The Theatrical Revolution Will Not Be Texted

After floating idea of letting people text during movies, AMC backs off

AMC Movie Theater Marina 6 in Marina Del Rey, California

AMC Movie Theater Marina 6 in Marina Del Rey, California

One of many AMC locations around the U.S.AMC

If you've been to see a movie at a movie theater in America lately, you've probably seen some kind of message before the film started asking you to kindly not talk or text during the show. This seems like a fairly reasonable and simple request. We in the moviegoing public generally like to visit the theater to sit in the dark and focus on the film — not a cloud of tiny glowing smartphone screens around us, after all. And yet, because of declining film audience numbers and the strange, brain-melting power of the term "millennials," AMC CEO Adam Aron said quite clearly in an interview with Variety earlier this week that his theater chain would consider making a "texting section" to better appeal to the youngsters.

Take a look at the following exchange from the Variety interview conducted by Brent Lang:

Would appealing to millennials involve allowing texting or cellphone use? Yes. 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. 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. 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. Would you have a certain section for texting? That’s one possibility. What may be more likely is we take specific auditoriums and make them more texting friendly.

Now, after facing a massive backlash by the press and social media-using public, AMC has issued a statement saying its idea to allow texting in movie theaters won't happen after all.

Aron himself also tweeted a mea-culpa/defense of sorts.

Victory, America! Your movie theaters are safe from the texting hordes once more. Now then, who wants to see what's on Netflix?