AMC drops texting during movies idea in response to feedback

Two days ago, AMC CEO Adam Aron considered the prospect of bringing texting and phone use to his movie theaters, and it hasn't taken long for the idea to get canned. As was the case when Regal Entertainment brought it up two years ago, public feedback was resoundingly against it, and so the company has publicly announced it will not happen.

"We have heard loud and clear that this is a concept our audience does not want," Aron wrote in an open letter to customers, later continuing, "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."

While it's easy enough to empathize with a desire to bring more young people to the movies, the consensus is clear: this isn't the way to go about it. Aron says AMC will instead focus on enhancing its technology, food and beverages selection, seating, loyalty program, and its website and app.