After considering allowing a small selection of theaters to give moviegoers the option to text, AMC Theatres has quashed the idea after hearing “loud and clear” that their audience does not want this option available during their moviegoing experience. AMC announced this morning that there will be no texting allowed in any of their auditoriums.
This comes after Alamo Drafthouse CEO/Founder Tim League took issue with comments made by AMC CEO Adam Aron yesterday who didn’t seem to worry about moviegoers being allowed to text in select theaters.
“When it comes to our core business, creating a special environment for our customers to experience new stories for the first time, there is absolutely no place for the distraction of a lit phone screen,” League released in a statement yesterday blasting the idea. He stated: “You can only be immersed in a story if you are focused on it. If while watching a film you are intermittently checking your email, posting on social media, chatting with friends, etc., there is no way you are fully engaged in the story on screen. I find that to be disrespectful to the creators, those who make the very existence of cinema possible.”
AMC backed down this AM, focusing on other ‘innovations: “We’ll continue to be as creative as we can to elevate the AMC experience, doing so in partnership with you, our guests, and never in a way that will compromise your love of coming out to the movies.” To that end, AMC will increase the number of their large screens, provide more comfortable seating (including recliners), provide new food and beverage choices and also give consumers a more functional smartphone app.