By: Jackie Lurvey
In a time when going to the movies can be stale and expensive, AMC is completely redefining the experience. In a new campaign to increase movie attendance, AMC is redesigning their theaters with new reclining La-Z-Boy chairs. These seats offer a substantial size increase, two arm rests per person and an automatic recliner. Their perspective with this change is to offer a better, more comfortable experience which will keep customers coming back more frequently.
By drastically redesigning the theaters for comfort, AMC forfeits roughly 64% of seating capacity per theater and each theater redesign costs about $350,000 to $500,000. For all the negatives, the new look has increased movie attendance by an average of 80%. One of the largest increases was the growth of midweek movie-goers and adults, who are more willing to spend more money at the movies. This increase in attendance proves the main reason for the change: the number of people coming to see movies in theaters is not increasing, but by making the experience better, they will come more frequently. With this in mind, AMC hopes to add more comfort and enjoyment in their theaters, starting with the seats, but also through adding higher quality food and beverage and a cleaner lobby and bathroom.
Many see these changes as foolish and unnecessary. AMC is basically investing hundreds of millions to take many seats out of their theaters. To many, it just does not make sense. But AMC does not see it as a loss at all. Movie cinemas rarely, if ever, sell out, so they can afford to take the capacities down in hopes that more will come to the upgraded cinema. Through doing this, AMC is taking a stance that they want to give the customer a good experience.
By adding comfort, cleanliness, and luxury to the cinema, AMC will strengthen their brand and make consumers more inclined to spend their money there. Along with all they are adding, AMC is deciding not to increase the price of the ticket by much more than $1, at least not for the first year. They want to keep prices at a steady rate while offering a higher quality than their competition.
The changes made at AMC will forever impact the cinema experience. They took what has been a constant, and completely spun it around, creating an entirely new experience. This will cause many movie theaters to follow AMC’s lead or create their own specialty in order to compete and if they cannot, many will most probably be forced to shut down.
AMC took a simple idea, comfort and luxury, and made an experience out of it. By completely redesigning their theaters, they have changed the way of the movie theater and made way for more innovative and exciting ideas and opportunities. They have proven that they believe in putting the customer first and that their main goal is to make the experience so good that customers cannot wait to come back and do it all again. By focusing on quality over quantity, AMC has forever changed the movie cinemas.