AMC backs off texting-friendly movie theaters after backlash

LOS ANGELES -- Movie goers were quick to shoot down the idea of texting-friendly theaters at the world's largest movie theater chain.

AMC Entertainment CEO Adam Aron told Variety he was open to the idea of creating separate auditoriums that would be texting-friendly -- but feedback on social media caused him to change his mind.

Aron was trying to figure out a way to accommodate millennials who'd rather cut off their arm than turn off their phone.

He said it was hard to convince younger people to turn off their cellphones, even during a movie. The company wanted to be responsive to that problem, while at the same time figure out a way to not disturb other audience members.

"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 Variety. "You can't tell a 22-year-old to turn off their cellphone. That's not how they live their life."

But a statement from AMC issued after the CEO's interview began gaining public attention Friday backed off the idea altogether:

"Unlike many AMC advancements that you have applauded, we have heard loud and clear that this is a concept our audience does not want," Aron said. "With your advice in hand, there will be NO TEXTING ALLOWED in any of the auditoriums at AMC Theatres. Not today, not tomorrow and not in the foreseeable future."