AMC: Fine, We Won't Allow Texting in Our Movie Theaters

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After some major online backlash, AMC has nixed an idea to allow texting in some of its movie theaters.

"We have heard loud and clear that this is a concept our audience does not want," AMC Entertainment CEO Adam Aron wrote in a note posted to the company's Twitter. "With your advice in hand, there will be NO TEXTING ALLOWED in any of the auditoriums at AMC theaters. Not today, not tomorrow, and not in the foreseeable future."

The announcement comes after Aron told Variety that AMC was mulling the idea of allowing texting in certain theaters as a way to appeal to millennials, who apparently don't see as many movies as other segments of the population such as baby boomers.

"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 said. "You can't tell a 22-year-old to turn off their cell phone. That's not how they live their life."

In the interview, Aron acknowledged that such a move could, however, irk the company's core audience, most of whom embrace the smartphone-free environment.

"We're going to have to figure out a way to do it that doesn't disturb today's audiences," he said. "There's a reason there are ads up there saying turn off your phone, because today's moviegoer doesn't want somebody sitting next to them texting or having their phone on."

Now, moviegoers can rest assured they won't have to.

Meanwhile, AMC Entertainment recently signed a deal with ticketing app Atom Tickets as part of its effort to offer more millennial-friendly features. The platform lets you send a text to your friend after you purchase a ticket asking if they want to go and sit next to you. Your friend can then easily buy a ticket at the same theater and showtime in a reserved seat near yours.

"That's a great concept and that's one of the ways that we can make it easier for millennials — who live on social media — to meet up with their friends in movie theaters," Aron said.

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