AMC Aims to Boost Sales by Installing Fully Reclining Seats in $600 Million Revamp

AMC Theaters to Offer Fully Reclining

The AMC theater chain is seeing strong revenue gains as it starts converting about a third of its 5,000 U.S. auditoriums to fully reclining seats.

It’s part of a $600 million revamp of the chain over the next five years.

The remodeled facilities will cost $350,000 to $500,000 per auditorium — with AMC’s  landlords picking up some of the cost — and remove between 50% and 70% of the existing seats.

The new seats are 36% wider  — with two chairs occupying about 5 feet compared with the current 3-feet-8 inches.

AMC Entertainment Group, which was purchased for $2.6 billion in 2012 by Dalian Wanda Group of China, had disclosed the conversion program with plans to spend $600 million in a filing with the Securities and Exchange Commission last year.

AMC had converted about 25 of its auditoriums by November and another dozen by the end of the first quarter.

Despite the loss of seating capacity, attendance has risen by 80% and box office revenues were up by more than 60% at the 37 converted AMC venues during the first quarter, AMC’s chief executive Gerry Lopez told the Wall Street Journal.

The exec also noted that some of the revamped theaters have full dine-in capabilities, allowing moviegoers to spend a larger portion of their evening at the theaters.

Several facilities in the Los Angeles market have already been converted to the new format, including the AMC Montebello 10 and AMC Fallbrook 7.

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  1. theather says:

    Great post. I was checking constantly this blog and I’m
    impressed! Extremely helpful information particularly the last
    part :) I care for such info a lot. I was looking for this particular information for
    a long time. Thank you and good luck.

  2. dsrbroadway says:

    I’ll start going when they figure out a way to kill cell phone signals and conversations in general inside the theatres. The comfiest seat in the world won’t keep me happy when there’s a light in my face and people around me can’t shut up.

  3. John P says:

    I’ve been to several AMC theatres that have made the recliner switch in the Atlanta area and I won’t go back to any other theatre. It is a great experience. Hopefully this sends a message to the other theatre owners.

  4. mehhhhsarah says:

    Uh oh! Now I get to feel more uncomfortable at the movies!

  5. Jake Jones says:

    I wonder how AMC is paying for the huge cost of revamping their seats.

    My guess? More effing trailers. Already 20+ minutes, up from 15 just a few years ago.

  6. Diane says:

    This way people can fall asleep when the movies aren’t good.

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