Adlman said the decision to make AMC+’s ad-supported model have the same content as the ad-free model plays into the company’s cross-platform strategy, with targeting being available across the company’s networks and programming. Whether advertisers want to reach specific audiences in big premieres such as Lucky Hank or show up in another live linear episode, Adlman explained that “none of that content is held back.”

“There are different demographics today that live within different platforms of where our content is, but the ability to actually deliver a single message unduplicated across live linear video on demand, and all of our CTV streaming inventory is unique,” Adlman said.

It’s all about giving marketers flexibility, which Adlman said extends to measurement, adding, “We are ready and willing to work with our clients in whatever measurement tests or trials that that they prefer or want to begin using.”

Keeping DEI promises

And in a year where a soft ad market has companies weighing their investments, AMC is making its DEI initiatives a priority.

“I can’t imagine anything more mortifying than abandoning initiatives that were so important two and a half years ago,” Kelleher said. “So we’re actually leaning very hard into this, and it will be a big part of our upfront.”

The company launched Avenue, a dedicated division built to help partners reach diverse and underrepresented audiences, in February 2022, and AMC said the initiative has grown ever since. Along with that, the company is giving clients opportunities to reach diverse audiences through its partnership with the Harlem Cultural Festival.

The festival, which is featured in Questlove’s Oscar-winning documentary, Summer of Soul, is returning to Harlem this summer for the first time since 1969, and AMC is playing a pivotal role.

“We are doubling down on our investment in the Harlem community and a really big way. We are the official sales partners of the festival,” Granito said, adding that the company will be leveraging its platforms and doing stunts on air.

As a final message to marketers, and with the company’s new ad tier and cross-platform capabilities in mind, Kelleher noted that while many media companies try to be “everything to everyone,” AMC strives to be “everything to someone, anywhere they want.”