(KTVU) - The head of a major movie theater chain says he's considering allowing people to text during a movie.
The relatively new CEO of AMC Theaters Adam Aron says he's trying to appeal to a younger generation of moviegoers. While the idea isn’t appealing to some, he says he's willing to try out the idea.
In an interview with Variety, Aron says he thinks Millennials could be better served at a theater.
He told the magazine quote, "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."
Aron says that some of the possibilities to catering to Millennials include perhaps having certain sections of a theater where texting and using a cell phone is allowed. Or even having the entire auditorium or theater, text friendly.
He says ideally, he would like to see Millennials go to the movie theater with the same intensity as baby boomers did during their lives.
This is just part of a bigger picture for Aron and AMC in bringing more people to the movies.
AMC released the following statement, "It has been reported that AMC is in the earliest stage of exploring an option of someday having a very limited number of texting-friendly auditoriums. However, given that so many of today's moviegoers are passionate about preserving the purity of watching movies undisturbed in our theatres, there is no specific timeframe as to when we might introduce such a test, if ever.
While we recognize that there is a growing population that is continuously connected to their phones, above all we also remain extremely sensitive that the overwhelming majority of our current audience does not want texting to disrupt their experience. We would only introduce a concept like this when we are totally confident that we can fully satisfy the desires of our current guests."