We have seen all the messages to turn off your cell phones at the movie theater. Most of us do that, but some of us don’t and try to sneak peek at their phone during the movie. AMC Entertainment may allow people to be free with their phones at some of their theaters.
According to Variety, AMC is thinking of making some of their theaters “texting friendly” in an attempt to be a more attractive option to millennial customers who are committed to their smartphones and are likely going to text anyway. AMC’s strategy is that if you can’t beat them, join them.
This strategy isn’t without precedent. In 2012, Regal Entertainment CEO Amy Miles mentioned the possibility of lightening phone restrictions during movies but because the response was so unpopular, that idea never got off the ground. Four years later, things have changed with technology, social media and demographics and AMC is looking at revisiting the topic.
While many will look at this as a distraction, it may not be as bad of an idea as it could be. AMC Entertainment CEO Adam Aron is open to people texting but will likely have a separate theater that’s texting friendly so as to not interrupt anyone else who wish to enjoy the movie without their phone.
In talking about whether this appeals to millennials, Aron said
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.
I mean, I would like to think that’s a bit extreme and millennials can turn off their phone but that’s certainly accurate for a large amount. Even I’m guilty of being addicted to my phone sometimes but that’s mostly because I’m a news junkie and want to know sports scores or stay up with work. I’m also pretty confident I can turn my phone off for a couple hours and not go insane.
But a texting friendly theater separate from the others may be a nice alternative. Not only would it be something extra to offer for theaters to provide to those who would like to use their phone but it could also be a great marketing tool. You probably don’t want to live tweet everything going on in the movie but if people can be one with the movie and interact via social media, that could make for an untapped market in a movie business that’s slowly declining due to TV.
[Variety]
