AMC Theatres is getting in on the growth in Zoom popularity by introducing two-way video-equipped rooms. Working with Zoom Video Communications, AMC will equip Zoom Rooms in 17 of its major markets’ theaters in 2023. “This combines the excellent experience of Zoom with the comfort and state-of-the-art sight and sound technology of AMC’s modern and centrally located theaters,” AMC said of the new alliance, which targets “companies and other entities with decentralized workforces and customer bases to bring people from different markets together for virtual and in-person events and meetings.”

AMC claims to be “the largest theatrical exhibitor in the United States and the world,” though it did not share plans to launch Zoom Rooms internationally. The end result will be “massive videoconferencing spaces for 75 to 150 people for when you really need your meeting to leave an impact,” writes The Verge, adding “AMC will even provide ‘food and beverage offerings, possible movie viewings, and concierge-style personalized handling of meeting needs,’ though for an additional cost.”

The offering might be an option for social and educational events, too, although the news release (which does not include pricing) emphasizes “hybrid work.”

Clients will be able to book Zoom Rooms online, in three-hour blocks at various locations “to virtually host their event across multiple markets,” Variety reports, noting “AMC and Zoom will provide the necessary equipment for a fully functional Zoom Rooms experience.”

AMC chairman and CEO Adam Aron says the new offering will allow AMC to leverage “an abundance of attractive theaters at centrally located venues” that operate at low capacity during weekdays, when most business meetings take place.

“From a business perspective, the partnership makes sense … and AMC’s definitely looking for ways to make money,” The Verge opines, citing Q2 2022 earnings “significantly better” than those of 2020 or 2021, while flagging a Q3 loss of $226.9 million (up from $224.2 million for Q3 2021) on revenue of $968.4 million, a 27 percent lift year-over-year.

“Our recovery continues,” Aron notes in the earnings release. The Zoom Rooms, he says, open the doors to “the multi-billion market for corporate and other meetings.”

AMC also “references businesses using it to present things to customers,” The Verge points out, calling that “a more fun use of the tech.” We may see people visit “their local theater to watch a Comic-Con panel or an announcement live-stream from their favorite gadget maker.”

Related:
Zoom Seeks to Expand Beyond Video with Email, Calendar Tools, Bloomberg, 11/8/22