The Future of Movie Theater Going (with Insight from an AMC Worker)

Movie-theater going as we know it has significantly shifted over the course of this global health crisis. In one of my previous articles called “Can Theaters Be Saved From Extinction?” I discuss exactly how this pastime has changed and how COVID-19 has detrimentally impacted this industry during some of the worst months of the pandemic.

At the beginning of the pandemic, most non-essential businesses—movie theaters included—were forced to shut down operations. These closures left thousands of movie theater workers without a job, while also affecting the premiere dates and viewership of upcoming and newly released films. Just a few months later, in September, 36 states would begin authorizing a small number of cinemas to open their doors—though with the caveat of new strict social distancing guidelines put into place. Fast forward to mid-March of this year, an impressive 98% of AMC theaters will have already returned from their year-long hiatus with open and welcoming arms. 

Ultimately, America was able to achieve such a quick turnaround due to the rapid release and administration of vaccines. Today, there is a reported average of 2.72 million vaccines given out per day. If the United States continues at this pace, about 90% of the population could get their first shot by September 4th. Yes, you read that correctly—90 percent! Just a few months ago, my native state of California was considered one of the worst COVID hotspots in the world. Now, California now has the lowest positivity rate in the entire country, according to one tweet by Governor Gavin Newsom. With all of this in mind, it seems as though life actually has the possibility of reaching a sense of normalcy in the near future. The reopening of AMC theaters is one testament to this.

When AMC first opened their doors to the public, they took the initiative to implement a variety of social distancing guidelines and procedures in order to make this new era of movie-watching as safe and clean as possible. These latest protocols have even made going to the movies as much of a contactless experience as possible to further ensure the health and safety for all guests. As AMC continues to remain committed to preventing the spread of the virus, here is a brief list of some of the current ways theaters are stepping up the game in COVID-19 protection.

Masks Required for Everyone

This one is pretty self explanatory and nothing new to the pandemic lifestyle, but if it wasn’t already clear enough, AMC is reinforcing that guests and crew must wear a mask all throughout the theater. This includes the main lobby, concession stand, restrooms, and auditorium itself. AMC is also providing $1 masks just in case guests need a new one or are seen wearing an unapproved style of mask (neck gaiters, open-chin bandanas, and masks that have vents or exhalation valves). Guests may only remove their masks if they are eating or drinking in the theater, otherwise, they must cover the nose and mouth, and fit their mask snugly around the face and chin, at all times. 

Reduced Auditorium Capacity

Currently, all auditoriums are limited to a 35% capacity. This means that when guests are purchasing tickets online or at the box office, the ticketing system will block a certain number of seats next to, in front, and behind your party to allow enough space for social distancing.

Clorox Hand Sanitizing Wipes and Hand Sanitizer Available

Throughout the theater, you will find a number of stations where you can easily access hand sanitizing wipes and hand sanitizer. Guests should take advantage of these resources to keep themselves as germ-free as possible. 

Reduced Touch Points

In an effort to make the movie-going experience as contactless as possible, AMC is recommending that guests use credit, debit, or AMC gift cards when ordering food or tickets in-person. In addition, there is always the convenient option for guests to order both food and tickets ahead of time through the online app. If you have purchased a drink, the previously self-serve Freestyle machines are now being operated by AMC crew members. Also, be sure not to forget to ask the cashiers for any condiments or napkins you might need since these are now placed behind our counters. 

Routine Sanitizing, Cleaning, and Disinfecting

Throughout the day, staff routinely wipe down all areas that are commonly touched, like handles, handrails, card pin pads, and kiosk screens. AMC has also added extra time between movies so that ushers are able to clean the auditoriums using the new electrostatic disinfectant sprayers prior to the next upcoming showtime. 

Though many movie theaters, like AMC, are still in its early stages of reopening to the public, I would argue that the movie-theater experience is not going away any time soon. Even in AMC’s early weeks, there has certainly been no shortage of guests, especially as more and more new movies continue to roll out in theaters. The acclaimed filmmaker Christopher Nolan even made an appearance at my local theater the first day back (and if you wanted to know, he watched Judas and the Black Messiah!). 

This month, many of the current showtimes for films like Demon Slayer (2020), Mortal Kombat (2021), and Scott Pilgrim vs. the World (2010), are already performing quite well. In fact, many of these showtimes have been consistently reaching almost full capacity, or have even been completely sold out altogether. But don’t worry, if you’re afraid that tickets are selling out too quickly it is certainly possible that more of our theaters will be able to increase their auditorium capacity levels very soon. 

Already, the majority of counties in California have moved from the red tier to the orange tier, meaning that the COVID-19 virus has shifted from being at a substantial risk level to a moderate risk level. As more and more residents become vaccinated the LA county may even reduce down to the yellow, minimal risk tier in the near future. Therefore, AMC and other theater businesses alike, will be able to gradually expand above the current capacity level of 35%. 

The California All website has even recently announced that the state aims to fully reopen on June 15. In their statement, the California Department of Public Health asserts that “all industries across the state can return to usual operations with common-sense risk reduction measures such as masking and vaccinations.” Though I do not know the specifics of what this means for movie theaters, this is certainly a sign of hope. Slowly but surely, many businesses are returning back to the way things were before the pandemic hit.

However, to keep this industry alive for generations to come, it is imperative that we continue to show our support to independent and chain theaters alike. In my other article, I offered several ways that patrons could support their theaters while being stuck at home, such as donating to relief funds or purchasing ‘tickets’ for a virtual cinema experience. But now that many theaters are open, the most effective option is to actually attend the movies! After being stuck at home for over a year, we finally have the opportunity to enjoy the movie-going experience, so why not indulge in it?

And not to be a Debbie Downer, but if we don’t go head to our local theaters now, they might end up permanently shutting down just as 300 Arclight Cinemas and Pacific Theaters were forced to do at the beginning of April. The company released a statement saying, “This was not the outcome anyone wanted, but despite a huge effort that exhausted all potential options, the company does not have a viable way forward.” Just like many other businesses, the movie-theater industry suffered a serious economic toll caused by this public health crisis. Though some businesses were able to make it out of the trenches, others were not— just as in the case with the beloved Arclight Cinemas and Pacific Theaters (May they rest in peace…).

If you are just itching to get back into those incredibly comfortable leather recliner seats, sitting smack dab in the center of your nearest theater, look no further. If you don’t already have your local theater’s location memorized by heart, check out The Big Scene Cinema Guide. This website has a long list of the nearest theaters, in addition to all the movies they are playing. And if you’re looking to try out a theater you’ve never been to, this is the perfect resource for you.

So go on and head to your nearest theater to watch all the latest movies you’ve been dying to see for quite some time now. Perhaps instead of watching movies from your laptop on streaming platforms like HBO Max, Netflix, and Hulu, switch it up and see one of them on the big screen for a change. Maybe I’ll even see you there.