AMC Entertainment has announced that it’s launching a private theater rental program.
The movie theater chain was hit hard by the COVID-19 pandemic and recently reported a staggering $905.8 million quarterly loss. Company officials are hoping to bolster revenue by offering consumers the option of renting out an entire theater for as little as $99.
On its official website, AMC said private screenings will have COVID-19 safety measures in place, and the number of guests allowed in each theater will be capped at 20.
“As part of our AMC Safe & Clean initiative, private movie showings can accommodate 1-20 total guests (host included), so the auditorium can remain at 40% capacity (or less based on municipality guidelines), leaving plenty of space for social distancing,” the company said.
Masks will be required “unless you are actively enjoying food or drinks,” AMC said. The company added that outside food and drink may not be brought into private screenings.
Test showed significant interest
Consumers who rent out a theater can choose from one of the movies AMC is offering. The theater chain is currently offering 17 films including “Jurassic Park” and “The Nightmare Before Christmas.” New releases -- such as “Tenet,” “The War With Grandpa” and “Freaky” -- can be viewed for a higher price of between $149 to $349, depending on location.
AMC said it recently tested the program and it drew “110,000 inquiries around the country” in the span of a month -- more than four times higher than the total number of requests it got in all of 2019 for private theater rentals.
“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, executive give president of worldwide programming and chief content officer, said in a statement.
“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,” she said.