(Regarding AMC's decision last year to change their long-standing policy of allowing customers to bring in outside food or beverages, so long as it isn't alcoholic or in glass bottles)

FROM THE DESK OF MICAH CLEMENS

April 24, 2010

AMC Entertainment Inc.
P.O. Box 725489
Atlanta, GA 31139-9923

To Whom It May Concern:

I am writing to express my displeasure with your company’s decision to change policy and forbid customers from bringing in outside food or drinks into your theaters. I write as a loyal customer of ten years and a former employee at your now-closed HarMar location in Roseville, Minnesota. 

One reason that I remained a loyal customer—aside from AMC’s generally excellent facilities and attention to technical detail in providing a quality movie-going experience—was that my choice to occasionally enjoy my own food or drink was respected by your chain. Usually I’d only bring in my own refreshments because I desired a more healthful option than what is offered by AMC concessions. I’d still patronize the concessions if I wanted a soda or candy, and didn’t mind paying more for the convenience. It was almost instinctual: I’d choose to go to AMC because I liked how they did business. Seeing as how you have completely reversed this customer-friendly policy, I am seriously considering taking my business and loyalties elsewhere.

Companies cannot instill positive feelings in customers by eagerly conforming to the lowest common acceptable practices in an industry. Don’t just do something and then justify doing it because your lousy competitors chose to as well. You want to know why so many people loathe wireless providers and domestic air carriers? Because of customer-alienating decisions like this that create a race-to-the-bottom where nobody wins and your customers begin to resent you. I have few acceptable alternatives to air travel and mobile phone providers, but I do have countless alternatives on how and where I spend my entertainment dollars. 

I ask you to please reconsider this policy change. Until then, I’ll think long and hard before choosing to drive out of my way to go to an AMC theater when I can get treated the same way at one of your more conveniently-located competitors. 

Sincerely yours,


Micah Clemens