After backlash, AMC Theatres ‘reversing course’ one day after mask policy announced
AMC Theatres will reverse its position and now require all guests to wear face masks once movie theaters reopen to the public.
The nation’s largest theater operator on Thursday said it wouldn’t require moviegoers to wear masks, but would strongly encourage them.
“We did not want to be drawn into a political controversy,” AMC CEO and president Adam Aron said in an interview with Variety.
But the decision was met with sharp public criticism, both in Kansas City and across the country. Former Vermont Gov. Howard Dean called the CEO an “idiot” on Twitter.
By early Friday afternoon, the Leawood-based company reversed its position, saying it would require all employees and guests to wear a face covering.
“At AMC Theatres, we think it is absolutely crucial that we listen to our guests,” the company said in a statement. “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.”
Moviegoers can bring their own masks or purchase one for $1. Anyone without a mask will not be admitted, the company said.
The company plans to open most theaters in July, ahead of the releases of Disney’s “Mulan” and Warner Bros.’ “Tenet.”
The pandemic caused AMC to shutter all its theaters around the globe. The company has cut staffing, benefits and renegotiated rents to stay afloat as its revenues dried up.
While many have speculated that the chain could be headed for bankruptcy reorganization, the CEO told investors June 9 he believed the company would survive the current economic downturn from the coronavirus.
“In my heart of hearts, I passionately believe that in the end AMC will both succeed and prosper,” he said.
