Many devout moviegoers are going to lose their popcorn over this: The biggest American cinema chain is open to allowing texting in some theaters.
AMC Entertainment CEO and President Adam Aron told Variety that it's a definite possibility.
"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," Aron told the trade publication in a story published Wednesday. "You can’t tell a 22-year-old to turn off their cell phone. That’s not how they live their life."
"At the same time, though, we’re going to have to figure out a way to do it that doesn’t disturb today’s audiences," he said of in-theater texting.
Aron added that a separate section for texting was possible but that entire auditoriums set aside for mobile phone use was more likely.
In a series of tweets Thursday, Aron elaborated on his comments.
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
AMC, with hundreds of theaters, surpassed Regal as the country's largest chain when it bought Carmike Cinemas earlier this year, USA Today reported.
In a 2014 Today.com poll of 28,000 respondents, 97 percent said cell phone use during a film should "never be allowed -- watch the movie instead!"
When the subject of allowing texting was debated by cinema executives in 2012, Tim League of the Alamo Drafthouse chain responded: "Over my dead body will I introduce texting into the movie theater. ... That is the scourge of our industry."
Hear hear.
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