AMC Blocks AI-Generated Short from Advertising Pre-Roll Plan
AMC Theaters has officially distanced itself from Screenvision Media’s initiative to showcase an AI-generated short film before its movie screenings. This decision comes after public outcry over the inclusion of such content in pre-show advertising.
AMC Theaters Rejects AI Short Film
In a statement, AMC emphasized that only a small fraction of its theaters utilize Screenvision’s advertising services, which account for less than 30% of its U.S. locations. The short film, titled “Thanksgiving Day,” was created by Igor Alferov and won the top prize at the Frame Forward AI Animated Film Festival, a competition organized by Modern Uprising Studios and Screenvision.
Details on the Contest and Film
- Film Title: Thanksgiving Day
- Director: Igor Alferov
- Context: Screenvision offered access to AMC’s audience as a prize for the film contest.
- Awards: Top prize at the Frame Forward AI Animated Film Festival.
The film reportedly utilizes AI tools such as Gemini 3.1 and Nano Banana Pro, with its visuals featuring odd depictions of animal astronauts. Critics on social media expressed their discontent, prompting AMC to clarify their non-involvement.
AMC’s Response to Controversy
Reacting to the backlash, AMC stated, “This content is an initiative from Screenvision Media…AMC was not involved in the creation of the content or the initiative.” The theater chain’s firm stance illustrates its intent to separate from the growing trend of AI-generated entertainment in traditional spaces.
Modern Uprising Studios’ Future Plans
While AMC remains cautious, Modern Uprising Studios announced its plans to open “immersive” theaters that will showcase Alferov’s short film. The company acknowledges the significance of traditional movie theaters while also exploring new AI-driven experiences.
Screenvision’s Current Market Position
- Presence: Operates in 3 of the top 5 and 7 of the top 10 theater chains in the U.S.
- Notable Clients: Milwaukee’s Marcus Theaters, which owns 90 locations.
This situation highlights a crucial moment in the intersection of traditional cinema and advancing technology as theaters like AMC evaluate their role in the evolving landscape of film presentation.
