AMC Entertainment is focusing on improved food and drink options, and letting customers reserve seats in advance.
AMC Entertainment was recently acquired by Chinese mogul Wang Jianlin last year for $2.6 billion through his company, the Wanda Group. The movie theater chain, which mainly operates in the U.S., has filed to go public and is aiming to raise $400 million in an initial public offering.
Attendance was down in its movie theaters, so AMC is attempting to get more people watching films in theaters instead of at home on their devices. Quartz reports that some tactics the company is using include focusing on better food and drink options.
Forty four AMC theaters serve alcohol at bars and eleven serve full meals to customers during the film. Some AMC theaters are also letting customers reserve specific seats in advance, which they believe will become increasingly prevalent in the future.