Adam M. Aron
First of all, hello, Eric, welcome back. Maybe you're a good luck charm. You're back and like delivered a quarter to end all quarters. So first of all, on pricing of tickets. I believe that the better messaging on Tuesdays, calling it 50% off Tuesdays instead of discount Tuesdays is going to explain the level of discount, the magnitude of discount such that we're going to boost our Tuesday revenues by the change in messaging. I also believe because we're extending that Tuesday pricing philosophy, which has worked so well for like more than a decade in the movie theater business, that we have the chance to do something with Wednesdays. We don't sell any tickets on Wednesdays now -- actually now, I should say, before July 9. We didn't sell any tickets on Wednesdays. So the price we charge on Wednesday doesn't really matter when you don't sell any. And I'm actually hopeful that we can start to see Wednesday admission revenues rivaled Tuesday admission revenues, turning what is now the poorest day of the week for attendance into the strongest non-weekend day of the week for attendance that being Tuesday. And as I said, the early signs -- we can't declare victory in 4 weeks, but the early signs are quite encouraging that consumers are noticing. So that's Tuesday, Wednesday down. But Tuesday, Wednesday down as you -- as I said before and as you repeated, meant that Thursday and Mondays, we took up, and we see no pushback on the prices we've collected for tickets. We had an average price 2 weekends ago, over $14 in the United States. Those kind of eye-popping numbers given where pricing has been in recent years and where it is even today at some of our competitors. The other thing that gives us confidence in having taken those pricing actions, and I want to be clear, I comply with the law very carefully. I'm making no comments about what we will do with pricing going forward. I'm only talking about actions that we've taken on pricing retroactively in the rearview mirror, which we can't talk about the former and we can talk about the latter. I would point out that our confidence in what the consumer is willing to pay to go to the movie, in part comes from the success of our PLF auditoriums because our PLF auditoriums often charge a $6 or $7 upcharge for an IMAX or a Dolby Cinema screen instead of a regular screen. Our primes sometimes get $3 to $6 more than our regular auditoriums. Our RealD 3D screens usually get $3 -- $3 to $4 more than our regular screens. And these formats have been killing it. If you look at -- when we put a movie on sale, gets what tickets sell first. If you look at when we put a movie on sale, guess what, tickets sell first. It's our premium large-format screens at prices that are 30%, 40%, 50% higher than our regular auditoriums. That suggests to me that the consumer has demonstrated clearly then it's willing to pay up for the best. And so therefore, the challenge for AMC is to deliver them the best. And that's why we're putting laser projection into our regular auditoriums. As I said, as we sit today, 43% of our screens in the U.S. now have laser projection. By year-end, 55% of our screens will have laser projection. It increases the light levels on the screens by 50% to 100%, makes the picture much brighter, much sharper, and that greatly improves the quality of experience that our guests get, hence, our confidence in having raised prices a couple of months ago. Now moving to your food and beverage question. The answer is we're doing all of it. So we're focusing on a variety of things. Number one, menu variety so that our overall menus, not only at our dine-in theaters, but also at our regular theater concession stands are more interesting and more appealing to our guests. Second, we've added a whole -- because we've added so much variety to the experience, we've been successful in selling more units per transaction to a guest. So a guest who used to buy 1 product, now buys 2, a guest who used to buy 2, now buys 3. Guest who used to buy 3, now buys 4. We've also had dramatic success in getting more people to stop at the concession stand and actually buy from us. It is a stunning statistic. How many people can go to a movie theater, just pass their historic $12 or more recently $13 or $14 ticket price to get in. That's for an average screen, not for a PLF screen, more like $18 or $19 for a PLF screen. We're just able to pass the $12 to get in the door and that's it. And then they go to their seat and they don't buy a thing. The number of people just at AMC in a year who go into our theaters and buy nothing from us at all at the concession stand is more than the entire attendance of any major, League Baseball team, in the entire American League or the entire National League, it is amazing. And yet, one of the things that's caused real success for us ever since we reopened from COVID 5 years ago, is more and more people are no longer bypassing the concession counter. They're stopping at the concession counter and they're taking advantage of all the things that we now offer. And I mean, there's a lot of creativity in that. Movie theme drinks, which we didn't do many years ago, we now have movie themed drinks just about every weekend of the year, and they're very profitable for us. But it's also true with having 4 kinds of popcorn flavors instead of 1, having 140 drink flavor choices coming out of a freestyle machine instead of being some movie theater that has a little fountain where they can dispense 8 or 10 or 12 different flavors for the guest. I could go on and on about the variety of things that we're offering our guests -- but that's causing more people to stop the concession as a buy. It's causing more purchased items per guest. And of course, yes, we have taken some pricing action up as well.