UPLAND SQUARE— In March, all movie theaters, including AMC, were put on temporary closure till further notice. After six months, the Upland Square movie theater opened on 27 August, but the effect has been done.
One the main issues placed from delaying was a loss of profit. “[COVID 19] took away their business, and that is why [AMC] had to double the price [of their tickets,]” said Michael Bartelmo, a regular moviegoer at AMC.
Questions that come to mind for moviegoers: What kind of implementation did movie theaters apply to keep customers safe; What was the impact that COVID-19 had to moviegoers?
Rules and First Hand Account
According to atomtickets.com, “[m]asks are required during your visit except when enjoying food and drinks.” Also on the website, it mentions that AMC also implemented a contact-less ability to get tickets right from the app or pay up front, seating is now one seat away from another customer in order to maintain social distancing, and no refills for drinks and food. Lastly, surfaces and movie theaters are routinely cleaned to maintain sanitation.
In my experience in going to the AMC movie theater at Upland Square to see New Mutants, I noticed a significant change to the movie theater I came to back in late February. Before entering, there is a sign alerting every customer to wear a mask before entering. In addition, there were very few movies advertised outside of the AMC Theater, which made the theater location feel like a ghost town.
…there were very few movies advertised…, which made the theater location feel like a ghost town.
As I entered, the entranceway appeared rather different as there was not a lot of noise going on around the main theater entrance. Instead of going head strung to the concession stand, an employee welcomed me at the doorway and asked if I ordered the tickets online. In my response, I told the employee no, but I was able to order the tickets over the concession stand. Through ordering food, I was only given the option to order popcorn or go for some candy. The
drawback was that I could not order the traditional pretzels that my uncle and I always get or the pizza.
Regardless, the transaction could still be done with cash or credit card but to remain contactless, credit card was the best option. As for picking seats, some of the aisles are blocked by tape as you enter and select moviegoers are stationed away from other moviegoers.
Effect on COVID-19 for Films
Other than personal experience, movie theaters that were affected from the long delay had a big impact on their business. According to Bartelmo, Disney’s remake of Mulan was one of the films that became impacted by COVID-19. Instead of showing the film in March at the theaters, the film became delayed till late July. Unfortunately, as COVID-19 cases increased, Disney decided it was best to have the film on Disney Plus, which is an on-demand service for anyone willing to stream films near their homes.
In addition to Mulan, Marvel films like Wonder Woman 84 and Black Widow got pushed back at later dates whereas other films became pushed even further to 2021. “Long term damage is not calculable,” says a moviegoer. “Hollywood has stopped releasing films six months ago, and by the time the awards ceremony comes around, many of the films we see to be up for rewards will not be released.”
As the movie theaters became delayed, people looked to other forms of entertainment. “All I know was the theaters were shut down and the patrons had to find other forms of entertainment through streaming and cable,” says a moviegoer.
The essential drawback to the growing demand of stream services and the health regulations from COVID-19 greatly impacted movie theater revenue. In a Hollywood Reporter website article, it is projecting a “65.7 percent decline” for film revenue of this year.
Despite the economic troubles for movie theaters, only time will tell for other movie theaters. For Michael, he believes that there is still hope. “I think Flagship is holding off and see what the vaccine brings in November,” says Michael. “If it turns out as a cure, it will bring back people [to the theaters].” Till there is a cure, it is wise to follow safety regulations.
Nicholas Bartelmo is a fourth-year student majoring in history. NB790429@wcupa.edu