Following a massive backlash over the past 24 hours, AMC Theaters has changed course and will require all customers to wear masks to attend their cinemas as they re-open from mid-July in the wake of the coronavirus pandemic.
While none of the three major U.S. exhibitor chains – AMC, Regal, and Cinemark – were requiring their customers to wear masks, it was the biggest of that trio’s stance yesterday that drew the most reaction.
All three took the policy that all staff had to wear masks nationwide, as did all guests in areas of the country where they have been mandated. In areas where they are not, mask usage by guests will only be “strongly encouraged” rather than required. Masks would also be on sale.
In a statement to THR, the company says they have been consulting with top scientists and health experts to “create a broad, sweeping, far-reaching health and safety effort to make AMC Theatres safe for our guests and associates”. They go on to say:
“That policy on guest mask usage, which is directly comparable with our major competitors and many other highly regarded retailers, was announced yesterday afternoon. This announcement prompted an intense and immediate outcry from our customers, and it is clear from this response that we did not go far enough on the usage of masks.
At AMC Theatres, we think it is absolutely crucial that we listen to our guests. Accordingly, and with the full support of our scientific advisors, we are reversing course and are changing our guest mask policy. As we reopen theatres, we now will require that all AMC guests nationwide wear masks as they enter and enjoy movies at our theatres. The speed with which AMC moved to revise our mask policies is a reflection of our commitment to the safety and health of our guests.
We will constantly monitor the scientific community’s latest thinking as to the efficacy of mask usage. We also will be looking at the varying health conditions in specific localities around our theatres all across the country. This will help us to determine what our mask policy will be as we go forward, as well as to make any other needed changes to this policy.
Guests coming to our theatres may bring their own masks of course, but for those who do not have one, masks will be available at our theatre box offices at a nominal $1.00 price. Those who are unwilling to wear a mask will not be admitted or allowed to stay.”
It’s not clear how AMC plans to make masks mandatory whilst also serving concessions – the way in which cinemas make most of their money. AMC plans on opening 450 or so of its U.S. theaters on July 15th while all 600 should be open by July 24th in time for “Mulan” and “Tenet”.
Earlier today the Alamo Drafthouse Cinemas also said it will require patrons to wear face masks upon reopening its theaters, still no word from Regal or Cinemark on whether their policy stance will change as well.
