The date is set: AMC Theaters will begin reopening Aug. 20. When the COVID-19 pandemic closed movie theaters across the country earlier this year the company was in the midst of celebrating its centennial, and the nation’s largest theater chain is set to reopen despite the virus’s widespread infection levels and unclear longterm consequences, the raging misinformation about how it is spread and the continued absence of an effective vaccine. The obvious question is: What will it take to bring moviegoers back into their local theater?
AMC hopes to assuage fears with their “Safe & Clean” initiative, in partnership with Clorox. With descriptions of “thoroughly enhanced cleaning” and “high-tech HEPA vacuums,” the company aims to build customer confidence that going to the movies can be safe under their protocols. Along with its safety guidelines, AMC is piling on discounts and bonuses to lure in former customers—particularly members of the AMC Stubs loyalty program—who might be willing to push aside their health concerns for a good deal on a night out.
AMC’s welcome back message explores six facets of AMC’s “Safe & Clean” practices, but they can easily be divided into “What are you doing to keep me safe?” and “What are you doing to sweeten the deal?” I wouldn’t blame you for staying away to keep safe—not going to the movies is 100% effective against catching the virus from an indoor movie theater—but for those who are considering the return, here’s what you can expect:
A gradual rollout
Not all theaters are opening at once. AMC is following local guidelines, which means your theater might be opening its doors Aug. 20 or it might be waiting a while longer. Not sure if your area is set for theaters to reopen? You can use this location guide, which provides a breakdown of AMC theaters by state.
Limited seating capacity
Theaters will be running at reduced capacity—a maximum of 30%. Every other row will be blocked off, and if you can’t find a seat where you feel comfortably distanced, you’ll be able to request a refund before the movie begins.
Mask requirements, with an exception
This is a big one, as AMC reversed course after originally announcing in June that masks would be encouraged, but not required. Under their new guidelines masks are indeed required, but with a notable exception: masks “may be removed while enjoying food and drinks.” The controversial neck gaiter is not allowed to function as a mask, nor are open-chin bandanas and masks with vents or exhalation valves, but guests can apparently pull down their masks or take them off altogether in service of eating and drinking their concessions. For many (myself included), such a gaping loophole is enough to damage the plan’s credibility beyond repair, like a minor design flaw in the Death Star that isn’t very minor at all.
New cleaning protocols
The letter includes no shortage of fancy-sounding phrases deployed to convince you AMC is taking cleaning seriously. On top of routine cleaning, HVAC systems have been upgraded with MERV 13 air filters; “electrostatic disinfectant sprayers” will use “negatively charged ions” to clean surfaces between screenings; and carpets will be vacuumed each night with HEPA-filtered vacuums. Screenings will be spaced further apart to allow additional time for thorough cleaning and staff will undergo temperature checks prior to each shift.
Deals to lure you back
For want of new blockbusters, classic movies will be re-screened for dirt cheap and concessions will be discounted, but the best benefits are reserved for loyalty club members—AMC Stubs, AMC Stubs Premiere, AMC Stubs Insider and AMC Stubs A-List. Expect extended benefits through Oct. 31, including double points on your purchases and the ability to use any birthday benefits you may have missed while theaters were closed. AMC Stubs A-List members will also see an additional $10 in bonus bucks added to their accounts, which they can reactivate when they’re ready (though come December 1, your AMC A-List membership will be automatically reactivated for you, so be sure to cancel if you don’t want that to happen).