In a bid to lure virus-wary audiences back into its theaters, AMC Theaters will be offering tickets priced at just 15 cents.
The promotion will be available at 100 of the chain’s theaters for one day only on August 20. This is the official reopening date of AMC’s theaters after a five month shutdown due to the COVID-19 pandemic. The price point reflects the price of tickets when AMC opened its first theater in Kansas City 100 years ago in 1920. In keeping with the throwback theme of the promotion, the movies on tap will be classics including Grease and Back to the Future.
This is all a bit of test of the country’s risk tolerance. Despite Disney’s decision to release its live action Mulan into pay-per-view, the studios are generally as eager as the exhibitors to get audiences back into theaters, even subject to social distancing and mask requirements. Among other titles, The New Mutants is scheduled for an August 28 release, and Christopher Nolan’s Tenet for Labor Day weekend on September 3. Too soon?