If you are plugged into the virtual meeting and movie worlds, you may have seen the announcement that AMC Theaters and Zoom Video Communications, an online video meeting platform, are establishing a partnership, as announced by Variety. Now, you may be thinking that this is a cool deal. Maybe it will let you watch new releases with friends across the country or allow for more live release parties with cast and crew. However, the partnership is to enable people to make conference calls from the theaters for their jobs.
It seems like a bit of an odd partnership, especially with what the purpose is. Why would people want to complete their work meetings or conferences in a movie theater instead of the comfort of their own home or office? It could make viewing meetings easier, seeing presentations on a larger screen rather than the small Zoom window on your personal computer. It could also be a way to have a team or unit watch an important conference together, again on a screen larger than the conference room television.
These are significant benefits for the workforce, albeit a bit odd when you first hear about the partnership. But, when you think about it, some issues arise. In particular, how will this impact movie-going as it is today? Companies and individuals have been able to rent out theaters for private parties, especially since the pandemic, with many AMC theaters offering the option directly on their ticket-buying page. You can select the movie from a list of new releases or classics returning to theaters and enjoy a private showing with anywhere from 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 explore.
Weekday Showings Could Become a Thing of the Past
In the press release from AMC Theaters, Zoom Rooms, or what they are calling the theaters set up with the Zoom interface, will pop up in seventeen markets across the country "sometime in 2023." This means movie-goers could see it in their local AMC as early as January but also as late as Christmas. Based on the description provided, current showing rooms will be converted into Zoom Rooms instead of new theaters being built.
With the goal of companies using these rooms to "bring together" remote workforces, the Zoom Rooms would likely be most popular during traditional work hours, Monday through Friday. This could mean, depending on the program's popularity, weekday movie offerings might decrease.
Daytime weekday showings are great for parents with kids, the retired, and those with non-traditional work schedules. While not everyone is going to the 11:00 a.m. showing on a Tuesday, there is an audience for it. If Zoom Rooms become a common occurrence, it could mean theaters don't offer as many showings from Monday through Friday to accommodate the demand for meetings or conferences.
This could eliminate not only regular showings but specialty ones like open caption and sensory-friendly. These are typically available during the week and not during prime times on the weekend. It could make it difficult for an entire type of audience to enjoy the movies because there aren't accessible showings.
Movie-goers Could Decide Not to Go to the Movies if Zoom Rooms are Booked
The press release says the Zoom Rooms can be booked just as easily as private showings are right now, which means individuals purchasing tickets for movies can see if they've been booked just by going to the website. Theater patrons may decide to alter their viewing patterns, especially during the week, if the use of Zoom Rooms takes off.
AMC boasts that Zoom Rooms are "expected to range between 75 and 150 seats" each. This could mean there are over 100 people attending a conference, getting up to go to the bathroom, or buying food at concessions during a break. It could overrun theater resources and make it difficult for other patrons to use these facilities in a timely manner for their own showings. If you have to plan for long concession or bathroom lines during your movie-going experience, you may be more inclined to visit the theater at different times or to avoid days when the Zoom Rooms are booked.
Will Zoom Rooms Change the Box Office?
How will this impact the box office? That remains to be seen. But, it could provide an alternate form of revenue that would help support struggling theater locations. The press release does not reveal the cost to rent Zoom Rooms, only noting that it is for a three-hour block and that other services, like food and beverage service and "concierge-style personalized handling of meeting needs," are available for an additional cost.
Would you use a Zoom Room? Does their availability impact when you would go to the movies?