People Freaked Out When AMC Theaters Floated a Pro-Texting Policy for Movies, So It Reversed Course

A brief brouhaha

AMC Theaters floated the idea of changing its policy to allow texting during movies this week, and it lasted about as long as a Snapchat message. 

Speaking with Variety on Wednesday, AMC Theaters CEO Adam Aron hinted that his company would make the move. "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,'" Aron told the publication.

Complaints poured in via social media and other channels in a matter of hours. 

So today, the Leawood, Kan.-based company essentially reversed course. 

Indeed, it's been a whirlwind week for AMC, as it tries to attract young consumers who'd rather stare at their smartphones than look at the big screen.

Meanwhile, the brouhaha also exposed the fact that some folks on Twitter believe AMC Theatres is doing a bad job policing texting during movies. The brand can't catch a break.