Sina Financial News on August 15, US Eastern time, in order to coordinate with the first opening marketing after the new crown epidemic, AMC cinema launched “2020 movies, 1920 price”, in this way, it reopened its doors to American audiences for the first time five months later. < / P > < p > after half a year’s waiting, movie lovers can finally return to the cinema. AMC, the largest theater chain operator in the United States, announced that it would open on August 20. In order to celebrate its 100th anniversary, theaters would only charge 15 cents per ticket from 1920, making AMC close up 15% on that day. The effect of this kind of gambling marketing remains to be tested. AMC said more than 100 theaters will be opened on August 20, but the number of customers will be greatly reduced in order to maintain social distance. The company expects two-thirds of more than 600 theaters in the United States to open before the release of Warner Brothers’ thriller “tenet” on September 3. And the blockbuster after the 26th is definitely directed by Christopher Nolan, which costs $200 million and will be released in more than 70 countries on August 26. According to market analysis, the epidemic will permanently change the cinema industry. Whether cinemas will survive the upheaval remains uncertain. Eric Schiffer, CEO of patriarch, a media private equity firm, believes: “box office is being hit by the economy in a way the world has never seen before, and the days when cinemas are half full are long gone. Most cinemas, especially the smaller chain cinemas, will not survive if their transport capacity is greatly reduced. ” < p > < p > theaters all over the world have been seriously impacted by the epidemic, but AMC is especially facing increasing financial pressure. Before the outbreak, AMC had accumulated more than $4.75 billion in debt, most of which was spent on upgrading cinemas and acquiring competitors. < / P > < p > in June, the company admitted that the new crown epidemic could lead to its bankruptcy. Plans to reopen AMC theaters have been on hold for months. Initially, the company tried to re recruit staff and opened in June, but the plan has been put on hold because of the changing timing of blockbusters such as tenet and Mulan. < p > < p > in the end, AMC missed Hua Mulan. Last week, Disney decided to release the film on Disney + for $29.99, not in countries without streaming media platforms. At the end of this year, AMC was left with other blockbusters that were released only in the last four months of the year, including black widow, soul, no time to die and wonder woman 1984. However, the increasing outbreak of the new crown in the United States has made viewers still not very interested in cinema viewing. In New York City, where indoor restaurants are still closed and indoor viewing can greatly increase the risk of infection, AMC said it was implementing new safety and health measures to help keep movie viewers safe and curb the spread of the coronavirus. This includes requiring all guests to wear masks, reducing the capacity of the theatre, upgrading the ventilation system, etc. As many new films have been delayed due to the outbreak of the epidemic this year, the box office in North America has basically stagnated. Therefore, AMC also wants to revisit the routine of old films. After the $0.15 viewing on the opening day, tickets will still be cheaper than usual. Tickets for inception, black panther, back to the future and the Empire Strikes Back are only $5. < / P > < p > however, the plan is still in doubt in the market. One netizen left a message on Twitter: “what makes me even more angry is that AMC has $0.15 movie tickets. Why hasn’t our state opened yet?” < / P > < p > just last month, AMC just reached an agreement with universal that universal can make online dollar “pay on demand” movies only 17 days after they are released, which is significantly smaller than the previous 70-90 days. At present, the reduced exclusive theater time is limited between universal and AMC. Although this has set a precedent, it is hard to imagine that other large film companies, such as Disney, Warner Brothers, Sony and paramount, will not try to negotiate similar terms in the future. < / P > < p > a 17 day cinema window means that regular movies will be shown in theaters over three full weekends, which are the main source of box office revenue for most movies. The new agreement marks a significant reduction in the golden release time of standard cinemas. Audiences do not have to wait for a long time. They only need less than a month to enjoy the impact of the new film at home. In the future, it may not be viruses that kill AMC cinemas, but online digital on-demand platforms that are invading.