This article originally appeared on Complex.com
It’s difficult to believe movie theaters will be opening again soon. With so many delays and schedule adjustments—many of which we covered extensively—the idea of seeing a movie felt like a distant dream. Nevertheless, movie theaters will be opening far sooner than many of us anticipated. As we sit on the precipice on these openings, it’s easy to wonder: What will going to the movies during coronavirus look like? The answer, much like everything surrounding the 'rona, is decidedly complicated—with few clear answers in sight.
As it stands now, late July is the target date for the majority of theater chains in the United States to re-open; Cinemark has staked out July 24 as the day they’ll start, while AMC and Regal will see their locations open on July 30th and 31st, respectively. Lingering in the background of all this is, of course, Warner Bros. and Christopher Nolan’s Tenet.
Now set to release on August 12 (after having its release date pushed back twice already), Tenet has slowly become the (un-)official film theaters have oriented themselves around. As these chains continue to struggle in the era of VOD, Nolan’s clout and stature within the eyes of the viewing public makes his movies feel weighty and special in the way others aren’t. They’re movies to be experienced—preferably on the biggest screen possible. Tenet is poised to be a financial oasis in the middle of a barren desert for theater chains, having been out of business since roughly mid-March. Opening a few weeks ahead of time gives AMC, Regal, and Cinemark a few weeks to work out the kinks in their new operating procedures ahead of the cash cow they so desperately need.
We’re seeing some of those operating changes play out in real-time. Upon its announcement about opening back up, AMC CEO Adam Aron initially declared the chain would not require patrons to wear a face mask as to not be “drawn into a political controversy.” The reception to Aron’s quote was received quite poorly; the hashtag #BoycottAMC trended on Twitter shortly thereafter and received vocal pushback from filmmakers like Doctor Sleep’s Mike Flanagan.
AMC reversed its policy on Friday, June 19 and will now require all moviegoers to wear masks and will go so far as to offer attendees the chance to purchase one for $1 should they forget to bring a covering. Regal Theaters, after “feedback from our customers,” moved to implement a similar rule after the fracas around AMC and will provide disposable coverings for those who don’t have one already. Cinemark’s policy, however, is a little more vague stating, “Cinemark requires guests to wear face masks where locally mandated, and we strongly encourage all guests to do so, even where not required.” The language, bolded for emphasis by the company, is a little unclear and feels like the written equivalent of a shrug emoji.
What’s more clear is how the actual movie-going experience will change once patrons arrive. Regal, AMC, and Cinemark have all issued their own individual guidance, but there’s an overlapping similarity between all three. High touch-point areas (i.e., doors, seats, and so forth) will be cleaned throughout the day, with extra time allocated between movie showings for deep cleans. Social distancing will extend not only to the lobby but individual theaters themselves; auditoriums will limit their capacity to 50% and space viewers out throughout the theater, leaving every other row empty and requiring an empty seat (or two) between patrons. All three chains will offer reduced concession menus, focusing mostly on popcorn, packaged candy, and soda fountain drinks with contactless payment (although drinks and popcorn won’t be eligible for refills in order to reduce contact). Finally, employees will be subject to temperature checks and will be required to frequently wash their hands as is the case for most open businesses.
As sacred and special as the movie-going experience is for some, sitting in a theater is still going to be a difficult proposition—even with safety guidelines in place. We’re not even close to being out of the woods yet; infection rates continue to rise while some states have headed back into lockdown (causing more film release delays). That’s even before you account for the fact the likelihood of contracting the disease higher indoors than outdoors. These factors are weighing on studios, too, with a Deadline report confirming Disney and Warner Bros. will take a look at coronavirus data after July 4 and determine whether or not release dates need to be once again adjusted.
With this slipping and sliding schedule, I can’t help but wonder if we should just punt the whole movie calendar until there’s wide access to a vaccine. I understand movie studios and theater chains need a Hail Mary play to start bringing in revenue again, but it doesn’t seem worth it to open up theaters and put so many people—whether it’s willing customers or unwilling staff—at risk in such a direct way. I can’t help but feel the ::gestures broadly:: whole operation is a lot like rearranging deck chairs on the Titanic.