• Market Crumbs

You Can Now Rent A Movie Theater


Image via Karen Zhao on Unsplash

Movie theater operators have been some of the worst hit businesses since the coronavirus outbreak. Just in the last couple of weeks alone, AMC warned it may run out of cash by the end of the year while B&B Theatres, the sixth-largest cinema chain in the U.S., said it may have to file for bankruptcy protection in the next few months.


The sector got a boost yesterday following comments over the weekend by New York Governor Andrew Cuomo, who said that select movie theaters in New York state will be able to reopen this Friday. Cinemas across the state, except for those in New York City and counties with high Covid-19 infection rates, will be able to reopen at 25% capacity.


AMC said it will open a dozen locations in New York and with it, will now be operational in 44 of the 45 states in which it has theaters.


"The reopening of movie theaters around the country is essential to the theatrical industry and the entire entertainment ecosystem. It has become clear that movie studios are not willing to release blockbuster product until key major markets are open," AMC CEO Adam Aron said. "Therefore, it is a monumental step in the right direction for our entire industry that theaters are starting to open across the state of New York."


Shares of AMC rallied more than 30% yesterday before finishing the day with a gain of 16%. Shares of rival movie theater operator Cinemark closed nearly 7% higher after being up more than 14%. However, shares of AMC and Cinemark are now down about 50% and 75%, respectively, so far this year.

Comscore Inc. says about 48% of U.S. movie theaters have reopened so far. With many people still hesitant to venture out to a movie theater, operators are coming up with new ways to drive traffic.


AMC joined Cinemark and Alamo Drafthouse in offering customers the opportunity to rent out an entire movie theater. AMC's offer allows you to rent out a theater for $99, with the ability to select new films such as Tenet or older classics such as Jurassic Park or The Nightmare Before Christmas. New releases will set you back between $149 and $349, however.


"We continue to see state and local governments all across the United States recognize the strong steps we have taken through AMC Safe & Clean to ensure that we are reopening responsibly and with a focus on the health and safety of our guests and associates," Aron said.


As movie theater operators continue to race against time for their survival, the move to reopen theaters in New York will surely be welcomed.


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