Get ready to see more advertisements before films at AMC Movie Theatres.

Starting July 1, AMC will run a “platinum spot” with pre-movie commercials alongside traditional film trailers that play for its audiences, according to The Hollywood Reporter.

In a statement, the theater chain explained why it decided to show more pre-movie advertising.

“While AMC was initially reluctant to bring this to our theaters, our competitors have fully participated for more than five years without any direct impact to their attendance. This is a strong indication that this NCM pre-show initiative does not negatively influence moviegoing habits,” AMC said, according to The Hollywood Reporter.

“Our participation delivers us vital revenue as we continue on our recovery path and allows us to continue offering significant value on ticket prices through initiatives like Discount Tuesday, 20 percent off matinee pricing, and the upcoming 50 percent off Wednesday ticketing program,” AMC added in its statement.

The pre-show commercials are one of AMC’s many efforts to create an uptick in revenue.

In May, the chain announced it would begin offering 50% off on Wednesdays, beginning July 9.

The chain’s perk membership, AMC Stubs, will receive the discount on adult-evening ticket prices at all AMC locations in the U.S.

AMC Stubs, which is free to join, already offers discounts to members on Tuesdays, as well. Customers can join through the AMC mobile app, website or at their local theatre.