They do also run actual commercials if you're crazy enough to show up before the showtime.

AMC is also interesting because even in the "real" trailer period they have a long ad for AMC itself but also for Coke, then another for themselves telling you to sign up for the loyalty programs, then another for themselves with Nicole Kidman in the theater with her suit with the silver pinstripes. A little thing for the theater is normal but they're going way overboard with it and it's hard to believe it's really effective.