The following article highlights the proposed decision for AMC Entertainment to allow visitors to their cinemas to use their cellphones. However, in what is a rare common sense move, AMC have BACKTRACKED on their decision following a backlash on social media.
In a statement, they said: "This is an idea we have relegated to the cutting room floor... there will be no texting allowed in any of the auditoriums at AMC Theatres." Yay! However, that's not to say the following article won't be just as insightful, riveting and well worth your time as it was before. Read on to find out why so many were outraged.
For any semi-serious cinemagoer, witnessing another attendee use their cellphone during a screening is one of the biggest annoyances of the theater experience. It's just wrong.
Part of the reason we watch movies is for escapism; but it's much harder to drift off into the land of make believe when someone two rows down is illuminating the auditorium by messaging their significant other asking what's for dinner.
'That's Not How They Live Their Life'
So if you are a semi-serious cinemagoer you may want to look away now, because the head of AMC Entertainment — none other than America's biggest cinema chain — has decided he will let people use their cellphones during screenings.
Adam Aron expressed part of the plan is to strategically target millennials, who, it seems, can't go a couple of hours without being actively involved with their social media life. In an interview with Variety, Aron said:
"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."
Finding A Happy Medium
Before you boil over with rage, rest assured Aron isn't completely oblivious to the fact that this may not go down well with everyone. In what would be a significant challenge, he admitted it would have to be implemented discreetly. He added:
"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."
Part of the plan may include designated areas where people can come together, pay for a cinema ticket, and completely zone out of the experience by playing with their phones to their hearts content. Surely it's better to just stay at home?
Do you think you should be able to use your cellphone at the cinema?