UPDATE: On Friday afternoon, AMC announced that all theaters will be requiring guests to wear masks, releasing the following statement, per The Hollywood Reporter: The rest of the original article published prior to the policy reversal announcement appears below: This announcement prompted an intense and immediate outcry from our customers, and it is clear from this response that we did not go far enough on the usage of masks. At AMC Theatres, we think it is absolutely crucial that we listen to our guests. Accordingly, and with the full support of our scientific advisors, we are reversing course and are changing our guest mask policy. As we reopen theatres, we now will require that all AMC guests nationwide wear masks as they enter and enjoy movies at our theatres. The speed with which AMC moved to revise our mask policies is a reflection of our commitment to the safety and health of our guests. We will constantly monitor the scientific community’s latest thinking as to the efficacy of mask usage. We also will be looking at the varying health conditions in specific localities around our theatres all across the country. This will help us to determine what our mask policy will be as we go forward, as well as to make any other needed changes to this policy. Guests coming to our theatres may bring their own masks of course, but for those who do not have one, masks will be available at our theatre box offices at a nominal $1.00 price. Those who are unwilling to wear a mask will not be admitted or allowed to stay. “We did not want to be drawn into a political controversy,” Aron told Vanity Fair. “We thought it might be counterproductive if we forced mask wearing on those people who believe strongly that it is not necessary. We think that the vast majority of AMC guests will be wearing masks. When I go to an AMC feature, I will certainly be wearing a mask and leading by example.” The company unveiled its reopening strategy in an email to newsletter subscribers and members of its loyalty programs and pointed to a page on the official website further detailing its “Safe & Clean” policy. The policy notes that theaters in areas where masks are required by law will abide by those requirements, but elsewhere, masks will only be “recommended” for guests. Employee mask wearing will be mandated, and masks will be available for guests to purchase. The announcement and Aron’s explanation have drawn criticism from those who believe that it further politicizes an issue that should not be a partisan one. The Centers for Disease Control and Prevention (CDC), other unaffiliated public health organizations, and countless health experts have recommended the wearing of masks as a way to keep the amount of COVID-19 cases down before a vaccine can be widely disseminated. After AMC’s plan was blasted out to the public, #BoycottAMC trended on Twitter. RELATED: For more up-to-date information, sign up for our daily newsletter. As for safety systems the chain is putting in place, the “Safe & Clean” policy states that employees will have their temperatures taken at the beginning of every shift, all payments will be cashless, theaters will operate at 30 percent capacity or less, and cleaning procedures will be amped up and updated, among other precautions. Yet, as noted by The Wrap, AMC Theatres isn’t the only chain that won’t be requiring guests to wear masks unless they’re in a state that demands it. Cinemark and Regal included similar language in their reopening announcements. But it was Aron’s reasoning that prompted a deluge of angry responses from movie-goers pledging to cancel their memberships or otherwise not patronize AMC as long as the policy is in place. And for more about the tricky nature of coming out of lockdown, This Major U.S. City Is Pausing Reopening Due to Huge Coronavirus Surge.
