Social media scored a major victory this morning. AMC Theatres announced that it will no longer consider a controversial plan to allow texting during some screenings after many complained about it.
As previously reported, AMC Entertainment chief Adam Aron told Variety that he would consider allowing audiences to text during some screenings in an effort to attract millennials. He even said he was open to creating special seating in some theaters specifically for people who can’t go two hours without texting.
The idea was quickly mocked and derided on social media, eventually forcing AMC to assure its customers that the idea will never happen. Instead, Aron said in a statement that the company will invest $1 billion to keep updating theaters. Aron’s statement reads:
“During the past few days, you may have heard media reports about another idea AMC Theatres was considering, testing whether some movie goers might want texting allowed in a small selection of our theatres. Unlike the many AMC advancements you have applauded, we have heard loud and clear that this is a concept our audiences do not want. In this age of social media, we get feedback from you almost instantaneously and as such, we are constantly listening. Accordingly, just as instantaneously, this is an idea that we have relegated to the cutting room floor.”
If anything, this victory proved there are still moviegoers who want to watch movies in a theater without distractions.
NO TEXTING AT AMC. Won't happen. You spoke. We listened. Quickly, that idea has been sent to the cutting room floor. pic.twitter.com/JR0fo5megR
— AMC Theatres (@AMCTheatres) April 15, 2016