In an interview with Variety, AMC Entertainment CEO Adam Aron said the company may consider allowing patrons to text during the movie. Yeah, this is gonna end well.
While AMC isn’t sure exactly how this will be implemented, it says it’s considering options to make it possible, such as a texting-friendly theater or sections. Aron claims that this is to appease its millennial audience who often refuse to turn their phone off or at least put them away during the duration of a feature-length movie.
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“When you tell a 22-year-old to turn off the phone, don’t ruin the movie, they hear please cut off your left arm above the elbow. You can’t tell a 22-year-old to turn off their cellphone. That’s not how they live their life,” he said.
In the era of live-tweeting TV and current events, it’s no surprise that many young people may find using their phone while watching a movie more interesting. The move is likely to entice movie goers who’ve previously avoided the theater because they’re reprimanded for using their phones to come back and spend money on an increasingly expensive movie ticket.
We’re not sure this is exactly the solution AMC needs, but if it becomes reality, traditional movie goers will at least know which theater to absolutely avoid.
Update April 15, 2016 10:58 AM ET: Via Twitter, AMC has released a statement saying that it will not be implementing a texting-only theater due to overwhelming negative responses. Instead, it will focus on enhancing in-theater equipments, seating, and food offerings.
NO TEXTING AT AMC. Won't happen. You spoke. We listened. Quickly, that idea has been sent to the cutting room floor. pic.twitter.com/JR0fo5megR
— AMC Theatres (@AMCTheatres) April 15, 2016