August 26, 2020
After reopening more than 100 locations nationwide, AMC Theatres is preparing to reopen its second wave of theaters, with 170 additional locations set to open Aug. 27, ahead of the release of 20th Century’s The New Mutants. After the second wave of theaters re-openings, AMC will have nearly 300 locations operational nationwide. Kansas-based AMC is the world’s largest exhibitor, with about 1,000 screens, which have been effectively shuttered since mid-March due to the coronavirus pandemic.
This second wave of reopenings is part of a phased plan to reopen AMC in the United States. AMC currently expects to open approximately two-thirds of its more than 600 U.S. theaters in time for the Sept. 3 release of Warner Brothers’ Tenet. The remainder of AMC’s U.S. theaters will open only after authorized to do so by state and local officials.
In addition to New Mutants, moviegoers can screen Unhinged (Solstice Studios), Words on Bathroom Walls (Lionsgate/Roadside Attractions), and The Personal History of David Copperfield (Disney). Pending new releases include The Broken Hearts Gallery (Sony Pictures/TriStar) and Infidel (American Cinema International) on Sept. 11, and The War with Grandpa (101 Studios) on Sept. 18.
AMC CEO Adam Aron said consumer feedback to theater reopenings has been positive, with the theater imposing seating restrictions and mandating moviegoers wear masks while inside.
“Our comprehensive commitment to operating our theaters safely now includes social distancing through limiting ticket sales and automatic seat blocking, seamless contactless ticketing, greatly enhanced cleaning procedures, the availability of hand sanitizer and disinfecting wipes throughout our theaters,” Aron said in a statement.
Whether that will be enough to lure consumers remains to be seen. Wedbush Securities media analyst Michael Pachter contends consumers won’t feel safe returning to the cinema until there is a coronavirus vaccine — a requirement that likely won’t materialize until 2021.
AMC Theatres locations are also screening catalog titles such as Warner Bros.’ Inception; Universal Pictures’ Jurassic Park; Raiders of the Lost Ark; The “Rocky” franchise; Spider-Man: Homecoming; Spider-Man: Far From Home; Shrek; and Sonic: The Hedgehog. Tickets are just $5 each.
AMC is also offering an array of $5 food and beverage treats, including regular popcorn, regular Coca-Cola Freestyle drinks and KidsPacks, through the end of October. All AMC Stubs members will earn double points on all ticket and food and drink purchases through the end of October.
“We have invested millions for high tech solutions to sanitization and disinfection, including electrostatic sprayers, HEPA vacuums and MERV 13 air filters,” Aron said. “Guests returning to AMC can do so knowing that we’ve been in constant dialog with top scientists and experts in public health and cleaning about how best to reopen our theaters in ways that will be responsible and welcoming.”