That was quick.
After swift public backlash following an announcement to allow phones on during movies—to attract millennials—AMC Entertainment has reversed its stance and will not allow texting in any of its movie theaters across the country.
AMC CEO Adam Aron reassured movie-goers via the movie giant’s Twitter page on April 15, proving the old adage, “the customer is always right”—by banishing the idea of cell phone usage in theaters.
“You may have heard media reports about another idea AMC Theatres was considering, testing whether some movie goers might want texting allowed in a small selection of our theatres,” said Aron. “This is an idea that we have relegated to the cutting room floor.”
He continued: “There will be NO TEXTING ALLOWED in any of the auditoriums AMC Theatres. Not today, tomorrow and not in the foreseeable future.”
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
In an interview with Variety during CinemaCon on April 13, Aron said AMC Entertainment was looking to broaden marketing strategies as a way to attract a younger more tech-savvy crowd, which would include catering to the generation most attached to their cell phones.
“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 cellphone. That’s now how they live their life.”
Looking for a happy medium, Aron considered texting-only auditoriums.
Jimmy Kimmel disagreed with the idea, stating “No texting in theaters was our last remaining unspoken rule as a society,” on the April 14 airing of “Jimmy Kimmel Live!”