AMC Entertainment reversed course Friday and jettisoned the idea of allowing texting in its movie theaters.
“With your advice in hand, there will be NO TEXTING ALLOWED in any of the auditoriums at AMC Theatres,” Chief Executive Adam Aron wrote in a statement. “Not today, not tomorrow, and not in the foreseeable future.”
Aron, who joined AMC in December, had indicated his receptiveness to in-theater texting two days ago at an industry conference.
“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,’” he said. “You can’t tell a 22-year-old to turn off their cellphone. That’s not how they live their life.”
Aron’s comment generated a flurry of responses on social media — almost all against the idea.
Tim League, CEO of competing cinema chain Alamo Drafthouse, went so far as to issue a statement trashing Aron’s initial openness to texting.
“There is absolutely no place for the distraction of a lit phone screen” in the cinema experience, League said. “A firm policy against talking and texting in the cinema is about respect: for the filmmakers and fellow cinephiles of all ages.”
League also called an occasional texting break “much needed therapy.”
AMC’s Aron — a newcomer to the exhibition business — has frequently talked about borrowing ideas from his stints as head of Starwood Hotels, co-owner of the NBA’s Philadelphia 76ers and CEO of Vail Resorts.
While walking back his texting idea, declaring it “relegated to the cutting room floor,” he took a more traditional tack on pleasing AMC audiences.
“In the next few years, we intend to invest more than $1 billion to continuously enhance our theatres and systems,” he said.



