AMC Theaters reverses course on masks after backlash

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The nation’s largest movie theater chain changed its position on mask-wearing less than a day 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.”

Rival chain Regal followed AMC’s lead. Spokesman Richard Grover said Friday that moviegoers must wear masks in all its theaters as well.

AMC Theaters wasn’t the first to say it would defer to officials on the mask issue. That policy was identical to what Cinemark announced earlier this month. Cinemark did not immediately respond to requests for comment. 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.

The interview came on the same day that California started requiring people throughout the state to wear masks in most indoor settings and outdoors when distancing isn’t possible.

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.

Earlier Friday, Alamo Drafthouse, which operates around 40 locations in the U.S. said that it would be requiring that guests wear masks at its theaters, with a caveat for eating and drinking. Those without masks, it said, would be given one. AMC plans to sell masks for $1.

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.

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.

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4 thoughts on “AMC Theaters reverses course on masks after backlash

  1. American’s false sense of security on wearing masks…. So, if I eat or drink something at a movie theater, I am okay not wearing a mask in public and I don’t spread covid, but if I sit and watch a movie WITHOUT eating or drinking I spread covid? If I ate or drink at a restaurant, no issue with not wearing a mask, but somehow the people serving my food need to wear a mask? double standards everywhere.

    1. Craig B., you should ask to be appointed to the CDC since you seem to believe you know more than any of them.

  2. Yeah, everyone must wear an N95 mask. People in 1918 wore cloth masks. Do you drive a 1918 car? Nope. Would you drive one? Nope. Don’t wear a 1918 mask for a 2020 pandemic. Common sense. We should still be in the “shutdown” mode. Had we stayed shut down for 12 weeks—THEN opened up, we would be on the rebound. We stupidly listened to the Chinese about being able to “reopen” so soon. So now, we will be like we are now—just in time for the next flu season. Cool. I don’t know about everyone else, but I’ve had enough of all this “winning” Trump was crowing about.

  3. Anyone who thinks wearing a mask is not necessary is not listening and has their head in the sand. There is NO vaccine, and there is a virus killing thousands and thousands of people, more than any flu. We all need to do our part to protect and respect others.
    All those who think it is time to return to normal and find it so inconvenient to wear a mask, are selfish and inconsiderate. We all need to do our part in preventing the spread of this Covid-19 virus, and if that means wearing masks and social distancing, then that is what we do.