When AMC Theatres announced they were acquiring key former ArcLight cinemas, the question was how does the transformation happen? The turnaround is quick if AMC Montgomery 16 is any indication. The multiplex, formerly ArcLight Bethesda, located in the Washington, DC market just opened.
ArcLight offered a unique movie going experience. For example, an “Usher Greeter” would introduce each film from the front of the auditorium. The employee would perhaps include some humor while asking the audience to silence their mobile devices. To be clear, ArcLight focused on presentation above all else. That included a promise for an uninterrupted time in the theatre. For example, late arriving moviegoers were supposedly not allowed entrance after the film started.
The ArcLight Closure
ArcLight Cinemas and Pacific Theatres announced they would not be reopening in April 2021. The company saw no “viable way forward” given the blow COVID-19 had delivered to the industry. The chain operated more than 300 screens in California, including the famous Hollywood Cinerama Dome. The chain also had ArcLight Cinemas around the country. For example, Bethesda, Maryland had the ArcLight in Westfield Montgomery Mall.
Hollywood reacted to the closure. For example, Suicide Squad director David Ayer said, “Arclight Hollywood was my spot when I wanted to study a movie.” Furthermore, director James Gunn said “I’m gutted. The ArcLight has been an amazing support to cinema in LA. I’ll miss talking to employees about their favorite films.”
After the screens were dark for months at the ArcLight Bethesda, Washington, DC area moviegoers had some hope. AMC Theatres had started to acquire former ArcLights in late 2021. Then, on February 8 this year, official word came. AMC Theatres would acquire “former ArcLight locations in the D.C. and San Diego areas.”
Adam Aron, Chairman and CEO of AMC, commented: “AMC continues to play offense and aggressively seek out opportunities to strengthen our company through strategic acquisitions. We look forward to bringing the AMC experience to even more guests in and around San Diego and Washington D.C., at these previously high-traffic, well known theatres. With this announcement, this brings the number up to six former ArcLight/Pacific theatres that are being added into the AMC orbit.”
The Transformation
AMC promised on February 8 that the ArcLight Bethesda would reopen as an AMC the following month. Work began to make that happen.
The “Coming Soon” signage went up at the entrance. Furthermore, AMC crews removed the old ArcLight branding. The snack bar and ticket counter screens had AMC Theatres software running. More so, the digital menu boards suddenly had AMC signature food.
Some aspects of ArcLight remain even as the cinema has reopened as an AMC. For example, the signature ArcLight lobby showtime board with a large analog clock remains. Also, the lobby art display showing movie posters was still intact. The former ArcLight bar is empty but is set to become an AMC MacGuffin’s bar.
The new AMC Montgomery 16 opened March 2. The theatre was operational in time for The Batman’s big opening weekend. AMC CEO Aron reported that it was AMC’s third largest weekend in more than two years, behind only December’s Spider-Man film.
