Movie Theaters Botched Mask Messaging Ignited an Avoidable Political Controversy
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variety.comcoronavirus.That meant reducing seating capacity to help ensure physical distancing, implementing rigorous cleaning procedures and encouraging contact-less payments when possible.
It involved a splashy ad campaign, boasting A-list filmmakers, reminding consumers of the pleasures of enjoying an oversized Coke, a tub of popcorn and the latest Hollywood blockbuster.
Safety precautions, they claimed, would be state-of-the art. Medical experts from Harvard were enlisted and new technologies, such as high-end ventilation filters and electrostatic sprayers, would be tapped to keep theaters COVID-19 free.And, of course, exhibitors would strongly recommend — but not require — audiences to wear masks.Last week, AMC, Cinemark and Regal, the three.
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