If you’re connected to the virtual meeting and movie worlds, you may have seen the announcement that AMC theaters and Zoom video communicationan online video conferencing platform, are partnering, as announced by Variety. Now you may be thinking this is a cool deal. Perhaps you can check out new releases with friends across the country or facilitate more live release parties with cast and crew. However, the partnership is designed to allow people to make conference calls for work from the theaters.
It seems like a bit of a strange collaboration, especially with what the goal is. Why would people want to have their work meetings or conferences in a movie theater instead of the comfort of their own home or office? It could make meeting viewing easier by seeing presentations on a larger screen instead of the small zoom window on your PC. It can also be a way for a team or unit to watch an important conference together, again on a screen larger than the conference room television.
These are significant employee benefits, although a little strange when you first hear about the partnership. But if you think about it, some problems arise. How does this affect cinema attendance in particular as it is today? Particularly since the pandemic, businesses and individuals have been able to rent out theaters for private parties, with many AMC theaters offering the option directly on their ticket sales page. You can select the movie from a list of new releases or classics returning to theaters and enjoy a private screening with 20 to 40 people, depending on your theater’s current restrictions.
How will this, and the traditional movie viewing experience, change with this new theater feature? Let’s investigate.
Weekday shows may be a thing of the past
In AMC Theaters’ press release, Zoom Rooms, or whatever they call the theaters set up with the Zoom interface, will start popping up in seventeen markets across the country “sometime in 2023.” This means that moviegoers could see the film in their local AMC as early as January, but also until Christmas. Based on the description provided, the current show spaces will be converted into Zoom Rooms instead of new theaters being built.
With companies using these rooms to bring remote workers together, the Zoom Rooms would probably be most popular during traditional work hours, Monday through Friday. This may mean that, depending on the popularity of the programme, the film offer on weekdays may decrease.
Weekday daytime showings are great for parents with kids, retirees, and those with non-traditional work schedules. While not everyone attends the 11 a.m. show on Tuesdays, there is an audience for it. If Zoom Rooms becomes a regular occurrence, it could mean that theaters don’t offer as many shows Monday through Friday to meet the demand for meetings or conferences.
This could not only eliminate regular screenings, but also special screenings such as closed captioning and sense-friendly. These are usually available during the week and not during primetime weekends. It could make it difficult for a whole type of audience to enjoy the movies because there are no accessible screenings.
Moviegoers can decide not to go to the movies if Zoom Rooms are booked
The press release says the Zoom Rooms can be booked as easy as private showings currently are, meaning that individuals buying movie tickets can see if they’re booked just by going to the website. Theatergoers may decide to adjust their viewing patterns, especially during the week, as the use of Zoom Rooms takes off.
AMC claims that Zoom Rooms are each “expected to have between 75 and 150 seats.” This could mean having over 100 people attending a conference, getting up to go to the bathroom, or buying food at concessions during a break. It could overload theater resources and make it difficult for other patrons to use these facilities in a timely manner for their own screenings. If you have to expect long queues at concessions or toilets during your cinema visit, you may be more inclined to visit the theater at different times or to avoid days when the Zoom Rooms are fully booked.
Will Zoom Rooms change checkout?
How does this affect the checkout? That remains to be seen. But it could provide an alternative form of income that would help support troubled theater venues. The press release doesn’t reveal the cost to rent Zoom Rooms, only noting that it’s for a three-hour block and that other services, such as food and beverage and “concierge-style personalized meeting needs handling,” are available for an additional cost.
Would you use a Zoom Room? Does their availability affect when you would go to the movies?