Regal to Now Begin Opening U.S. Theaters Aug. 21

Regal will begin opening its U.S. theatrical locations Aug. 21 “in response to the recent changes in the upcoming theatrical release schedule,” according to parent company Cineworld.

The theater chain had previously announced it would open July 10.

Christopher Nolan’s Tenet, opening in the United States Sept. 3, will headline new films coming to the theaters such as Unhinged, Greenland and Broken Hearts Gallery, along with the film slate scheduled to release throughout the remainder of 2020, including Wonder Woman 1984Black WidowNo Time to DieSoul and The King’s Man, according to the company.

“Welcoming theatergoers back to our cinemas will be a celebration for not only our team and our industry, but most importantly for the fans who have been anxiously awaiting the year’s upcoming releases,” Mooky Greidinger, CEO of Cineworld, said in a statement. “With the health and safety of our staff, customers and communities as our top priority, we are happy to invite audiences to return to the timeless theatrical experience that we have all dearly missed.”

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Regal theaters will enforce previously announced health and safety measures that adhere to the latest CDC and public health guidelines, including sanitization procedures, new social distancing protocols, and mandatory mask policies for Regal employees and guests, according to a press release.

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“Regal will continue to monitor the situation closely and follow any changes to regulations or guidance from public health officials,” according to the press release.

For additional information, consumer can visit the mobile app or REGmovies.com.

Regal Theaters to Reopen July 10

Cineworld, parent company of Regal, has announced the reopening of its theaters starting July 10.

“Regal will take all the necessary measures to keep customers and its team safe,” read a company press release. “Among other things, the seats in the auditoriums will be limited to allow social distancing, along with increased sanitization and cleaning.”

The phased reopening will consist of a majority of the circuit opening on July 10 with the remainder of theaters open on July 24. Consumers can view opening plans on the mobile app or online at REGmovies.com.

“Research shows how much people miss the cinemas. We are thrilled to be back,” said Mooky Greidinger, Cineworld CEO, in a statement. “With the great movies ahead including Mulan, Tenet, A Quiet Place Part II, Wonder Woman 1984, No Time to Die, Black Widow, Soul, Top Gun: Maverick and many more, we at Regal are committed as always to be the best place to watch a movie.”

Regal will offer a wide selection of classic movies based on feedback from moviegoers and studio partners, according to the release. The movies will be available at a discounted price of $5 for adults and $3 for children. In anticipation of the opening, guests who purchase $50 in Regal eCards June 19 through June 25, will receive a free $15 concessions promo eCard.

Through research conducted with members of the Regal Crown Club, an overwhelming 66% of the customers responded they were ready to come back without hesitation, according to the press release.

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Reopening plans include a range of new health and safety measures based on guidelines provided from the CDC and other public health organizations, according to the press release. Regal will also provide new contactless payment options and innovative sanitizing methods including:

  • Contactless payment. Along with the ability to purchase tickets in advance on the Regal mobile app, guests will now have the ability to purchase concession items from the app.
  • Ultra Low Volume (ULV) Foggers. Employees will sanitize every auditorium and seat after each movie using new electrostatic fogger equipment. This form of deep sanitization is highly effective in disinfecting all materials with a non-toxic formula that is fast drying, according to the press release.

Along with the above procedures, each theater will sanitize high-contact points on an increased schedule and use floor markers throughout the building to assist with social distancing.

Regal Owner Joins in Blasting Universal for Window Strategy

Regal theater chain owner Cineworld April 29 added its voice to criticism of Universal over its strategy to break traditional theatrical windows, boosted by the success of the studio’s premium VOD release of Trolls World Tour.

“We make it clear again that we will not be showing movies that fail to respect the windows as it does not make any economic sense for us,” read the Cineworld release.

In its criticism, Cineworld followed AMC Theatres, which April 28 vowed not to show Universal films because of the studio’s stance. On the heels of Trolls World Tour generating upwards of $100 million from its premium video-on-demand release, NBCUniversal CEO Jeff Shell April 28 told The Wall Street Journal the studio would pursue a simultaneous theatrical/home entertainment release strategy going forward.

“The results for Trolls World Tour exceeded our expectations and demonstrated the viability of PVOD,” Shell said. “As soon as theaters reopen, we expect to release movies on both formats.”

Like AMC, Cineworld reasserted its support for a window and scolded Universal.

“Cineworld and Regal’s policy with respect to the window is clear, well known in the industry and is part of our commercial deal with our movie suppliers,” read the press release. “We invest heavily in our cinemas across the globe and this allows the movie studios to provide customers all around the world the opportunity to watch movies in the best experience. There is no argument that the big screen is the best way to watch a movie. Universal unilaterally chose to break our understanding and did so at the height of the COVID-19 crisis when our business is closed, more than 35,000 employees are at home and when we do not yet have a clear date for the reopening of our cinemas. Universal’s move is completely inappropriate and certainly has nothing to do with good faith business practice, partnership and transparency.”

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The press release noted that Cineworld CEO Mooky Greidinger approached Comcast chairman Brian Roberts on March 19, after the Trolls World Tour PVOD announcement, and told him: “Nice words from your team are worthless if we cannot trust you as a partner. The message that the media has portrayed is: ‘Hollywood breaks the window’ — well, this is not true! All our partners called us in a timely manner and told us that in the current situation they want to shorten the window for movies that were already released as cinemas are closing. Most importantly, they all reassured us that there will be no change to their window policy once the cinema business returned. Unfortunately I missed a similar message in Universal’s announcement… not only did Universal provide no commitment for the future window — but Universal was the ONLY studio that tried to take advantage of the current crisis and provide a ‘day-and-date’ release of a movie that was not yet released.”

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The release went on to say the company “was always open to showing any movie as long as the rules were kept and not changed by one-sided moves.”

“We have full confidence in the industry’s current business model,” the release read. “No one should forget that the theatrical side of this industry generated an all-time record income of $42 billion last year and the movie distributors’ share of this was about $20 billion.”

Regal Theaters Employ Augmented Reality in Prize Giveaway

The Regal theater chain, beginning April 15, has launched a weeklong, nationwide “Easter egg hunt” bringing movie posters to life via augmented reality.

Movie fans can use the Regal mobile app’s augmented reality filter to scan in-theater posters and unlock rewards, redeemable through April 30 at all participating Regal theaters.

“The race is on for our moviegoers with this one-of-a-kind promotion, which features incredible prizes hidden in posters of the year’s most anticipated movies,” said Chris Sylvia, VP of media at Regal, in a statement. “With the rise of augmented reality, we strive to stay on the forefront of cutting-edge technology to give our guests unbeatable entertainment experiences, as well as reward Regal’s loyal moviegoers.”

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To discover the hidden rewards, consumers open the Regal mobile app and click on the camera icon in the top-right corner of the home screen to unveil an augmented reality platform that, when aimed at the correct poster, will reveal the hidden egg and its associated prize.

Prizes include free popcorn, bonus Regal Crown Club credits and 25 percent off an entire credit order in the Regal Reward Center. Supplies are limited.