As movie theaters across America struggle financially amidst the coronavirus (COVID-19) pandemic, AMC Theatres announced it will begin a private rental program.
In an attempt to make up for its recent lost revenue throughout 2020, AMC Theaters will be available for rental, according to a recent AMC press release.
Theaters will be available for rental starting at $99, with rentals accommodating up to 20 people. Although, recent releases like Christopher's Nolan's Tenet will cost a bit more, between $149 and $349 for a rental depending on the theater's location.
After AMC reported a quarterly loss of over $900 million earlier this year, AMC ran a beta-test of its rental program for four weeks before the program's official announcement on Tuesday. AMC received more than 110,000 inquiries, which the theater chain said was more than four times AMC's 2019 theater rentals.
AMC's announcement also noted its updated health and sanitation program. "AMC Safe & Clean" will still apply during rented movie screenings, which mandates social distancing and mask-wearing inside its auditoriums. Under the program, AMC will also thoroughly clean theaters between screenings and disinfect on a nightly basis. Additionally, the theater chain uses advanced HEPA vacuums and upgraded air filtration systems to keep auditoriums as sanitary as possible.
“The results and feedback from our guests about AMC Safe & Clean have been overwhelmingly positive, and Private Theatre Rentals at AMC provides an additional layer of safety and security to those moviegoers who are looking to see movies with just their family members and friends," Elizabeth Frank, EVP Worldwide Programming and Chief Content Officer said. "It’s unprecedented for AMC to receive 110,000 contacts in four weeks about a private theatre rental, based only on word of mouth and organic publicity, and we are excited about and appreciative of the interest this has sparked among AMC guests.”
COVID-19 created a massive toll on the movie theater industry. After Tenet's release generated less domestic revenue than initially hoped for, studios started delaying several blockbuster releases like the latest James Bond film, No Time to Die. The delays signified a major blow to an already hobbled theater industry struggling to attract patrons during a pandemic.
In October, a letter was penned to Congress with big-name signatories like Christopher Nolan and Alfonso Cuarón. The National Association of Theatre Owners warned that without government aid the theater industry would suffer major losses. The letter estimated 69% of small and mid-sized theater companies will have no choice but to file for bankruptcy soon and up to 66% of theater jobs could be lost due to the COVID-19 pandemic.
Source: amctheatres.com