AMC Theaters is considering letting people text in movie theaters.
AMC is working really hard to bring more people to the movie theaters. According to a 2015 study, people are going to the movies a lot less than they used to. “When asked how movie theaters have changed in the last five years, consumers responded with twice as many negative comments as positive. Soaring ticket prices was, by far, the number one reason for dissatisfaction across all age demographics by movie-going frequency. Despite efforts by theaters to provide better seating, advanced technology and improved concessions, price remains a pain point.”
Related: Blind People Are Now Suing AMC Theaters for Discrimination
But, AMC is trying to change all of that. They have announced that they are replacing every old seat in their auditoriums with recliners and other major improvements. But, one new marketing announcement has some people pissed off.
According to reports CEO Adam Aron is considering lettering people use their phones during a movie. “When you tell a 22-year-old to turn off their phone, don’t ruin the movie, they hear ‘please cut off your left arm above the elbow,'” Aron tells Variety. “You can’t tell a 22-year-old to turn off their cellphone. That’s not how they live their life.” Yes, he actually said that.
What AMC is trying to accomplish is recreating a home-like experience at the theater with recliner seats and the ability to use your phone while you watch a movie. However, a major flow in this logic is that while your on your phone at home you maybe impacting only a few people but, if you use your phone inside a movie theater, you are affecting over a 100 or more people.
Related: AMC Theaters Adding ‘La-Z-Boy’ Reclining Seats to Theaters
Currently, movie theaters and places of worship are a few of the remaining places where using a cellphone is unacceptable, and by allowing for millennials to grab their phone during a movie, AMC is giving up a common tradition of disconnecting and enjoying a movie for the ability to raise their earnings.
