Amc Red Kitchen
AMC also formed a short-lived partnership with Planet Hollywood which failed due to Planet Hollywood’s bankruptcy. The Planet Movies by AMC venture planned to open complexes worldwide with the objective of having icon locations in major metropolitan and other select areas, like Orlando and Columbus. Initially, seven existing, unnamed AMC megaplex theatres with more than 150 combined screens were to be re-branded under a license arrangement to incorporate certain elements of the new concept. The initial seven re-branded locations were to include markets such as Orlando, Florida. The AMC Pleasure Island 24 megaplex in Orlando, situated directly across from Planet Hollywood’s most successful restaurant and retail unit and adjacent to Disney’s Pleasure Island (now Disney Springs) was to be the first Planet Movies location. After the initial seven, the joint-venture planned to own and operate all subsequent units including 8 to 10 complexes with 200 to 250 screens planned to open over the next 18 to 24 months. Over the longer term, the venture anticipated rolling out units at the rate of 5 to 10 per year. From almost the very start, the well-publicized financial strains on Planet Hollywood hindered the project. The only Planet Movies location to actually open, a 30 screen megaplex, did so in the summer of 1999 at Easton Town Center in Columbus, Ohio. The location was also located alongside an Official All Star Café and Planet Hollywood restaurant. The continued poor financial performance of Planet Hollywood led the company to declare bankruptcy in December 1998, and even before the first location had opened stated that “the joint venture has no definitive plans to expand this concept once the Columbus site is completed”. As Planet Hollywood was preparing to emerge from bankruptcy in October 1999 their re-organization plan emphasized focus back on their core restaurant business and away from side-ventures like Planet Movies and their Cool Planet ice cream chain. The Planet Hollywood restaurant and All Star Café in Columbus were closed in late 2000, and the film memorabilia were also removed from the theater as it was rebranded AMC Easton 30, and continues to operate. The Planet Movies by AMC joint venture was formally dissolved on January 9, 2001.
Amc Red Kitchen
AMC subsequently solved the problem in newer theaters by building full-stadium auditoriums where the main entrance is through a ramp that emerges onto a platform in the middle of the risers so that wheelchair users can enjoy optimal line-of-sight. However, the U.S. Department of Justice sued the company and obtained an order requiring AMC to retrofit over 1,990 screens in 95 multiplexes and megaplexes across the United States. The company successfully appealed the order to the U.S. Court of Appeals for the Ninth Circuit, which ruled on December 5, 2008, that the order was grossly overboard and violated AMC’s due process rights under the Constitution of the United States. AMC won by pointing out that the United States Access Board had not yet amended its guidelines for movie theaters to specifically require theaters to provide wheelchair guests sightlines that were as good as those from elevated risers, versus merely providing an unobstructed view of the screen. Therefore, the court ruled that it was unfair to AMC to retroactively hold it to a standard which did not exist at the time it began building stadium-style theaters.
Amc Red Kitchen
AMC isn’t new to the movie/dine-in theater concept; in fact, the chain has a dozen other dine-in theaters spread across the country. But the AMC Southlands 16 is the first to boast an AMC Red Kitchen, a dine-in concept that combines the dine-in movie concept with the fast-casual craze currently sweeping the country. “Fast casual is really popular and a great concept for a theater,” says Ryan Noonan, spokesman for AMC.
Amc Red Kitchen
AMC’s megaplexes were a success overseas as well. On December 20, 1996, AMC opened the AMC Arrábida 20 in Portugal. In January 2002, the 16-screen Great Northern theatre was opened in Manchester, which was later supplemented by the opening of a 12-screen cinema on the Broadway Plaza site in Birmingham in October 2003. AMC’s United Kingdom outlets typically serve a dual function; in addition to the normal cinema functions, they also cater to companies’ business conferences which can make use of their projectors for displaying presentations.
Amc Red Kitchen
In several markets, AMC offers Dine-In Theatres branded as Fork and Screen, Cinema Suites, and Red Kitchen which offer the option to order full meals and alcoholic beverages. They also feature reserved seating with a button located by every seat to signal a server. After the Carmike merger, AMC announced that all locations with full kitchen service will be unified under the AMC Dine-In brand phasing out the current sub-brands and the brands used by Carmike: Ovation and Bogart’s. These locations use the marketing slogan “Movies with a Menu” and use a logo depicting a fork in a film countdown circle.
As visitors to AMC Southlands 16 purchase their tickets, they’re assigned seats to ensure that food orders are going to the right place — and then you can order your food from an interactive menu on an iPad. In addition to snacks, candy and more common theater fare, the Red Kitchen menu includes pizzas, sandwiches, hot dogs, wraps, platters and salads, as well as desserts. “We looked at standard movie food and asked, ‘How can we upscale that?’,” explains Cory Shute, AMC corporate chef. So the sandwich lineup includes a chicken and artichoke panini, you can order a mushroom truffle pizza, and the chicken and chutney dog features an apple chicken sausage with sweet onion and raisin chutney topped with curry-spiced popcorn. Red Kitchen also has a full bar, MacGuffins (named for Hitchcock’s classic plot device).
AMC also created the MovieWatcher program that rewarded frequent movie-goers similar to other rewards programs but featuring innovative restrictions. It was based on points per movie ticket purchased, with rewards varying from concessions to movie passes based on point level. However, points were limited to a maximum of four points per three-hour time period – which is two tickets. For those AMC cinemas which were not part of the Loews Cineplex acquisition and therefore ticketed by MovieTickets.com, the website’s surcharge was waived for MovieWatcher members.
AMC offers Show Snacks coupons. Some can be exchanged for a small popcorn, while others offer a small fountain drink. The chain also offers similar coupons via SMS or smartphone apps. Older coupons specially designed for the concession stand may be honored by AMC, at its discretion.
The main AMC brand is being used at most locations and will include premium features such as recliner seating, reserved seating, MacGuffins bars, and large format auditoriums such as IMAX. These locations also have concession stands with “innovative” menus. These locations use the slogan “AMC Amazing” and use the main corporate logo (see top) for their branding.
Under its new name, AMC opened the two-screen Parkway Twin theatre in a shopping center on Kansas City’s Ward Parkway in 1963. This marked the company’s first foray into using the multiplex model. According to Variety, Stanley Durwood later claimed in 1962 that he “was standing in the lobby of his 600-seat Roxy in Kansas City mulling over its poor grosses, when he realized he could double his box office by adding a second screen and still operate with the same size staff.” The industry quickly embraced the multiplex concept, where additional screens meant very little difference in staff and operating costs but resulted in a significant increase in profits. The concept also provided more film choices at one location, drawing bigger crowds. It also gave owners the flexibility to show big hits on more screens, and less reliance on any individual film that could turn out as a bust.
Stanley Durwood died in 1999 and was succeeded by Peter Brown, the first non-Dubinsky/Durwood family member to head the company. Gerardo I. Lopez succeeded Brown as CEO and president on March 2, 2009. Previously, Lopez was the Executive Vice President of President Consumer Products Group, Seattle’s Best Coffee and Foodservice at Starbucks. Under new leadership, one of the first major announcements came in March of the same year; the company announced that it would equip 1,500 of its screens with Real D projectors. In the same month, AMC announced that it had closed on a $315 million deal with Sony to replace all of its reel projectors with digital cinema projectors, starting in the second quarter of 2009 and completing in 2012.
AMC adheres to its own Rated R policy. Slight differences exist per market, but nationwide, no person under age 17 is admitted into an R-rated film without a parent or guardian aged 21 or older purchasing their ticket and joining them in the theatre. Those who do meet or exceed the age of 17 and look under the age of 25 must present a photo ID with name and date of birth to be admitted to such movies.
In January 2017, Nordic Cinema Group, the leading movie theatre operator in the Nordic and Baltic area, was sold to AMC for approximately $929 million. The deal is expected to be finalized during the first half of 2017 upon clearance from the European Commission.
Once you’ve ordered and found your seats, your food is delivered by runners — and because Red Kitchen is a fast-casual restaurant, you shouldn’t be waiting long. “Our goal is to get food out inside of a ten-minute window,” says Shute.
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