10:45 am EST, April 15, 2016

AMC drops their texting in theaters plan after the public tells them it’s stupid as hell

By Andrew Sims | Edited by Karen Rought

AMC Theatres has heard loud and clear that none of us want texting in theaters.

Earlier this week AMC CEO Adam Aron said his theater chain was considering allowing people to text during movies in select auditoriums, in an attempt to lure in millennials. Apparently, they can’t separate themselves from their phones for two hours and Aron wanted to give what they want: Constant access to their phone. Naturally, all moviegoers who enjoy not being distracted while watching a movie rejected this idea. Aron has responded, and has vowed to dump the plan:

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“This is an idea that we have relegated to the cutting room floor,” Aron writes in a statement. “With your advice in hand, there will be NO TEXTING ALLOWED in any of the auditoriums at AMC Theatres. Not today, not tomorrow, and not in the foreseeable future,” he says.

He also used his letter to say they will continue to make enhancements that people actually do like, pointing to more comfortable seating, improving the AMC Stubs program, and investing in better sign and sound technology.

While we’re a little weary about Aron including the words “foreseeable future” (as it implies they’ll revisit the idea one day), it’s nice to know that customers caused AMC to drop this idea, and so quickly. This will also be a lesson to any other theater chain who may be considering the same idea.

Still, it’s worrying that the guy who runs a movie theater chain is so out of touch with his customers. Maybe AMC should spend some time doing some research and development to figure out what people do and do not want at their movie theaters.

For now we can enter the movie theater only having to worry about the asshole who’s breaking the no-texting rule. Or who’s talking loudly. Or who brings their baby. Hooray!

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