Theater chain AMC recently made it known that it was entertaining a test run of a few theaters being texting-friendly during films. Known for its strong no-texting policy, the mere idea that the chain was considering even a test run didn’t sit well with some in the industry as well as regular customers.
As a matter of fact, statements point to the company realizing that the idea was very unpopular. “Accordingly, just as instantaneously, this is an idea that we have relegated to the cutting room floor,” CEO Adam Aron said.
Aron punctuated this by saying “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.” The CEO went to discuss how AMC would take money to improve the theater experience.
It’s not surprising that the idea was dead in the water as AMC has run with a concept that has worked for years in not allowing texting during films. Moviegoers who frequent the AMC chain expect a certain experience and atmosphere when viewing films there and it could be something as minor as not allowing texting—which becomes major since its associated with the theater’s brand.