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In an utterly ridiculous statement, Adam Aron, newly appointed head of AMC Entertainment (he’s had the job for less than four months), has said he’d be open to allowing “texting or cellphone use” in order to attract more millennials to movie theatres.
“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. You can’t tell a 22-year-old to turn off their cellphone. That’s not how they live their life.”
We should point out Adam also stressed AMC would “have to figure out a way to do it that doesn’t disturb today’s audiences. 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.” He also said a texting-section of certain screens would be a possibility, though the company would “more likely take specific auditoriums and make them more texting friendly.”
Either direction seems like an indescribably bad decision, and one which could easily ruin the cinema-going experience for everyone in the vicinity of said texter (it’s not only phone noise which distracts from the film, but the light given off by the tiny handheld screen); as anything which pulls you out of an engaging filmic experience is likely to lessen the impact and enjoyment of said film.
Back in 2012 Regal Entertainment CEO Amy Miles also discussed relaxing the cellphone ban in theatres and was thankfully met which a huge internet backlash which scuppered the notion; equally as promising, the same thing seems to be happening online now regarding AMC’s potential texting scheme, and has prompted the following responses from AMC:
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Still, it’s a worrying prospect – especially coming from the company who’s now set to move from being the second biggest exhibitor in the United States to the biggest movie theatre chain in the world (thanks to AMC’s acquisition of Carmike).
Are you like us and staunchly opposed to texting in the cinema? Do you approve of the idea? Or find it doesn’t bother you either way?
Whatever your views, let us know in the comments section below.
Matt Wheeldon – @TheMattWheeldon.
Source: Variety.
