AMC won't require guests to wear masks when theaters reopen

[left-of-center2012]

AMC Theatres has chosen not to make masks mandatory when the company reopens 600 locations next month despite spiking coronavirus numbers in some states, CEO and president Adam Aron told Variety Thursday.

“We did not want to be drawn into a political controversy,” Aron said. “We thought it might be counterproductive if we forced mask wearing on those people who believe strongly that it is not necessary. We think that the vast majority of AMC guests will be wearing masks. When I go to an AMC feature, I will certainly be wearing a mask and leading by example.” While guests won’t have to wear a mask, Aron said employees will.

Aron said in a statement Thursday that AMC Theatres is implementing its “AMC Safe & Clean” health and sanitation program that will include:

Initially capping movie showing attendance at 30%
Cleaning theaters after every movie
Using an electrostatic sprayer to sanitize seating area
Limiting the concession stand menu selection temporarily
Improving the theater ventilation systems

The company is planning to have 450 locations operational by July 15, and the rest up and running to show Disney’s “Mulan” on July 24 and Warner Bros.’ “Tenet” on July 31, Variety reports.

AMC Entertainment lost nearly $2.2 billion in its first quarter as it struggled with the closure of all of its movie theaters amid the virus outbreak.

https://www.krqe.com/top-stories/amc-wont-require-guests-to-wear-masks-when-theaters-reopen-report-says/

[Arkansas Granny]

1. In that case, don't expect to see me at the theater.

[jimfields33]

13. I'd think the popcorn eating would be more an issue

I mean lowering the mask every 20 seconds to eat more popcorn and washing it down with coke. It’d be nearly impossible to keep the mask on.

[spanone]

2. Hey AMC, it's not a 'political' controversy. It's a medical fact.

May your theaters remain empty.

[soothsayer]

3. This

Jeezus, they are beyond stupid.

[JHB]

4. Unlisted reason:

You can't munch on popcorn and other concession snacks with a mask on.

https://www.gsb.stanford.edu/insights/why-does-movie-popcorn-cost-so-much

The findings empirically answer the age-old question of whether it's better to charge more for a primary product (in this case, the movie ticket) or a secondary product (the popcorn). Putting the premium on the "frill" items, it turns out, indeed opens up the possibility for price-sensitive people to see films. That means more customers coming to theaters in general, and a nice profit from those who are willing to fork it over for the Gummy Bears.

Indeed, movie exhibition houses rely on concession sales to keep their businesses viable. Although concessions account for only about 20 percent of gross revenues, they represent some 40 percent of theaters' profits. That's because while ticket revenues must be shared with movie distributors, 100 percent of concessions go straight into an exhibitor's coffers.

[dalton99a]

10. +1

[left-of-center2012]

19. Bad mistake

In the late 90's I had a friend who was in his 80's (I was in my mid-50's).
He rarely got out but we agreed to go to a movie once a month.

I told him "You pay for the tickets, and I'll buy the snacks."

We always went to the matinees, as he didn't go out in the evening, so lower ticket prices.
The snacks, usually popcorn and a soda each, cost 3 to 4 times the price of admission.

[Squinch]

5. What a bunch of assholes. This thing is about to get about

100 times uglier than it has been.

[fleur-de-lisa]

6. What are the odds they will reverse course in a month or two, as infections spike?

[uponit7771]

7. AMC wants to be sued big time

[lagomorph777]

8. Then they have chosen to be drawn into a political controversy. They have a "MAGATS-only policy.

You won't see me in one of their theaters. I don't want to die.

[Takket]

9. Is it normal for companies to wave huge red flags that say "don't come here!"

Because that seems like a losing business model to me.

[Mr. Ected]

11. There is no middle ground. Either everyone wears one or no one wears one.

Since they chose the wrong answer, they will lose at least half of their patrons. My guess is way more than half, since a lot of the MAGAts say one thing and do another.

[samnsara]

12. i wont patronize any establishment that doesnt require masking before entering..

[Karma13612]

14. Headline in Financial News

sometime in the future:

AMC theater chain declares bankruptcy citing low attendance after post COVID-19 reckless reopening strategy.

[grantcart]

22. June 3rd USA Today "AMC preparing for bankruptcy"

In April they hired major bankruptcy attorney

In May they tried selling to Amazon


It is widely assumed that having lost 2 Billion that they will go Chapter 11 but are trying to show that after getting protection they can restructure.

It's a desperation move.

[Karma13612]

25. Ohhhh! 👍🙋‍♀️ thanks for the info!

My time machine must have somehow gotten stuck in reverse.
😃

[Flaleftist]

15. They do make a lot of money off concessions.

You can't really eat and drink a $20 popcorn and coke while wearing a mask.

[EarlG]

16. "We did not want to be drawn into a political controversy"

Last edited Fri Jun 19, 2020, 12:13 PM - Edit history (1)

Says the company that has made a decision about masks based *entirely* on politics, not on science or safety considerations.

In the comments section of another site discussing this story, I saw someone suggest that AMC has probably done market research and determined that the people most likely to return to theaters right now are the same people who are walking around thinking that COVID is a hoax and masks are for cowards. A majority of people aren't going to the movies any time soon, even if they do enforce mask wearing.

So AMC is catering to the "anti-mask" crowd, because that's who their customer base is in the near-term. Whatever -- but it's utterly disingenuous for them to pretend that they don't want to make this about "politics," or that it would be "counterproductive" (huh?) if they "forced mask wearing on those people who believe strongly that it is not necessary."

Counterproductive to their bottom line, I guess.

[StarfishSaver]

17. Why is asking people to wear masks being "drawn into political controversy" but not asking isn't?

Allowing people to enter your theatre and sit in it for hours without masks is the height of irresponsibility and clearly takes sides with the anti-science, anti-mask "How dare you interfere with my freedom" crowd.

What's next? Not asking people not to smoke?

[exboyfil]

18. I didn't intend to go anyway

Maybe John Wick 4 with my daughter (which will probably be 2022). That is the only ongoing franchise that I have any interest in anyway (also perhaps the Dr. Strange movie which is the only Phase IV MCU movie I care about).

I hope to be convinced to see Dune, but I have my doubts. December, 2020 is too soon, we will be in the midst of the 2nd wave then.

[Mad Lib]

20. Bad move

It's a big FU to the sane majority to placate the selfish minority. I wonder if their real fear is that patrons wearing masks are less likely to spend $30 on a bucket of stale popcorn and a couple of watery sodas?

[Demsrule86]

21. I won't go with dumb people sitting there not wearing masks.

[rogue emissary]

23. Has Alamo Drafthouse made a statement on masks?

[SoCalNative]

24. Well they don't have a choice in California

Governor says so. Report them to the county health department so they get shut down.