AMC, the #2 theater chain in the United States (behind Regal Cinemas), is looking to accelerate its plans for its ongoing “customer experience initiatives”. Part of that includes reclining seats! Newsarama reports:
According to AMC, more recliner seats = higher revenue. During the second quarter of 2014, admissions revenues per screen increased by 33 percent at AMC’s 44 recliner re-seat locations.
“Our comfort and convenience strategic action front, best illustrated by our recliner reseats, continues to significantly outperform the industry, even in a cyclical year,” said Gerry Lopez, AMC president and chief executive officer in the release.
Why the acceleration during what’s a down year at the box office? AMC expects theatres benefiting from the accelerated investment to be “better positioned to capitalize on the anticipated improvements in the 2015 film line up.” Meaning 2014 didn’t have an Avengers: Age of Ultron and Star Wars Episode VII (not to mentionJurassic World, Bond 24 and Fast and Furious 7), and 2015 does.