The Deseret News looked at what economic recovery looks like from the view of a business owner. One of the businesses profiled was Megaplex Theatres and President Blake Andersen.
Blake Andersen sounds oddly upbeat describing the past month and a half of empty auditoriums that would normally be filled with tens of thousands of moviegoers on a busy weekend.
Instead of bemoaning lost revenue, the president of Megaplex Theatres says the coronavirus outbreak that has forced an unprecedented closure of the cinema industry has been an opportunity to dismantle, deep clean and upgrade the regional chain’s multiscreen complexes.
Instead of fretting over losing touch with “guests” forced to stream films from their homes, his team sold curbside movie popcorn, candy and drinks. The sales also moved up implementation of a new Megaplex mobile app that guests use to order their snacks.REPORT AD
“Beyond belief” is how Andersen describes the response to the curbside sales of movie concessions at its 15 theaters in Utah and Nevada. Up to 50 cars can be seen lined up waiting to pick up their orders. Utah locations gave away free popcorn last week in exchange for donations to the Utah Food Bank.
He’s looking forward to a summer blockbuster season that he anticipates will extend into what is usually a slow fall season because of a late start.
But he injects caution into his characteristically optimistic outlook.
“Movies can be so relaxing and an escape. We want people to come back and feel that escape. I think people need that now,” he says. “But we’ve still got to provide a safe environment for that to happen.”
Andersen spends hours every day poring over feedback and other data gleaned from customers, employees, managers, government agencies and others to know when and how to reopen. His team hopes to strike a balance between old expectations of comfort and new standards of safety and sanitation.
“When we look at reopening, we’ll be very careful to make sure that we’re good stewards in our community to make sure that we’re not unnecessarily exposing people to the virus or taking risks to make more money,“ Andersen says, noting “stewardship” is among the Larry H. Miller Group values that guide his decision making.
When Megaplex Theatres open — some time in June — gloved employees will be wearing masks as they clean and wipe down auditoriums and restrooms between screenings. Moviegoers, who will be urged to order tickets and concessions through the Megaplex app before arriving and not to use cash for purchases in the theaters, will find hand sanitizer stations throughout and be offered towelettes to give their seat another wipe-down, if they want.
Unless health authorities order it, moviegoers won’t have to wear masks, Andersen says.
And don’t expect big crowds. Details are still being worked out, but each location will limit sales to 25% of seating to allow for social distancing. For the first few weeks, theaters will be open for just a few showings to allow employees to work out the new seating and cleaning procedures and respond to customer feedback.
“At the end of the day, it is the consumer’s choice, right?” he says. “I mean, we can do everything. But if you don’t have the trust of the guest, it matters not.”
