AMC faces backlash over face mask policy

AMC is facing backlash after revealing its reopening policies, which do not make face masks mandatory for moviegoers.

As cities and states begin to reopen nationwide, companies are trying to determine how they’ll function within this “new normal.” Although certain parts of life are returning to some semblance of normal, scientists are recommending social distancing at least through summer — and a vaccine has yet to be approved for the COVID-19 virus.

Because of this, organizations are implementing new policies in order to keep patrons and employees safe, and to ensure they stick to state health guidelines. These policies include everything from keeping consumers distanced from one another to requiring a mask when entering an establishment — but they vary from state to state and business to business.

And as might be expected, some companies are seeing backlash for how they choose to handle reopening. Almost immediately after AMC announced that it would be encouraging patrons — but not requiring them — to use face masks in its movie theaters, moviegoers began to react with criticism of the company, leading #BoycottAMC to trend on Twitter early Friday morning.

This, of course, will not be the case in places where the government is demanding businesses prohibit those without masks from entering, but there are many states and cities where this is not the law — and people have already expressed that they don’t feel safe without AMC mandating mask usage as part of their reopening policy.

A large part of the backlash also comes from the CEO Adam Aron’s statement that the company won’t require masks to avoid being “drawn into a political controversy.” Many have questioned the description of health and safety precautions as a political stance, insisting that saving lives shouldn’t be considered as such.

Interestingly enough, it seems most major movie chains will be implementing similar policies, including Regal and Cinemark. And if public reactions are anything to judge by, this could mean films coming out over the next few months will see poor performance at the box office — or perhaps drive-in theaters will continue to see a surge in attendance.

Although AMC won’t be requiring patrons to wear face masks, it does have several other policies that will go into effect upon reopening, including reduced auditorium capacities, social distancing standards, a simplified food menu, and more intensive cleaning procedures. Its employees will also have their own set of policies to follow, and will be required to wear PPE and undergo daily health screenings.

The first AMC theaters will open their doors again on July 15.

For more information about COVID-19, visit the CDC’s website or the website for your state’s Department of Health.