t count on ads

The news: AMC Entertainment’s stock plummeted 7.4% on Tuesday, per TipRanks, after the chain started running additional ads before screenings—building on AMC’s 27.8% YTD loss.

AMC simultaneously announced a debt and financing agreement that included $223 million in new financing for debt maturing in 2026 and converting at least $143 million worth of existing debt into equity.

Why the decline? Despite AMC’s stock rising slightly on Wednesday, the incident indicates investors’ hesitance over the chain’s future and its ability to bounce back after its string of financial struggles.

  • While the debt-to-equity plan aims to help AMC bounce back amid broader industry turmoil, it indicates the depth of the company’s struggles—contributing to shaky investor confidence.
  • Audiences may opt to arrive later, but investors could still be concerned about longer ads’ impact on attendance. Box office revenues are struggling from the pandemic and rise of streaming—and the change could cause investors to question audiences’ willingness to show up to theaters instead of turning to alternatives.

Our take: Higher ad revenues for AMC could offset the chain’s financial difficulties, but its refinancing plan shows ads alone aren’t enough.

  • Investors are seeking a clear path to consistent profitability. AMC’s ability to prove effective cost management, show how its debt-to-equity conversion will lead to measurable improvement, and transparently communicate its financials will prove essential.
  • Other theater chains are already showing longer ads, meaning this move is necessary to help AMC remain competitive and tap into a much-needed, sustainable revenue source. Effectively explaining why the increase is necessary for sustainability and how it aligns with AMC’s long-term vision could mitigate concerns when paired with a clear path for growth that acknowledges the recovering box office.
  • AMC can further build confidence with investors by exploring other opportunities to build revenues beyond ads. Strategies like partnering with streaming platforms for movie premieres and growing the AMC Stubs rewards program may be valuable.

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