Throughout last week, Hollywood waited anxiously for the country's largest movie theater chains to unveil their elaborate reopening plans with one aim in mind: convincing consumers that it's safe to return to the cinema even amid the coronavirus crisis
Throughout the week of June 15, Hollywood waited anxiously for the country's largest movie theater chains to unveil their elaborate reopening plans with one aim in mind: convincing consumers that it's safe to return to the cinema even amid the ongoing coronavirus crisis.AMC Theatres, the biggest circuit in the U.S., was the last to release its plan, dubbed "Safe & Clean.
None of this prompted an outcry until AMC CEO Adam Aron suggested in June 18 interviews that his reasons for not wanting to require masks was to avoid wading unto political territory. By early June 19, AMC reversed course and said masks will be required when the chain opens up the majority of its locations next month. Within minutes, Regal also reversed course. But the backlash couldn't be as easily erased, and put the focus on the negative at a time when the film business needs to rally consumers. Cinemark, based in Texas, has stayed quiet during the controversy. Conversely, a smaller Texas-based chain, the Alamo Drafthouse Cinemas, says that masks will be mandatory.
"Requiring customers to wear face masks is a smart business practice. We are still in uncertain times," says Wall Street analyst Eric Wold of B. Riley FBR. "There is obviously a fine line between trying to protect your guests and scaring your guest." Adds Exhibitor Relations box office analyst Jeff Bock, "movie theaters had a chance to really step up. They fumbled even before the game started. Hopefully we'll see some more transparency from Hollywood as we get closer to reopening. And let’s hope there’s a good old fashioned Hollywood ending for all this.on July 24, followed by Warner Bros.' event picon July 31.
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