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AMC Theatres team up with Autism Society
James Roth
jroth@acnpapers.com
The term “silence is golden” is the slogan for AMC Theatres around the country; however, once a month now AMC Theatres are doing away with that phrase to give autistic children and their families a worry-free moviegoing experience.
“We are so proud to provide this program; we are providing a first for some children,” said Cindy Huffstickler, community relations officer for AMC Theatres. “We are giving some children their first moviegoing experience, and we are honored to deliver that to them.”
Sensory Friendly Films began in August 2008. According to Huffstickler, a mother from Baltimore took her autistic child to see the movie “Hairspray.” During the film the daughter began to stand up and make noise, which resulted in the mother and daughter being asked to leave. Shortly thereafter, while in Columbus, Ohio, the mother talked to the local AMC manager and suggested a way for autistic children and their families to enjoy movies without disrupting anyone. The mother and the manager created Sensory Friendly Films.
What makes Sensory Friendly Films unique from the regular moviegoing experience is that movie auditoriums will have their lights brought up and the sound turned down. In addition, families can bring their own gluten-free, casein-free snacks. The films shown are family-oriented films and pre-movie advertisements and previews are done away with.
“The parents enjoy it because it is a totally open and accepting experience,” said Carin Yavorcik, Autism Society media specialist. “Kids can dance and sing with the movie, and parents do not have to worry about disturbing anyone.”
Sensory Friendly Films became very popular in the Columbus area. Once AMC theatre corporate offices in Kansas City heard about the idea, they decided to expand Sensory Friendly Films into 10 different markets across the country.
“In August 2008, the first screening was shown and 300 people showed up,” said Huffstickler. “It was a success, and we knew we had something, so we called the Autism Society and told them that we would love to partner with them, and it has taken off from there.”
As of now, Sensory Friendly Films are being shown in 92 AMC Theatres in 47 different markets across the country, with more to come in the future.
“After every screening we look at the success and attendance,” said Huffstickler. “From there we take people’s requests into consideration, make necessary changes, and continue to build and grow.”
In the Dallas area there are three AMC Theatres that offer Sensory Friendly Films: AMC Stonebriar 24 in Frisco, AMC Firewheel 18 in Garland and AMC Parks at Arlington 18 in Arlington. This Saturday, March 20, AMC Theatres will show the Sensory Friendly Film “Diary of a Wimpy Kid” at 10 a.m. Tickets are $5 and can be purchased on the day of the event.
For information go to www.amcentertainment.com. To make a suggestion for Sensory Friendly Films e-mail 0411-communtiyrelations@amctheatres.com
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