Movie theater chains plan to reopen across the U.S on Thursday, including AMC Theaters, Regal Cinema, Cinemark, and Marcus Theater. Theaters will also begin screening a new release on Friday: "Unhinged," featuring actor Russell Crowe.
The industry suffered a massive disruption as a result of the pandemic, closing hundreds of locations. Major production studios, as a result, have been forced to hold onto major releases. Two popular examples are Disney's "Mulan" and Christopher Nolan's "Tenet" which have had premiere dates pushed back this year.
One hundred AMC Theater locations have begun offering 15 cent tickets for hit films like Marvel's "Black Panther” in an attempt to lure customers. The company has found itself on the verge of bankruptcy.
A Morning Consult study found that only 17% of 2,200 survey respondents would be comfortable attending the theaters under the current circumstances. The newly reopened theaters won't offer moviegoers the same experience as before COVID as social distancing will be enforced through limited seating. Food won't be sold, with some locations offering pick up service, and guests will be required to wear masks at all times.