AMC will make masks mandatory for guests after all

After receiving negative feedback over its reopening policies, AMC has decided to require guests to wear masks at its theaters after all.

AMC came under fire earlier today, following the announcement of its reopening policies, which initially did not require guests to wear masks to the company’s movie theaters unless mandated by the city or state the theater was located in. CEO Adam Aron even emphasized that the company didn’t want to “be drawn into a political controversy,” but that statement alone was met with severe backlash from moviegoers, many of whom questioned how safety measures could be considered a political stance.

Following the criticism, which led to #BoycottAMC trending on Twitter, AMC published a press release stating that it would “listen to its guests” and would be “reversing course” regarding its mask policy. Going forward, the movie chain will require visitors to wear a mask at all of its establishments.

The company shared the release on Twitter, assuring fans that they’d heard the public outcry and were responding according.

In the release itself, AMC wrote of its previous announcement:

"“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.”"

To be fair, the company did make a point of listening to concerns and acting on its patrons’ backlash — something that many companies will be challenged to do as cities and states attempt to find a “new normal.” It’ll be interesting to see if other theater chains, like Regal and Cinemark, follow suit after seeing the response AMC received.

The first AMC theaters will begin reopening on July 15, with social distancing policies in place in addition to the mandatory mask use. It’s unclear how many moviegoers will be comfortable heading to theaters right now, but at least AMC is making the effort to put its patrons at ease.

Do you think AMC made the right call in reversing its policy? Sound off in the comments below.