I have been quite a heavy patron of AMC theaters these past few years since COVID ended. I have seen A LOT of movies play to empty theaters. I used to actually peek at many of the rooms when I left my movie and so many were downright empty.
Its the norm and its probably why their stock is trading at $1.45 as of this writing.
Its a dead (not dying, dead) entertainment option. When you are competing for the same 24 hrs in a day with TV, Youtube, Gaming, Streaming, TikTok, Instagram and many others the theater is bottom of the barrel for young people today.
And don't tell me its because people are disrespectful or the commercials are too long. These are a problem but Alamo Drafthouse tried to tackle this and they ended up in bankruptcy. AMC would also be bankrupt today but it's saving grace was the meme stock frenzy they had a few years back. Probably bought them a few more years but that ride might be coming to an end.
Currently they fill the rooms for the pop movies like old established franchises but that only comes along every couple weeks at the most and the rest of the time the place is not really busy. This is a bit different in the big cities but AMC has overextended themselves with too many locations in the rural and suburban US.
...Also this app is not displaying accurate data (I assume they are pulling from AMC's API). My local theater is listing no results and I cross checked and there are movies currently listed that have 0 seats booked so the app is counting incorrectly for at least one theater.
EDIT: After I wrote this, the site auto updated with new data. Now I see some screenings but it is still inaccurate because it is still missing movies from that theater...maybe they are scraping instead of using the API? This is a simple problem if using the API (I wrote my own home cooked app): just iterate through all theater ids, find the ones with 0 bookings and display that list.
I want to enjoy the movie theater experience. It should be a better screen than the one in my home. It should be a better audio setup, with full surround sound. It should be great, a premium experience.
The last few movies I’ve seen in theaters have not been that. Two of the last 3 movies I’ve seen had audio mixing problems, and dialogue was inaudible in some scenes. (I heard this got fixed later for one of the movies) In all of them, I could hear bass from the adjacent theaters in some scenes. In the last two movies I went to see, both had someone in the audience bring an intermittently crying baby to the movie.
Im done with watching movies in theaters. It’s a better experience to watch at home, with headphones, a blanket, and the ability to pause for bathroom breaks.
Sounds like you should be visiting Alamo Drafthouse. They take these things extremely seriously and are for the real fans. Here is their ad: https://www.youtube.com/watch?v=1L3eeC2lJZs
Unfortunately since they already filed for bankruptcy a few years back they have had to cut costs and so their system for ordering food replaced (from pen and paper collected and an usher quietly brings you your food to QR code with...a cellphone) people are recently concerned that this has reduced their legendary quality. They still take audio and picture quality very seriously in my experience.
Also where are you located? LA and NYC have legendary theaters that are truly a special treat. Its harder to replicate that in various states but there are still some states trying (ex. NJ being the actual birthplace of the American film industry has a few excellent theaters scattered throughout that dont tolerate poor quality/talkers)
If your story is from AMC theaters just know that you are visiting the Mcdonalds of movie theaters.
Besides the ordering experience, I also feel like the food at the Alamo has gone downhill. It's not bad or anything, but it used to be legit good. Now it's just alright.
I don't even care about movie theaters, I just miss drive-ins. The last drive-in within 450 km of me closed during covid
It's not the ads, but they're not helping. I still like to go to theaters, but am thinking if not going anymore because I can't really take it. I don't go to AMC since not in the US, but where I go you can't even skip them because you never know how long it will be. I sat once for literally 40 minutes. It's also crazy expensive. So they need to do these things to stay afloat, but they're driving away the last people that still want to go.
It's just dead in its current form, you're right about that. To make it work they need to reinvent themselves. But it's hard.
I don't disagree with you at all. Ads suck. But that ship sailed a long time ago. Just to provide some more context to AMC.
They are a US national chain and they don't run "commercials" just lots of trailers. They have recently announced that they have extended the trailer runtime from 20-25 mins to 35-40 mins. While this is frustrating they always indicate in the app which movies have the trailers (most do) and the approx length. As a result, patron who want to skip the trailers use the app for guidance and just arrive +35 mins after the showtime. Example: https://i.imgur.com/bsVf6AE.png
Given this system, I dont think AMC has really lost patrons because of the ads since everyone who hates them know exactly how long to delay their entrance to the movie room. It really is the other factor I mentioned (they are not compelling enough most of the time vs other entertainment).
One more aspect I forgot to mention is concession prices. Small popcorn is ~10$, small drink is ~7$ so ~17$ for basic concessions and that does not include ticket price ranging between 5$ on Tuesday special deals for standard definition all the way to $27.99+ for premium screen. If you are going to the movies you might as well watch it on their best screen. It gets expensive if you are bringing family. The reason for this pricing is the studio. They actually take a majority of the ticket revenue and they refuse to lower their percentage of ticket prices on the marquee titles (and also require 2 week minimum contracts in the premium screens even if the movie is a stinker)
The theaters are essentially just popcorn/soda vendors who just happen to show movies on the side.
They do also run actual commercials if you're crazy enough to show up before the showtime.
AMC is also interesting because even in the "real" trailer period they have a long ad for AMC itself but also for Coke, then another for themselves telling you to sign up for the loyalty programs, then another for themselves with Nicole Kidman in the theater with her suit with the silver pinstripes. A little thing for the theater is normal but they're going way overboard with it and it's hard to believe it's really effective.
It really seems like a great use case for dynamic pricing.
For $27.99 I can usually get MLB tickets people are dumping last minute (face value starts a few dollars higher) and can always get AAA baseball tickets for less than that.
That dynamism to the pricing helps a lot of people get into the door to those events and I'm sure it helps them milk additional profit out of very interesting games.
I know you say it's the studios setting the price. Why do they seem indifferent to the impending bankruptcy of theaters?
Well $27.99 is for IMAX/Dolby/other premium format. Thats the hook I guess. People do shell out but only for the big blockbuster. The other movies are like the stuff you can watch using your Netflix account so a lot of non franchise movies have shifted direct to Netflix.
This is partly explained by Matt Damon here: https://www.youtube.com/watch?v=gF6K2IxC9O8
>I know you say it's the studios setting the price. Why do they seem indifferent to the impending bankruptcy of theaters?
They are pushing their streaming platforms and using the content as just a hook for other more lucrative sources of revenue(ie. Disney and theme parks). Do they really need the theaters now that people are hooked on streaming?
Yes, that's what I meant with crazy expensive, mostly the concessions. The tickets I am ok with, I am in th end going there for the big screen and experience, not to eat crappy food. I go with my kids, and it's just painful. We watched Mario 2 recently, and because my youngest didn't watch the first one, we watched that one at home first. 3.99 to rent 4k and 2.50 for popcorn and drinks for three kids. Puts things in perspective.
In the UK in the 1980s (and with more difficulty in the 90s) I would phone the theater and ask when the film actually starts, even though it was almost always 20 minutes after the advertised programme time. Now there are no humans to ask, and my wife wants to see the entire programme anyway.
It’s guaranteed to start 20 minutes or more after the listed start time. I get my seat and I don’t even show up early.
AMC have taken to just saying outright that everything will start 25-30 minutes after the posted time. Which is interesting, I guess they're trying to blunt the negative effect of the long trailers but I'm sure the advertisers don't like it.