AMC Theaters May Soon Allow Texting During Movies in Effort to Appeal to Millennials

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Texting may soon be allowed during movies shown by one of the biggest theater chains in the country.

Variety reports that AMC Entertainment head Adam Aron said he’s looking at the move as part of the chain’s goal to appeal to more millennials.

“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 an interview with Variety.

Aron said the chain would have to find a way to make sure any texters didn’t disturb the rest of the audience.

One possibility is a designated section just for those wanting to text during the movie. Another option is having designated auditoriums that are more texting-friendly.

Twitter users lashed out at the mere mention of “text-friendly” and “movie theater”:

@AMCTheatres I guess Adam Aron has never sat in one of his own theaters with someone beaming a giant light next to him.

— Justin @CartoonSmart (@cartoonsmart) April 15, 2016

In-theater texting “could seriously hurt our industry.” #TimLeague releases statement in response to AMC’s Adam Aron https://t.co/vaaLeKqPfq

— MovieMaker Magazine (@moviemakermag) April 14, 2016

Adam Aron: Still an idiot https://t.co/njEog74iy6

— Greg Vince (@GregVince) April 14, 2016

Alamo Drafthouse CEO Tim League has something(s) to say about AMC’s Adam Aron thoughts on texting at the movies pic.twitter.com/NWoXe0qGEr

— ROYALE SOCIALITE (@ReinaaRoyale) April 14, 2016

Read more here.

Aron tweeted that he knows the “vast majority” of people don’t want texting in theaters, and said it would only be done if no viewer’s experience was negatively affected.

Press reported we considering a test allowing texts in a VERY FEW screens. We know vast majority of audience wants no texting (1 of 2)

— Adam Aron (@CEOAdam) April 14, 2016

IF ever, we ONLY would pursue in a way we’d be TOTALLY confident ALL our guests will fully enjoy movie going experience at AMC (2 of 2)

— Adam Aron (@CEOAdam) April 14, 2016

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