AMC shifts course, requires all moviegoers to wear coronavirus masks after facing backlash
Masks will be available at theatre box offices for $1
After facing backlash for only "strongly encouraging" the use of masks, AMC Theaters is now mandating all patrons to cover up when theaters reopen across the nation on July 15.
The quick reversal came one day after the company released its reopening measures which noted that its associates would be required to wear maks while guests were only recommended to do so. Although the company had specified that in some municipalities, guests will be required to wear masks.
“We’ve been working for three months on the plan to bring our theaters back … and we put together what we thought was a great plan,” the chain's CEO, Adam Aron, said on FOX Business Network. “We brought in consultants, who are current and former faculty members of Harvard University School of Public Health. We partnered with The Clorox Company. We have an incredibly comprehensive cleaning and safety protocol.”
Still, he explained that despite the safety measures it has taken to mitigate the spread of the virus, and that AMC would “strongly encourage” guests wear masks, “We started getting an immediate outcry from our [customer base]. It became very clear to us very quickly that they wanted masks to be worn by our of our guests, all across the country, and so that’s what we announced today.”
Like its competitors, the company says masks must be worn prior to entry. However, for those who do not have one, masks will be available at theatre box offices for $1.00.
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However, those who are unwilling to comply with the policy "will not be admitted or allowed to stay" Aron warned Friday.
"Among many elements of that comprehensive plan was a requirement for our associates all to wear masks nationwide, as well as a requirement for our guests all to wear masks in the many parts of the country that will require it," Aron said. "In those areas of the country where masks will not be required, we nonetheless planned to strongly encourage mask usage by guests, and fully expected that the vast majority would do so."
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The about-face comments come after Aron told Variety that the company did not want to be "drawn into a political controversy.”
“We thought it might be counterproductive if we forced mask-wearing on those people who believe strongly that it is not necessary," Aron told Variety.
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The announcement prompted an intense and immediate outcry from customers, Aron said.
"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."
Aron noted that the company "will be looking at the varying health conditions in specific localities" around theatres all across the country to determine what the company's mask policy will be moving forward, as well as to make any other needed changes to this policy.
AMC is the largest movie exhibition company in the United States with approximately 1,000 theatres and 11,000 screens across the globe.
It isn't the only theater chain now mandating masks be worn in theaters. The Alamo Drafthouse Cinemas Friday said it will do the same upon reopening, per The Hollywood Reporter.
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FOX Business' Shawn Carter contributed to this report.