August, 13, 2020
Movie theaters around the world have shuttered their doors since mid-march due to Covid-19 concerns. Major movie theater chains such as Regal Theaters, Cinemark and AMC Theaters have announced new health and safety protocols in place for guests and employees as the industry adapts to the pandemic’s new normal.
On Tuesday (Aug 11) Regal, which operates 539 theaters in 42 U.S. states released a promotional video giving guests a first look at what the movie theater experience will be like with new safety precautions and health measures in place based on the CDC’s guidelines.
Some notable changes for Regal, a subsidiary of the Cineworld Group, are significant spaces between seats and customers wearing masks while seated. Seat capacity will be reduced by 50% with at least two empty seats between groups. Customers will be allowed to remove their masks while seated to enjoy food or drink purchases. They will require employees to wear face masks and gloves at all times, along with participating in daily temperature screenings and training.
Other plans include increased cleanings between showings and the use of floor markers to help with social distancing. Hand sanitizers will be placed at entrances and other key areas; and they will encourage contactless payments for both tickets and concessions.
Upon returning to the movies, AMC guests can expect to experience AMC’s comprehensive health and sanitation program: AMC Safe & Clean, which was developed under advisement of current & former faculty of Harvard University’s prestigious School of Public Health and the No. 1 U.S. cleaning brand, The Clorox Company.
AMC Safe & Clean components include significant reductions in the maximum tickets available for each showtime and seat blocking in reserved seating auditoriums to allow for social distancing between parties, enhanced cleaning procedures that include extra time between showtimes to allow for a full, thorough cleaning and nightly disinfecting using electrostatic sprayers, use of high tech HEPA vacuums, upgraded air filtration efforts including the use of MERV 13 filters wherever possible, new guest and associate safety protocols that include mandatory mask wearing by all guests and associates, hand sanitizing stations throughout the theatre, and the availability to guests of disinfectant wipes.
In late June, Cinemark announced in a press release that they will enforce similar measures, adhering to “The Cinemark Standard” upon reopening with enhanced cleanliness, sanitizing and safety measures. Each theatre will also have a designated “Chief Clean” and “Safety Monitor” on duty to ensure guest safety, physical distancing, and monitor cleanliness and sanitation protocols.
Analysts predict that ticket sales will plunge to $7 billion in 2020 compared to the $11 billion in box office sales over the last 5 years, according to MoffettNathanson, a media research company. Universal came to an agreement with AMC, the largest theater chain in the U.S., that a movie will be available for on-demand viewing 17 days after it is first released in theaters. The average wait for a movie to go from big screen to an at home on-demand purchase is 90-days. The new deal doesn’t benefit Regal theaters or Cinemark chains, which ideally need a longer theatrical window to recuperate sales and cost of operating at a reduced capacity.
