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AMC CEO May Bring Texting to a Theater Near You

By Rachel Cericola

The lines, the sticky floors, the inflated candy prices; isn't going to the movies annoying enough?

Not according to Adam Aron, CEO of AMC Entertainment. After taking his seat in the theater chain just a mere four months ago, Aron has come out with a very controversial idea to boost ticket sales.

In a recent interview with Variety, Aron said that he was open to allowing texting in theaters -- you know, during the movie.

"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," Aron told Variety. "You can't tell a 22-year-old to turn off their cellphone. That's not how they live their life."

That may not be how they life their lives, but that is the way I like my movies -- disturbance-free.

Is it the worst idea ever? Maybe. Polling app Wishbone recently asked its users, "Should movie theaters allow you to text?" Surprisingly, only 62 percent said no. That means 39 percent of the respondents actually wouldn't mind the bright screens and possible sound effects that people never seem to want to turn off when texting in a public place.

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The Wishbone polling app recently asked users about the possibility of texting in movie theaters. Photo: Wishbone.

Of course, this isn't the first time cell phone use in a crowded theater of people annoyed by high prices has been suggested. As Variety mentions, Regal Entertainment CEO Amy Miles considered lightening up on the theater chain's policy back in 2012. The suggestion didn't go over very well then and it doesn't seem to be going over very well now.

It's important to note that Aron didn't say it was happening, but he is definitely open to the option. Also, it sounds like if you don't want people texting during your movie outing, you may be able to avoid it. The theater head said there may be specific text-friendly movie times or even a section of the theater designated for texters.

Still, it's hard to imagine that the promise of texting will entice people to go to the theater.

Tim League seems to agree. The founder and CEO of Alamo Drafthouse, the chain that went viral after one particularly entertaining voicemail, had a lot to say about Aron's interview inĀ a statement on the company's website. He mentioned that smartphone addiction isn't limited to the younger set, but that doesn't make it something we need to inject into every aspect of our lives. More specifically, he said one thing that I think many of us are thinking:

"Regardless of your age, turning off your phone and focusing on a good movie is much-needed therapy. This time of focus in a darkened room is core to the experience of cinema. Only with this focus can you lose yourself completely in the story and really fall into the magic spell of the movies."

Personally, I think allowing texting in theaters would make me appreciate my home theater even more than I already do. What do you all think? Would you like the option to text during the movie or would you avoid those showings or theaters like the plague? Sound off in the comments below.

UPDATE: After much public outcry, Aron has reversed his decision and vows to not allow texting in AMC theaters for the foreseeable future. Here's a story with more details.

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Photo: AMC Entertainment.

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