GUEST EDITORIAL: How Theaters Can Win Back Customers During COVID-19

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How Theaters Can Win Back Customers During COVID-19

by Kevin Gardiner

The COVID-19 pandemic has forced millions of people to change their daily routine and activities, particularly recreational activities. Nevertheless, nightly news broadcasts continually show large gatherings of people who refuse to take social distancing seriously. Matters have been made much worse by poor leadership at the highest level of government. The businesses that have been battered as a result of federal and state governments’ failure to take reasonable preventative measures have needed to take matters into their own hands. Movie theaters find themselves at a particularly great disadvantage as so many people have become apprehensive about entering a closed-air environment where they’ll be in close proximity to other people. However, many theaters are finding unique ways to address some of the challenges presented by the pandemic and reassure customers that safety is a priority.

Distancing Strategies

Despite the incomprehensible assertions of reckless leaders, COVID-19 is not comparable to the flu. One of the key differences is the transmission rates; it’s much easier to transmit COVID-19 than the flu. In order to make any type of indoor or outdoor environment safe for people, it’s essential that distancing rules are enforced.

Theaters’ profitability is largely dependent on being able to accommodate as many movie-goers as possible. Nevertheless, people simply won’t go to the theaters if they have to be seated closer to other people than they are comfortable with. It’s advisable for theaters to limit capacity so that fewer customers will be inside of each theater. Also, giving people the option to choose their seats in advance of a showtime with sales automation options offers some appreciable reassurance. People will feel better about going to the theater when they know that they won’t have to worry about taking whatever seat is available when they head into a showing.

Mask Policies

There is very strong consensus in the medical community about the importance of wearing masks. Unfortunately, leaders who have mocked masks and expressed dismissiveness of this vital safeguard have led many people to misunderstand the urgency, leading to disruptive and sometimes violent outbursts in places of public accommodation where masks are required. Theaters need to be vigilant about how mask policies are enforced. If people observe that staff or patrons aren’t following mask policies, they won’t risk going into a theater. Managers need to train staff on how to enforce their mask policies and also how to de-escalate situations in which people respond inappropriately. All customers should be required to wear a mask to enter a theater. The only time at which a mask should be temporarily removed is for drinking. Ultimately, establishing and enforcing requirements about masks makes staff and customers safe and mitigates unnecessary risks.

Thorough Disinfection Protocols

Having extremely thorough cleaning procedures in place is an excellent way for theater operators to show customers that they take sanitation and safety very seriously. Theaters are putting up signs explaining their procedures so that customers can get a sense of exactly what is being done to clean theaters between showtimes.

Reviving Fan Favorites

The pandemic has caused many major studios to postpone the release of many much-anticipated blockbuster movies. Amid this unprecedented dearth of new movies to draw in crowds, some theaters are rescreening classic movies and big box office hits from years past. Also, some lesser-known but well-reviewed independent features have also had the chance to shine and help theaters generate ticket sales.

Theaters’ responsible and thoughtful responses to the COVID-19 pandemic can enable them to continue operating during this extremely difficult time. Adaptability and smart problem-solving can help them protect their staff and customers until there is a more effective nationwide response to coping with the pandemic and infection rates can finally subside. People are eager to resume regular activities, and they greatly appreciate the efforts of businesses that are helping them to restore some normalcy and return to the things that they love to do comfortably and safely.

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