AMC Entertainment is mulling plans to rescind its ban to some degree on texting in theaters, according to a Variety interview with company head Adam Aron. The change is being considered as part of the company's efforts to court millenials.
"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 not how they live their life."
"We need to reshape our product in some concrete ways," he continued," so that millennials go to movie theaters with the same degree of intensity as baby boomers went to movie theaters throughout their lives."
The AMC head is cognizant that by-and-large his current customer base would be disturbed by brightly lit phone screens and texting during movies.
"At the same time, though, we’re going to have to figure out a way to do it that doesn’t disturb today’s audiences," he continued. "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."
Possible solutions floated by Aron are designated sections of theaters for texting, or even screenings specifically "texting friendly."
AMC is currently the second-largest theater chain in the United States, but if their planned acquisition of Carmike Cinemas goes through they would become the market leader.