The idea of allowing texting in theaters came and went this week after moviegoers collectively agreed to take their coins to another company if AMC Entertainment’s CEO Adam Aron pursued his plans to have separate areas for mobile use.
USA Today reports the company released an official statement on Friday (April 15) following Aron’s interview with Variety which hinted the idea would be one of many the company would enact in plans to update the theater experience for millennial consumers.
“We need to reshape our product in some concrete ways so that millennials go to movie theaters with the same degree of intensity as baby boomers went to movie theaters throughout their lives,” he said.
After consumers threatened to watch Suicide Squad or the next romantic comedy in theaters owned by other companies, AMC scrapped the idea. “We have heard loud and clear this is a concept our audience does not want,” Aron said in a statement.
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
Aron also took to Twitter to clarify the statements he made in his interview.
Since Aron’s entrance into the company four months ago, the company is working to lure more people to the movies with a $1 billion budget that will bring better food choices and other initiatives.