10 Reasons People Don't Go to the Movies (Looking at You, AMC)

AMC theaters may think that it’s a badge of honor that so many have parodied their in-house commercial starring Nicole Kidman, but as a film critic, movie fan and marketing executive, I can assure you that their 60-second commercial makes so many blunders, it’s ridiculous.

For starters, Kidman may be a beloved movie star, but she exudes a frostiness throughout the spot which hardly suggests the warm invite back into theaters that it was intended to be. Second, Kidman’s dressed like she’s going to a gala, not a regular night out at the movies, giving off the image that a schlep to the cineplex is one pricey sojourn. The actress’s gait into the theater feels tentative, too, as if she doesn’t really go there all that often. The words she speaks—“heartbreak feels good in a place like this”—are cloying, and the empty theater feels awfully funereal. None of it makes for a hearty reason to return to regular moviegoing at AMC theaters, or any other theater for that matter.

And Hollywood executives wonder why movie theaters are struggling.

AMC, like it or not, stands as the poster child for all the tin-eared thinking that movie theaters are putting out these days as they are the biggest exhibitor. Oh sure, there are certain films that have hit paydirt recently for studios and cineplexes, but a phenomenon like “Barbenheimer” is exceedingly rare. Heck, a Marvel film doesn’t even guarantee boffo box office anymore. Movie attendance starts with films that audiences want to see, of course, but it’s shocking how little chains like AMC are doing to lure butts into the seats beyond the hope for a good movie to view. Indeed, from their studio contracts to concession offerings to garage parking costs, AMC quite simply is failing on too many levels to “make movies better,” as their slogan boasts.

For starters, AMC does an awful job hawking their own products, including a multimillion dollar commitment to theater upgrades. Almost every one of their theaters has demonstrably improved their food offerings, sound systems and luxurious seating in the last few years, but AMC hasn’t made nearly the hay that such news should be, either in the theater or out. For all the bells, whistles, and Maria Menounos pre-show blather, AMC doesn’t bother much to explain such things they’ve done and how they’re truly better for their customers.

And where is the story about their dozens of new snacks, entrees, and premium sweets? Where is their explanation of the state-of-the-art laser projection and how that works, let alone the features of their new, Barcalounger-style seating? Did you know that they come with heating features?

Of course not.

Some of the news has snuck onto their apps or on a sign here or there within the theater, but none of it has been announced with a big new campaign. Why is that? Instead, what we get is a new cut-down of the Kidman spot only lasting 30 seconds. Big whoop. And the Kidman ads have been running before each movie screening for three years now. Freshening up such messaging, let alone hawking news when you have it, is Marketing 101, folks. But such obvious business practices seem to be lost on AMC.

AMC has other issues, too. Some have been around forever.

There still isn’t enough staff to properly clean theaters in between screenings. Ushers utterly fail to get people off their cells during the theater experience. And many still let babies sneak in, even though there are supposed to be cut-offs for children that young. But there are a host of new problems that plague theater chains like AMC in our up-to-the-moment modern times, and I see them doing little to address such issues.

We can start with the ridiculously shrinking gap between theatrical release and VOD release. Who thinks a movie going from the theater to streaming in less than two months is a good thing for either platform? Then there is the grotesque inflation of ticket prices, as well as the burgeoning costs at the concession stand, and the absolute price gouging that occurs with participating parking garages.

Going to the movies isn’t just far from cheap; at times it feels like a privilege most can no longer afford.

As a marketing man, I can tell you that there is a real lack of imagination when it comes to theater chains thinking outside the box on how to put butts in the seats. Any truly compelling deals or worthwhile rewards programs are few and far between. (As we say in the biz, they lack “robustness.”) All of this is becoming so problematic for theaters that a more viable question for them isn’t whether they can turn things around but whether or not they can sustain such an abysmal record of non-performance for another year or two.

That’s the question that Forbes magazine asked this past June. In an article about all that is plaguing movie houses and the film industry, the clear indication was that the death of movie theaters was upon us. The article by Scott Phillips cited decreased revenues, illustrated by the fact that every film released in May (The Fall Guy, Furiosa, Garfield the Movie, Kingdom of the Planet of the Apes and others) combined to make less money than Avengers: Endgame made in its first eight days of release in 2019. His research also chronicled how the idea of Netflix and Grubhub were less risky entertainment night choices than stressing about ticket lines, vehicle parking prices, fighting crowds for seats, dealing with rowdy customers and noisy children, and even the fears of getting shot by a lunatic. Gun-toting gang members have happened upon a number of theaters over the last few years, and such fears are only exacerbated when chains like AMC serve alcohol on premise.

To my invested mind, there are some very clear answers on how to improve such conditions and give theater survival a fighting chance, so here goes with 10 clear ideas for improvement:

WIDEN THE RELEASE DATE GAPS

This is a no-brainer but it has to change. Time was, it took a year before a film showed up on TV or streaming. Now? A matter of weeks. Is it any wonder that audiences choose to wait for films to show up on VOD? Studios and theaters, especially the exhibitors that have clout like AMC, need to stop cutting their noses off to spite their faces and make seeing movies in theaters the only game in town for new releases for at least six months.

LOWER TICKET COSTS

Matinees are great. First-show price reductions are, too. What else can be done? That Tuesday discount at AMC? Not enough. Chains need to find other ways to ease the financial burden of regular moviegoing. Has anyone considered a BOGO deal? How about buy two, get one free for a friend or family member? What about offering free parking certain nights of the week? Or seriously discounted parking? Why don’t theaters offer surprises to theatergoers that could happen any show or day of the week? An instant-win prize when you buy a ticket or a concession, perhaps. Maybe a sweepstakes you enter and there’s a drawing every show. There are ways to make coming to the theater pay off immediately for customers and not just for those who commit to membership programs. AMC, start brainstorming …pronto.

UPGRADE THE SNACKS

Flatbread pizzas. Cheeseburger sliders. Chicken fingers. Supreme Nachos. Sure, some of these new meal offerings at theaters are decent enough when it comes to quality, but they cost a pretty penny, too. And face it, a movie theater is never going to be a restaurant, even a fast food one. Plus, cooked items take forever to heat, and they stink up the place. Theaters should take a page from Starbucks and offer pre-packaged bakery items like scones and muffins. They’re special, yummy, and yet are easy to unpack and dole out. And let’s be honest, no one needs entrees at a theater. They simply need better snacks, modest in size, and reasonably priced.

SHORTEN THE PRE-SHOW

God love Ms. Menounos, but her AMC pre-show goes on for 10 minutes. Then, there are other ads, quizzes, trivia, and trailers before the film is supposed to start. When the film start time finally arrives, AMC keeps us waiting even longer by launching their own 20 minutes of trailers. We’re exhausted before the movie we paid to see even begins. Trim the fat and start the actual movie we paid to see on time. This might even increase showings and ring the cash register one or two more times a day for each theater, too.

OFFER SIGNIFICANT PARKING DEALS

If you’re in the ‘burbs that have free parking lots, good for you. If you’re in the city, parking costs are insane. Even with a discounted parking ticket stamped by AMC, you can still pay well over $30 for the experience. AMC, and other chains, need to work out better deals with the buildings they’re housed in to make exclusive deals for movie customers. The Landmark Theatre chain does it. At their theaters in Chicago, parking is only $5 with a stamped ticket from the box office. In fact, parking deals might just make for the best offerings any movie theater could possibly offer with a loyalty program.

MAKE MEMBERSHIPS TRULY A-LIST

And speaking of loyalty programs, it’s lovely that AMC’s A-List membership offers deals on three movie purchases a week, but who can carve out that much time every seven days except retirees? Instead, why not promote special offers online that reward members without having to just be sitting in the theater? For example, ask a trivia question on the AMC Instagram page and the first 20 correct responses DM’d there get a free ticket. Make the membership heartier where you get deals for being part of the club even when you’re not in the theater. That’s a way to think outside of the box, er uh, theater.

DO SOME GENUINE PUBLICITY IN AND OUT OF THE THEATER

Does AMC do any advertising outside of the theater? As for their in-house communications, they’re glossy but lack substance. Where are the ads? Why not at least showcase the chain’s news with robust filmed segments before every show, and change them each week. They could talk about the theater’s improvements, detail new parts of the rewards program, and even alert customers to the new offering and specialty popcorn buckets at the concession stands. Right now, there’s almost no such communication. (Oh, and in regards to those specialty popcorn buckets—make a ton more of them, AMC. They usually sell out before the tie-in film even opens.)

HIRE SECURITY

My local AMC has had its front glass door busted repeatedly by rowdy, disrespectful, and often drunk asshats on the weekend, often getting into fights with others and then wrecking property. Time to make armed security a full-time hire at the theaters, AMC. More ushers, too. Sad but true, it’s the cost of doing business in today’s rage-filled times.

STOP SERVING ALCOHOL

Like entrees, no one needs booze to enjoy a film. And it encourages too many to drop their inhibitions and yell, fight, or cause disturbances throughout the cineplex.  

DUMP NICOLE

Look, I admire Nicole as an actress, but she’s a bad spokesperson. AMC can freshen up the magic of theater attendance with other celebs. Better yet, come up with a new campaign that is not dependent on them. That’ll save you moolah for other things that need your improvements, too.

Of course, the onus is also on Hollywood to create movies that people want to see and advertise them properly with their budgets. Still, too many movie theater chains like AMC just aren’t helping the situation with their slew of shortcomings.

Theaters know what needs to be fixed and should be scared to death that a Forbes article is a harbinger of their doom. AMC can start turning around their fortunes now by implementing a number of upgrades suggested here.

Start with not making a trip to the movies cost a fortune.

*Feature image created by Jeff York