Theater invites guests to ‘feel free to be you’

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When Max and Duke romp onto the big screen in The Secret Life of Pets this weekend, a Northern Kentucky movie theater will turn the lights up and the sound down so some special patrons can watch the dogs’ animated antics in comfort.

The accommodations are part of Sensory Friendly Films at AMC Newport on the Levee 20. The film series, offered by AMC Theatres in partnership with the Autism Society, invites guests with autism and other special needs to “feel free to be you.”

The screenings offer a more relaxed atmosphere for moviegoers, said Kevin Coffman, a supervisor at the Levee theater. If viewers like to get up, walk around or make noises, that’s all OK. The audience is more understanding, he said. Guests also are welcome to bring their own snacks.

The theater shows Sensory Friendly Films on the second and fourth Saturday and Tuesday of each month. The Saturday shows begin at 10 a.m. – that’s when you can catch The Secret Life of Pets this weekend.

The Tuesday shows begin at 7 p.m. and were added last summer for guests looking for more mature films, said Ryan Noonan, AMC’s director of corporate communications. Originally focused on families and children, the film series expanded to meet more needs, Noonan said. “We’ve seen kids grow up now.”

The movies for each month are selected by AMC’s film department according to demographics and popularity. Almost half of AMC’s theaters offer Sensory Friendly Films, Noonan said. A check of their website showed 175 participating theaters. The Newport on the Levee location was the only one listed in the Northern Kentucky/Cincinnati area.

Coffman, the local theater supervisor, said moviegoers at the Levee have told him they appreciate the opportunity to view films in the modified environment. Crowds vary depending on the movie, he said. An average crowd may be 20 to 30 people, while a long-awaited movie like Finding Dory might attract as many as 50 to 100, he said.

Saturday morning movies cost $5.61. Tuesday evening tickets sell for $11.12.  Guests can get their Levee parking tickets validated at a booth near the movie ticket office so that they pay $1.25 to park.

Backstory

In 2007, a Maryland mother asked her local AMC Theatres manager to arrange a special screening for children on the autism spectrum after she’d had a bad experience with her young daughter at another movie theater. The manager agreed, the mother talked it up, and so many people showed up for the movie that the auditorium couldn’t hold them all, according to autism-society.org.

The manager added more movies and contacted AMC headquarters with the idea. The Autism Society partnered with AMC, and the film series grew to include theaters across the country. You can read more about it on the Autism Society’s website here.

Summer lineup of Sensory Friendly Films

  • Saturday, July 9: The Secret Life of Pets
  • Tuesday, July 12: BFG
  • Saturday, July 23: Ice Age: Collision Course
  • Tuesday, July 26:  Ghostbusters
  • Tuesday, August 9: Suicide Squad
  • Saturday, August 13 and 27: Pete’s Dragon
  • Tuesday, August 23: War Dogs

Check the AMC Theatres website for current Sensory Friendly Films here.

Have you attended a Sensory Friendly Film? Would you like to share your experience? If so, please leave a comment. Thank you!

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