Theater Trade Group Questions Early Re-Openings

With the state of Georgia allowing movie theaters to re-open on April 27 — provided they adhere to CDC social distancing guidelines — a trade group representing exhibitors says the practice would largely result in screening catalog titles.

The National Association of Theatre Owners in an April 22 statement said exhibitors should remain united in regards to re-opening screens in order to deliver confidence to consumer and stock new-release titles.

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“Until the majority of markets in the U.S. are open, and major markets in particular, new wide release movies are unlikely to be available,” NATO said. “As a result, some theaters in some areas that are authorized to open may be able economically to reopen with repertory product; however, many theaters will not be able to feasibly open.”

With most national chains laying off or furloughing employees and executives, scrambling together requisite staff to run theaters remains a challenge. Adam Aron, CEO of AMC Theatres, has publicly stated he hopes theaters could be operational by July.

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John Stankey, COO of AT&T, parent to WarnerMedia Entertainment, doubts theaters can “snap back” quickly with ongoing consumer uncertainty about the status of COVID-19 infections, inadequate supplies of face masks to businesses and virus screenings.

Indeed, Georgia Gov. Brian Kemp admitted earlier this month that he hadn’t been aware the virus could be spread by asymptomatic people, or those not exhibiting signs of an infection.

Georgia, along with many other red states, has felt internal pressure from some residents and political activists arguing for a return to normalized small business operations and consumer access. Many of the businesses, which face permanent closure and bankruptcy, have been unsuccessful securing federal relief funds.

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