The AMC Classic Statesboro 12 movie theater closed in mid-March along with every other theater in the United States due to the COVID-19 pandemic. And when the 12-screen complex opens next month, all movie-goers will be required to wear masks.
AMC, the nation’s largest movie theater chain, changed its position on mask-wearing after the company became a target on social media for saying it would defer to local governments on the issue.
AMC Theaters CEO Adam Aron said Friday that its theaters will require patrons to wear masks upon reopening, which will begin in mid-July. Customers who don’t wear masks won’t be admitted or allowed to stay.
“We think it is absolutely crucial that we listen to our guests,” Aron said. “It is clear from this response that we did not go far enough on the usage of masks.”
AMC said it will open 450 of its U.S. locations on July 15, with the goal of having most of its theaters in operation by July 24 for the opening of Disney’s “Mulan” and Christopher Nolan’s “Tenet” the following week.
No announcement has been made for a specific date when the Statesboro theater, located behind the Mall, would open.
AMC plans to sell masks for $1 for customers who do not bring their own.
Rival chain Regal followed AMC's lead. Spokesman Richard Grover said Friday that moviegoers must wear masks in all its theaters as well.
Most major retailers require masks for customers only where local rules mandate it.
But the AMC plan hit a nerve for many on Thursday and #boycottAMC quickly became a trending topic on Twitter.
The outrage was further flamed by one of Aron’s comments in an interview with the Hollywood trade Variety that implied that taking a hard stance on mask-wearing was a political matter.
“We did not want to be drawn into a political controversy,” Aron said. “We thought it might be counterproductive if we forced mask wearing on those people who believe strongly that it is not necessary.”
He also said that he thought the “vast majority of AMC guests will be wearing masks” and that he planned to lead by example and would be wearing a mask himself.
While public health officials say wearing a mask is important in helping stop the spread of COVID-19, not wearing one has become a political statement for people who say it violates their freedom or exaggerates the threat of the coronavirus. President Donald Trump has pushed back against masks, even as the virus has killed more than 100,000 Americans this year.
Most indoor U.S. theaters have been closed since mid-March because of COVID-19. But both independent locations and major chains are readying to reopen within the next month.