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    National Association of Theater Owners Sets CinemaSafe COVID-19 Protocols

    By SHOOTUpdated:No Comments3846 Views
    Concessions workers stock the bins with popcorn and other treats as the theatre opens for some of the first showings at the AMC theatre when it re-opened for the first time since shutting down at the start of the COVID-19 pandemic, Thursday, Aug. 20, 2020, in West Homestead, Pa. (AP Photo/Keith Srakocic)

    As movie theaters come back to life across the country, the National Association of Theater Owners is helping to take the guess work out of safe operating practices in the era of COVID-19. 

    The trade organization is announcing a set of health and safety protocols Friday based on research and guidelines from the Centers for Disease Control and Prevention, the World Health Organization and the Occupational Safety and Heath Administration. Over 300 companies representing more than 2,600 theater locations in the U.S. have already signed on to the CinemaSafe program.

    "In this new pandemic world, moviegoers need to know that there is a consistent, science and experience-based set of health and safety protocols in place no matter what theater they visit," said John Fithian, the association's president and CEO, in a statement. "This unprecedented industry-wide effort is a promise designed to meet that need."

    The guidelines outline comprehensive mask policies, which are required for employees and patrons with a few exceptions for children under 2 years old and when consuming concessions — but only when approved by state and local health authorities. The rules state that masks should also be provided to employees who don't have them.

    They also sketch out recommendations for reduced capacity screenings, air filtration optimization, cashless concessions, mobile ticketing, enhanced cleaning policies and employee health training about hand hygiene and the signs and symptoms of COVID-19. 

    The association has been working for months to develop the rules in consultation with epidemiologists and industry experts. The organization's executive board includes the leaders of the major exhibition chains, like AMC Entertainment, Cinemark and Cineworld/Regal.

    Most indoor movie theaters shuttered in mid-March to help prevent the spread of coronavirus. This week, the major theater chains in the U.S. have started to slowly reopen locations. Although many have said they are complying with local mandates and generally accepted best practices, there was not until now a set of industry-wide guidelines. This lack of oversight led to situations like the mask backlash that resulted in all the major exhibitors reversing course to require face coverings. 

    The CinemaSafe protocols are voluntary. Companies complying with the guidelines can display a CinemaSafe badge on their websites and, eventually, at their locations so patrons are aware. 

    Dr. David F. Goldsmith, an occupational and environmental epidemiologist at George Washington University's Milken Institute School of Public Health, reviewed the CinemaSafe guidelines.

    "These protocols, and the way they were developed, demonstrate a serious, comprehensive effort by movie theater owners to examine every aspect of their operations, identify potential risks, and reduce them," Goldsmith said. 

    Dr. Joyce Sanchez, an infectious disease specialist and director of the Travel Health Clinic at Froedtert & the Medical College of Wisconsin, said that the protocols address, "Two of the three general concepts that factor into activity risk: distance, dose and duration."

    Sanchez said that duration can't be controlled but noted that movie runtimes are similar to that of a domestic flight or time spent at a restaurant. 

    "While every activity outside the home carries risks, these additional measures can help to mitigate them," she added. 

    By Lindsey Bahr, AP Film Writer

    Category:News
    Tags:CDCcoronavirusNational Association of Theater OwnersOSHA

    Director Kacper Larski Joins RSA Films For Spot Representation

    Tuesday, November 12, 2024

    RSA Films has added director Kacper Larski to its roster for commercial representation in the U.S. Larski is known for his work in automotive and sport, and a style of filmmaking which features epic visuals and gripping montage, often combining the real and surreal. Among his most recent commercial films are Garmin’s “Fenix 8” (direct to brand), U.S. Army Reserve’s “Helper” (DDB Chicago) and Bushmills Whiskey’s “Follow No One” (Mekanism). He’s also directed campaigns for Hyundai, Jeep, GMC, Subaru, VW, Mazda and Chevrolet.

    Larski’s distinctive aesthetic emerged in one of his first projects, Land Rover’s “68 Years Later,” which won a Cannes Young Directors Award in 2016. Two years later, he directed the “Greatness is Rare” campaign for BBDO Toronto and the Canadian Paralympic Committee which won Cannes Lion Gold. Prior to joining RSA, Larski had most recently been repped in the U.S. market by production house Eleanor.

    “The camera and film for me have always been about the ability to live 1,000 lives,” Larski said. “Stylistically, I want to transport viewers in whatever stories I’m telling--a super athlete’s runner’s high, a skier’s dream powder, a giant’s tale, even driving in space.”

    “Kacper is one of the most exciting filmmakers I’ve seen over the last several years,” said Luke Ricci, president, RSA Films US. “Whether it’s a character, an emotion, an environment, car or other product, he has a special and distinctive way of capturing and articulating the world around him in all his work. He is a fantastic addition to our RSA family.”

    “Joining RSA is a dream come true,” Larski said. “The roster includes some of the best filmmakers in the world, with founder Ridley Scott... Read More

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