AMC may allow texting in some theaters (Update: they have nixed this idea)
The movie industry is trying to adapt to new technology as you know. We can watch almost anything, anywhere except for first run movies in our homes and on the go on our devices. It’s even changing to the point where we will probably be able to rent first run movies at home soon at a premium. This should give us the opportunity to pause the show to go to the bathroom (although there’s an app for that*), get snacks and just not go through the hassle of traveling to watch a film with friends and family. There are a lot of inconveniences to watching movies away from home, not least of which (to some people) is the fact that we’re expected to turn off our phones for two hours. In a new interview with Variety, AMC head Adam Aron said that they’re looking into ways to allow texting during movies. AMC is now the world’s largest theater chain after their acquisition of Carmike Cinemas last month, so this is significant. Would appealing to millennials involve allowing texting or cellphone use Yes. 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. You can’t tell a 22-year-old to turn off their cellphone. That’s not how they live their life. At the same time, though, we’re going to have to figure out a way to do it that doesn’t disturb today’s audiences. 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. Would you have a certain section for texting? That’s one possibility. What may be more likely is we take specific auditoriums and make them more texting friendly. [From Variety] Variety also asked Aron about The Screening Room, which would allow consumers to rent first run films at home. (Creator Sean Parker has been trying to make deals with theater chains for a cut of the profits.) He wouldn’t comment, simply saying that he prefers “To keep our counsel private right now.” As far as checking phones and texting during movies, I was watching American Hustle when the news came through that Philip Seymour Hoffman had died. Bedhead had been trying to contact me. I know an extra two hours doesn’t make that much of a difference but I felt like I missed this sad news. So now I check my phone a few times during a movie. I’m careful to sit away from people if possible, I have the sound turned off and in the winter I’ll only check it under a poncho or oversized sweater to block the light from my phone. In the summer I just bring a light jacket or poke my head under my shirt. This is a good idea to allow texting I think, as long as it’s disclosed to everyone and moviegoers have a choice whether to attend texting-allowed movies or sit in that section. Maybe they can provide little blocking devices that you put in your lap where you can only see the light from your phone at certain angles. This doesn’t seem that hard to implement. Also, theaters should specify that all sounds must be turned off. No one wants to hear that tap-tap. Update: AMC has issued a statement saying that they have “Heard loud and clear that this is a concept our audience does not want” and that they will not be implementing this idea. I have also heard from you that it is very rude of me to check my phone, even under a sweater, while in a movie. I will stop doing this and have taken your feedback to heart. 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 *Thanks CL for the tip! Photos credit: WENN.com
