The date has been set: AMC Theaters will reopen on August 20th. When the COVID-19 pandemic closed theaters across the country earlier this year, the company was in the midst of celebrating its 100th anniversary, and the nation’s largest theater chain is set to reopen despite the virus widespread infection levels en unclear consequences for long term, the raging incorrect information about how it is distributed en the continuing lack of an effective vaccine. The obvious question is: What will it take to bring moviegoers back to their local theater?
AMC hopes to address fears their “Safe and Clean” initiative, in collaboration with Clorox. With descriptions of “greatly improved cleaning” and “high-tech HEPA vacuum cleaners”, the company strives to build customer confidence that after the movies can be safe under their protocols. Along with its safety guidelines, AMC is taking on discounts and bonuses to attract former customers – in particular members of the AMC Stubs loyalty program – who may be ready to snag their health care for a good night’s.
AMC’s welcome feedback examines six facets of AMC’s “Safe & Clean” practices, but they can easily be broken down into “What are you doing to keep me safe?” and “What are you doing to refresh the deal?” I would not blame you for staying away to keep me safe –net going to the movies is 100% effective against catching the virus from an indoor movie theater – but for those considering returning, here’s what you can expect:
A slow rollout
Not all theaters opened at the same time. AMC follows local guidelines, which means that your theater will open its doors on August 20, or that it may have to wait a while longer. Not sure if your area is set for theaters to reopen? You can use this location guide, which provides a division of AMC theaters by state.
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Limited seating capacity
Theaters will run with reduced capacity – up to 30%. Any other row is excluded, and if you can not find a seat where you feel comfortable being disturbed, you can claim a fee before the movie starts.
Mask requirements, with one exception
This is a big one, because AMC course reversed after originally announcing in June that masks would be encouraged but not required. Under their new guidelines, masks are indeed required, but with one notable exception: masks “can be removed if you enjoy food and drink.” The controversial neck gaiter is not permitted to function as a mask, nor are open chin-machines and masks with vents or exhalation valves, but guests may apparently remove their masks or turn them off altogether in the service of eating and drinking their concessions. For many (myself included) such a gaping nonsense is enough to damage the credibility of the plan out of repair, as a small design flaw in the Death Star that is not at all inferior.
New cleaning protocols
The letter does not contain a shortage of fancy-sounding questions deployed to convince you AMC takes cleaning seriously. On top of routine cleaning, HVAC systems have been upgraded with MERV 13 air filters; “Electrostatic disinfectant sprayers” will use “negatively charged ions” to clean surfaces between screens; and carpets will be vacuumed every night with HEPA-filtered vacuums. Shields will be further disassembled to allow extra time for thorough cleaning and staff will undergo temperature checks before each shift.
Deals to lure you back
Due to new blockbusters, classic movies will be shown again for cheap filth and concessions will be discounted, but the best benefits are reserved for members of wedding clubs—AMC Stubs, AMC Stubs Premiere, AMC Stubs Insider en AMC Stubs A-List. Expect extended benefits through October 31st, including double points on your purchases and the ability to use any birthday items you may have missed while theaters were closed. AMC Stubs A-List members will also see an additional $ 10 in bonus boxes added to their accounts, which they can reactivate when they are ready (although December 1st your AMC A-List membership will automatically renew for you, so be sure to cancel if you do not want this to happen).
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