AMC Theaters is in damage control following news it might allow texting

AMC Theaters is considering caving to millennials’ needs to constantly be on their phones and allowing texting in some of its theaters.

In an interview with Variety, the chain’s CEO Adam Aron proposed the idea of incorporating “mobile-friendly” theaters at some of its locations, or breaking out a texting section to allow people to stare at their phone instead of the feature presentation.

“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,” Aaron said. “You can’t tell a 22-year-old to turn off their cell phone. That’s not how they live their life.”

He admitted that the bright glows of a screen in a darkened room has the potential to be very annoying, especially to non-millennials (a.k.a. the olds). “There’s a reason there are ads up there saying turn off your phone, because today’s moviegoer doesn’t want somebody sitting next to them texting or having their phone on,” Aaron added.

Aaron, who’s been in the position for just four months, is trying to appeal to a younger base. A recent survey from Nielsen said that people aged 12 to 24 went to the theaters 15 percent less last year compared to the year prior, blaming rising ticket prices and a plethora of on-demand options at home.

Reaction veered negative about the news on Twitter:

Aaron, on Twitter, tried to quickly soothe nerves from people to prevent further anger against his chain:

A similar message was posted on AMC’s Facebook page. Think of what we could do to lower the price of tickets or snacks if we channeled the same outrage.

https://digiday.com/?p=172469

More in Marketing

Digiday+ Research: Publishers anticipate having more time with third-party cookies than marketers

The timeline on which Google will officially kill the third-party cookie is anyone’s guess at this point. According to a Digiday+ Research survey conducted in the second quarter, marketers’ guesses look very different from publishers’.

The Guardian moves closer to being a reader-supported business as it launches new cooking app

The app is being used to provide a compelling offering which encourages readers to support the Guardian more financially, while also reaching new audiences.

Manchester City uses Fortnite to expand its global audience

As Manchester City rolls out its own Fortnite experience, it will have to contend with the fact that this brand new world does not come with a pre-existing user base. To address this problem, the company plans to leverage its network of players and talent to spread the word across their social feeds.