Just when you thought movie chains would be content with fans coming back, AMC Theaters joins forces with Walmart, the Dark Side of Retail, to sell its own popcorn.
Beginning March 11, a day before the 95th annual Academy Awards on ABC, the beleagured movie chain is bringing the movie experience to an aisle near you. According to an official news release, AMC Theaters announced its “Perfectly Popcorn” line of confectionery. The exclusive treats will come in three varities of microwavable popcorn and ready-to-eat bags–classic butter, extra butter, and the obligatory lightly salted.
“With the launch of AMC Theatres new line of microwave and ready-to-eat popcorn, AMC yet again makes good on a promise made to our moviegoers and our investors…We are especially pleased that we are doing so in an exclusive launch with Walmart, the largest retailer in the United States.”
Adam Aron, Chairman and CEO of AMC Theaters via BusinessWire
AMC Theaters with the Salty (and Buttery) Head Fake
AMC Theaters and its grand poobah, Adam Aron, wants its current and future patrons to think good thoughts, so it’s a good thing they have private popcorn brand. Last week, the mood was a little different as traditional and social media uncorked its displeasure on the largest movie company in the United States.
They introduced “Sightline,” a tiered-based program that will charge you extra for your seats depending on where you sit in the theater. If you sit near the front and risking a cervical bulging disc looking up at the screen, you will pay less than those schleps who like to sit way in the back. Never mind the fact when you actually go to the theater, empty seats abound on any row.
Yet, AMC Theaters thinks this was a fantastic idea. Not so much. The announcement went over about as well as a fart in church. Sure, it got everyone’s attention but after the shock, folks just got mad.
“Sightline at AMC more closely aligns AMC’s seat pricing approach to that of many other entertainment venues, offering experienced-based pricing and another way for moviegoers to find value at the movies.”
Eliot Hamlisch, executive VP and CMO at AMC Theatres
The problem with that line of freshly laid manuer is no one could name other entertainment venues that fleeced its customers. Nonetheless, AMC Theaters said this plan will unroll nationally by the end of the year. America let Aron, Hamlisch, and the rest of a AMC gaggle hear it those. Stock market headlines showed AMC Theaters’ shares took a bath this past week with a sharp 9% drop. And that was preceded by a 15% fourth-quarter deep dive into inflation and mediocrity.
Streamwork Makes the Team Work
It’s no secret that the power of streaming, compiled with the fear of COVID-19, has caused all at-home products to pummel movie theater revenue. Statistics show that box office revenue in 2022 was up 65% year over year. Good times, right? Only, that number is still down 35% from pre-pandemic averages.
Both the AMC Theaters’ premiere seats and popcorn is in direct response to creating more cushion in their coffers. If you won’t go the movies, this is one theater chain that will bring the movies to you–complete with overpriced popcorn and all.
According to the news release, Walmart will have featured endcaps set up in over 2,600 stores across the country stocked with the new “Perfectly Popcorn.” If you’re interested, a six-pack of the microwave varieties are slated for $4.98, according to AMC. Ready-to-eat bags will be available in a 4.2 ounce or 5.2 ounce bag, starting at $3.98. And if this is your thing, there’s always the “Mega-Bag” fetching $15.
“We continue to Make Movies Better, this time in the comfort of your own home,” continued Aron. “And with popcorn now hitting shelves, we remain focused on future innovations that will continue to surprise and delight movie lovers and our shareholders.”
Well, the past two weeks, AMC Theaters got the “surprise” part accurately. Hey, at least, you have your own couch with “delighted” pre-packaged butt prints to enjoy that popcorn in, right?
Since he saw ‘Dune’ in the $1 movie theater as a kid, this guy has been a lover of geek culture. It wasn’t until he became a professional copywriter, ghostwriter, and speechwriter that he began to write about it (a lot).
From the gravitas of the Sith, the genius of Tolkien and C.S. Lewis, or the gluttony of today’s comic fan, SPW digs intelligent debate about entertainment. He’s also addicted to listicles, storytelling, useless trivia, and the Oxford comma. And, he prefers his puns intended.
