AMC Theatres releases a video showcasing their COVID-19 guidelines

Last Updated on July 30, 2021

As theater chains prepare to reopen their doors during an ongoing pandemic, AMC Theatres on Friday posted a video that highlights several steps the company is taking to ensure the safety of their guests. During the lead-up to cinemas reopening, many have expressed concerns about how theaters plan to monitor those who return to cinemas because surely, not everyone who agrees to the conditions will follow them to the letter.

In the video, AMC asks that guests secure tickets ahead of time for reserved seating so that socially-distant arrangements can be made. AMC also makes it clear that all guests and employees will be required to wear a mask. That said, the video also states that guests can remove their masks while enjoying food or drinks. This last bit sounds like a red flag to me, especially when you consider how long it takes to eat a large bucket of popcorn. I could go on, but we've got other details to cover.

AMC also states in the video that they will present guests with a simplified menu, in addition to having “thoroughly enhanced our cleaning procedures.” Per this last detail, AMC will now make use of HEPA filter vacuums, MERV air filters, and employees will disinfect auditoriums with electrostatic disinfectant sprayers before each showtime.

Unsurprisingly, adhering to the new guidelines will cost AMC a fair bit of coin, this after reporting a loss of $561 million during the theater chain's most recent second quarter. That being the case, I'll give you one guess as to who is going to have to help them make up the cost. That's right, it's you, the customer.

“It’s appreciatively higher,” CEO Adam Aron told Wall Street analysts during the company’s second-quarter conference call about the new cleaning costs. “We have electrostatic sprayers and all kinds of things — quadruple the cost — we can’t eat all these costs. We’re going to have to pass some of these costs on to the consumer.”

For the time being, AMC will have to arrange for physically distant seating, thereby creating a significant space between seats and groups of people. This will, of course, limit the number of people that can safely fit inside a theater, though AMC has assured investors that they can meet demand at just 50% capacity.

I don't know, you guys. I love going to the movies, but the idea of paying more money for such an involved experience really bums me out. I commend AMC and other chains that are willing to go to such great lengths to ensure the safety of their guests and employees, but my immunocompromised ass won't be there. What's to keep someone from removing their mask on for the duration of the film? What happens when a sip of pop goes down the wrong pipe, and someone starts coughing their brains out? It's likely going to create a scene, and disrupt the viewing experience more than it already is. I don't mean to let my pants down on AMC's best efforts, I'm simply not convinced that the mental and monetary cost of going to the movies is for me, at this time.

What do you think AMC's new video and their plan to provide audience members with a safe, if compromised viewing environment? Let us know in the comments section below.