Friday, March 29, 2024

AMC Theaters Ditch Plans to Allow Texting in Theater

girl texting in cell*Two days after AMC Theatres announced it was considering text-friendly movie theaters for smartphone-addicted youngsters, the company nixed the idea after a backlash on social media.

The idea of allowing texting in theaters seems rude and inconsiderate to those who prefer to actually watch the movie, instead of sitting through it and texting their friends about it. However, AMC Entertainment’s CEO Adam Aron seems to think it’s a brilliant plan. No doubt he’s pulling in a high six figure salary to make such remedial decisions.

Since Aron’s joined the movie theater chain four months ago, the company has been brainstorming innovative ways to lure more people to the movies with a $1 billion budget that will bring better food choices and other initiatives.

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USA Today reports the company released an official statement on April 15 following Aron’s interview with Variety in which he hinted the texting in theaters idea would be one of many the company would implement to make the theater experience more attractive for millennial consumers.

“We need to reshape our product in some concrete ways so that millennials go to movie theaters with the same degree of intensity as baby boomers went to movie theaters throughout their lives,” he said.

After consumers threatened to take their movie enthusiasm (and money) to other theaters, AMC scrapped the idea. “We have heard loud and clear this is a concept our audience does not want,” Aron said in a statement.

Aron also took to Twitter to clarify the statements he made in his interview.

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