fluctuating COVID status. With our foundation of disciplined processes and constant evaluation, the Cinemark
team has become quite adept at quickly reacting to changes in regulations.
While there were many factors driving our successful reopening, our theater general managers were crucial in
every aspect. We kept our GMs on staff throughout the pandemic to maintain our theaters while they were closed,
which was no easy feat, and then prepare them for reopening. And because our GMs consistently live one of our
core values, passion for people, they maintained a strong rapport with their hourly theater employees that had
been laid off during the shutdown. As such, a vast majority of team members hired, as we began reopening, were
previous Cinemark employees. It goes without saying how much time and money that saved our company in
training, education, background checks, et cetera.
And our theater teams have been proficient in the execution of The Cinemark Standard and protecting the health
and safety of our employees, guests and communities. Since we began reopening in June, we have consistently
received 96% guest satisfaction scores on Cinemark protecting their health and safety. This simply could not be
achieved without the meticulous research and planning by the Project Phoenix team and the impeccable
execution of our theater staff.
And as we prepare for a steady stream of new film content, our film and marketing teams have been creative and
resolute in securing relevant and varied library content and developing promotional campaigns to keep our guests
engaged and entertained, including promotions around Halloween, Thanksgiving, Christmas, New Year's Eve, to
name just a few.
Cinemark has also excelled in directly reaching our consumers, notifying them that we're open, highlighting films
they can see, showcasing food and beverage promotions and, of course, emphasizing our clean and safety
protocols. We have been aggressive in every communication channel, including digital, e-mail, social, public
relations to inform consumers and entice them to visit our theaters.
Our Private Watch Parties have been a key element of those promotional campaigns and continue to grow in
popularity. To date, we have hosted more than 150,000 Private Watch Parties. As the average number of
attendees is 13 people, this represents more than 2 million moviegoers that have experienced The Cinemark
Standard for themselves, just with PWPs. During the fourth quarter alone, the Private Watch Parties represented
24% of our attendance and box office.
And one interesting fact here, more than half of the Private Watch Parties, during the fourth quarter, were driven
by library content, led by family-favorite comedy, Elf. This library content could be watched for free, at home, on
the sofa. But, instead, consumers chose to pay $99 to see it in a theater. This reinforces what we have
consistently stated: people are yearning for normality, escape and a fun out-of-home opportunity. Movie theaters
provide all that and more in a safe and clean environment.
And something else that you can get only in the theater is that cravable movie theater popcorn. Our food and
beverage team has been actively engaged in initiatives to sell more fan-favorite popcorn, refreshing soda and a
wide variety and assortment of candy. In fact, our 4Q 2020 per cap of $5.42 was on par with our 4Q 2019, driven
by increased incidence rates in this core category, despite fewer, more streamlined concession offerings and
strategically discounted welcome back pricing on selected items.
Another exciting initiative we have started rolling out, and that shows considerable early promise, is Snacks In A
Tap, our mobile and online concession ordering service, which enables moviegoers to order their food and
beverages in advance and either pick them up at the counter upon arrival or have them delivered directly to their