Adam Aron
Analyst · The Benchmark Company.
Well, recliners started being installed in 2011. For of past five years have been record domestic box office in the United States and Canada. January to March, then April, was record industry box office in domestic industry box office. So the industry has in fact, until May, been getting people to pay more dollars to go see movies in the United States. And I've got to think that some of that is because I hate to give them credit, but our competitors are making movie theaters nicer and the experience is something that's causing people to buy more of it. So I don't think it’s all share steal, and remember we don't just compete against ourselves, right? There are other forms of entertainment that are competing against the movie industry and movie theaters every day. And so to the extent that people are still buying tickets, and I have heard so many of the people who have jobs like the people on this phone call and I don't just mean the people asking the questions but also the buy-side who have been more listeners on the call than questioners. Yes, there is something called Netflix, and there are things called televisions. And there are other things one can do with one's discretionary dollar like go out to dinner at a restaurant instead of going to a movie. I think moviemaking and movie-going has held up nicely, and I'm going to give you once stat that kind of blows me away. This year, 2017, AMC is going to sell more tickets for people to go to an AMC theater in the United States than all the tickets that are sold for all the NFL games, for all Major League Baseball games, for all National Hockey League games, for all National Basketball Association games across the entire country, all season long, all 4 major sports, by a factor of 2.5 times. That makes me think we're doing a very good job competing for the discretionary dollar and getting people to go to the movies. And hopefully, as we look to fourth quarter, when we've got some great titles coming out of '17, of '18, of '19, of '20, as we continue to make movie theaters nicer, as we continue to upgrade the size of the consumer databases that we have so we can market movie-going to a lot of people a lot of times. On average, we're marketing about 80 times a year to the typical AMC Stubs member. A year ago, we had 2.5 million member households, now we have 9 million, 9.3 million member households a year later. I think these things all bode well for continuing to drive record industry box office. And so, but it's also true that there's going to be a lot of share steal going on within the industry, depending upon how the local market situations play out in terms of what theaters are renovated, near or far to others.