AMC Theatres has delayed plans to reopen its cinemas as coronavirus cases surge across the United States. The company will now open its venues in mid to late August. The problem of when and how mov…
cases surge across the United States. The company will now open its venues in mid to late August.
The problem of when and how moviegoing can safely resume and cinemas can broadly reopen has been a thorny one for the exhibition space. AMC has shifted its date for reopening as the release of several major Hollywood blockbusters, namely “Tenet” and “Mulan,” have moved their openings back. The chain initially said it would welcome guests back on July 15, later moving that date to July 30. Earlier this week, Warner Bros.
AMC CEO Adam Aron undercut his efforts to convince the general public that exhibitors were taking every precaution when he told Variety in June that patrons would not be required to wear masks in states and counties where it was not mandated. His explanation that the theater chain “did not want to be drawn into a political controversy,” had the opposite effect, leading to boycott threats. Within 24-hours, AMC and Aron reversed course, declaring that mask-wearing would be required.
The exhibition space has been hit hard by coronavirus closures. AMC has been operating with almost no revenue since March when a rise in COVID-19 infections prompted it to shutter its theaters and furlough much of its staff. In recent years, AMC used debt to revitalize its theaters.
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