The brand equity of The Clorox Company is being leveraged by AMC Entertainment Holdings to assure Americans they can safely return to theathers this summer.
There are many brands of cleaning products available, but AMC called out Clorox specifically as part of series of measure dubbed AMC Safe & Clean put in place for a phased re-opening of theaters on July 15.
“Developed along with The Clorox Company, and current and former faculty of Harvard University’s School of Public Health, AMC Safe & Clean represents a comprehensive commitment with a broad array of tools being used in sanitizing our theaters. Social distancing, reduced seat capacity, greatly intensified cleaning regimens, new employee health protocols, contactless ticketing and mobile food and beverage ordering are all part of AMC Safe & Clean,” said Adam Aron, CEO and president of AMC Theatres.
The company said it would resume operations at 450 U.S. locations on July 15 and another 150 locations in time for the July 24 release of Disney’s Mulan and Warner Bros.’ Tenet on July 31. Although theaters will be open, capacity will be limited to 30% of a facility's normal seating. Ahead of that move, the company said employees would return in the coming weeks for training on newly enhanced cleaning and safety procedures that will require extra time between showings to complete.
Every auditorium will be cleaned between showings with enhanced hard surface disinfection including doors, handrails, recliner buttons and tray tables. Each night, auditorium fixtures and seating areas will be disinfected using electrostatic sprayers and all high-touch areas including door handles, stanchions, service counters, handrails, escalator rails, benches, and restroom fixtures will be routinely disinfected, according to AMC. Disinfecting wipes and hand sanitizer will be found throughout theaters for guest use as well.
The company also said it will require employees to wear face masks while in the theater and prior to their shift they will have their temperature taken and undergo a health assessment screening.
“I cannot emphasize enough how much care and attention to detail we have taken in developing AMC Safe & Clean, our absolute commitment to optimizing the health and safety of our theaters for our guests and associates,” Aron said.
The move by AMC is the second time a major corporation hit hard by COVID-19 has invoked the Clorox name to comfort customers. In May, United Airlines announced a program called United CleanPlus to deliver what it described as a new standard of cleanliness. The program involves the use of Clorox products at United's hub airports and the involvement of medical experts from the Cleveland Clinic advising on new technologies, training development and quality assurance programming.
Prior to the AMC and United announcements, Clorox said sales of its cleaning products had increased 32% to $671 million during its third quarter ended March 31.