A ‘no texting allowed’ message will continue to play before movies at AMC Theatres, despite claims that the theater was considering allowing millennials to text message during movies.
AMC CEO Adam Aron originally said he was considering different ways in which text messaging might be allowed. On Friday he quickly changed his mind.
“Unlike the many AMC advancements that you have applauded, we have heard loud and clear that this is a concept our audience does not want,” the company said in a statement.
“This is an idea that we have relegated to the cutting room floor,” he added.
In an interview with Variety, Aron explained that one way to attract younger moviegoers would be to make theaters more “texting friendly” for their lifestyle.
“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,” he told Variety. “You can’t tell a 22-year-old to turn off their cellphone. That’s not how they live their life.”
His comments quickly led to angry comments on Twitter.
“There will be NO TEXTING ALLOWED in any of the auditoriums at AMC Theatres,” the company now says. “Not today, not tomorrow and not in the foreseeable future.”
“Regardless of your age, turning off your phone and focusing on a good movie is much-needed therapy,” Tim League, CEO of Alamo Drafthouse, said in a statement.
“This time of focus in a darkened room is core to the experience of cinema. Only with this focus can you lose yourself completely in the story and really fall into the magic spell of the movies,” he added.