AMC Theatres has announced that after saying it would not require facemasks to those that attend movies, it has reversed that statement, now requiring all AMC guests to wear them. The brand announced that guests could bring their own masks, but for those who don’t have one, they will be available at the box offices for $1. Those who don’t wear a mask will not be allowed to stay, according to the statement.
 
“At AMC, we have been consulting with top scientists and health experts to create a broad, sweeping, far-reaching health and safety effort to make AMC Theatres safe for our guests and associates when our theatres reopen in July,” CEO and President Adam Aron said in a statement. “Among many elements of that comprehensive plan was a requirement for our associates all to wear masks nationwide, as well as a requirement for our guests all to wear masks in the many parts of the country that will require it. In those areas of the country where masks will not be required, we nonetheless planned to strongly encourage mask usage by guests, and fully expected that the vast majority would do so. That policy on guest mask usage, which is directly comparable with our major competitors and many other highly regarded retailers, was announced yesterday afternoon.”
 
The brand announced last week that its cinemas would be reopening on July 15 in preparation for multiple premieres soon. About 450 locations of the theatre brand’s locations will open by that time and have a maximum of 30 percent of the typical seating capacity according to an AMC news release on the brand’s website. AMC has also said it would block out every other row in non-recliner auditoriums.
 
Aron continued in the same statement as above, “This announcement prompted an intense and immediate outcry from our customers, and it is clear from this response that we did not go far enough on the usage of masks. At AMC Theatres, we think it is absolutely crucial that we listen to our guests. Accordingly, and with the full support of our scientific advisors, we are reversing course and are changing our guest mask policy. As we reopen theatres, we now will require that all AMC guests nationwide wear masks as they enter and enjoy movies at our theatres. The speed with which AMC moved to revise our mask policies is a reflection of our commitment to the safety and health of our guests.”
 

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