One of the things that has been noticeably absent this summer due to COVID-19 is the usual run of summer blockbusters. It’s been a long road to safe reopening.
At the end of August, finally, there is good news for movie lovers. AMC Theatres announced it will open over 100 theaters as of August 20th, rolling out to open more than half of their locations by September 3.
To mark the reopening and 100 years of movies, AMC is offering 1920 prices at the theater for one day only.
Limited time bargain
This offer is only available to those fortunate enough to be in the vicinity of one of the theaters opening on the 20th. They get to snag the bargain of a lifetime: just 15 cents plus tax for any movie showing that Thursday.
This is a great opportunity to be able to echo your own grandparents in boasting “I remember when movie tickets cost just 15 cents!”
It’s also a great way for the movie theaters to raise revenue on old movies. The August 20th offerings are not for current releases but for a mix of old and post-first-run movies: Back to the Future, Beauty and the Beast, Black Panther, Bloodshot, Ghostbusters, Goonies, Grease, I Still Believe, Jumanji: The Next Level, Sonic the Hedgehog, and Star Wars: Episode V – The Empire Strikes Back .
Any of these films are available on streaming services, but this is more about getting people back into the theaters where they will also be tempted to buy the popcorn and other snacks, which is the real revenue-builder for the theater.
AMC’s added on extra temptation for that too with “specials on concession snacks,” the real source of serious revenue for most theaters. Until the end of October, it’s offering $5 (plus tax) specials on popcorn, soda, and AMC KidsPacks®.
Encouraging many happy returns
To keep movie lovers coming back after the special reopening, AMC is trying to tempt them into a subscription offer with the first month offered for just $5 (plus tax) and 30% discounts on matinees good for showing before 5 PM any day of the week at any AMC®, AMC DINE-IN™ or AMC CLASSIC® theatre nationwide.
Of course, it also reassures visitors that the thrill of the visits to the movie theaters will be safe with its details on its cleaning procedures. But for those who would still rather watch at home, AMC now also offers movies on demand with rental promotions.
While the 15 cent tickets make splashier news, likely AMC’s real success will be built on its ability to adapt and serve its various audience needs.
