AMC Starts Program to Increase Attendance

Facing an industry-wide decline in movie attendance and an increasingly competitive marketplace, AMC Theaters has started a new incentive program designed to draw patrons to its theaters.

The program features a frequent use program that offers discounts on concessions, free passes and coupons from merchants like McDonald's and U.S. Sprint to patrons who attend AMC movies regularly.

AMC is also implementing a "Silence Is Golden" rule, which authorizes theater managers to evict patrons who are disruptive.

The new policy also gives theater managers in California, Colorado and Arizona the right to refuse admittance to children under 3 to films deemed inappropriate for small children.

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