No Small Screens: AMC Hits Backspace on Texting-at-Films Concept

Speak about huge-display drama: Simply two days after AMC Leisure CEO Adam Aron floated the thought of letting moviegoers in some theaters maintain pecking away at their telephones after the home lights went down, a groundswell of opposition prompted the movie show chain to again down from the thought.

"We now have heard loud and clear that this can be a idea our viewers doesn’t need," Aron stated in a press release issued Friday, pledging that AMC theaters will not allow texting — "Not at the moment, not tomorrow and never within the foreseeable future."

NO TEXTING AT AMC. Will not occur. You spoke. We listened. Shortly, that concept has been despatched to the slicing room flooring.

— AMC Theatres (@AMCTheatres) April 15, 2016

Aron introduced up texting in a Selection interview through which the brand new CEO, who got here to AMC from Starwood Motels & Resorts at first of the yr, mentioned methods to make the in-theater expertise extra interesting to millennial audiences.

Learn Extra: Texting In the course of the Films? Followers Boo AMC Chief’s Suggestion

"You’ll be able to’t inform a 22-yr-previous to show off their cellphone. That is not how they reside their life," he stated.

Though Aron hedged his assertion by saying he envisioned that solely a small quantity auditoriums can be "texting pleasant," simply the prospect infected moviegoers.

The response on social media was as indignant because it was fast, with clients promising to patronize different theater chains if AMC went via with what many characterised as a misguided try and woo a tech-loving era by catering to its worst impulses.