Alamo Drafthouse Announces Mask Policy Ahead of Coronavirus Reopening
Jun 20 2020
Theatres will now require moviegoers to wear a mask after facing heavy backlash for their previous reopening plan, which did not mandate masks in order to avoid "political controversy." .
The policy drew immediate criticism on social media from people who said they would not feel safe if others around them were not wearing masks.
The plan requires that AMC employees wear masks but doesn't make it mandatory for guests unless it's required by local municipalities. "At AMC Theatres, we think it is absolutely crucial that we listen to our guests", AMC said in a statement. "I might go to a double feature, and you can be sure that I'll be wearing a mask, leading by example". Like fellow major theater chains Cinemark and Regal that are slowly re-opening, AMC Theatres will be reducing seating capacity and implementing new cleaning procedures.
The use of face masks and their requirement within the context of the coronavirus pandemic has been a controversial issue.
"Aron doubled down on his mask comments, telling CNN, ".what we're committed to at AMC is the cleanliness of our theaters and the safety of our guests.
While public health officials say wearing a mask is important in helping stop the spread of COVID-19, not wearing one has become a political statement for people who say it violates their freedom or exaggerates the threat of the coronavirus.
Founded in 1920, the AMC is now the largest movie exhibition company in the United States, the largest in Europe and the largest throughout the world with approximately 1,000 theaters and 11,000 screens across the globe. "Those who are unwilling to wear a mask will not be admitted or allowed to stay".
On Thursday, AMC announced that 450 of its 600 cinemas would be reopening on July 15 in time for Disney's Mulan and Christopher Nolan's new blockbuster, Tenet.
Cinemark, referring to federal recommendations, said customers are strongly encouraged to wear masks.
Earlier this month, AMC reported a net loss of $2.17 billion in its first quarter, and said revenue fell about 22% to $941.5 million, compared to $1.2 billion in the same quarter previous year.
"We didn't rush to reopen", AMC CEO and president Adam Aron said in an interview with Variety.