AMC abandons plan for texting-friendly theaters after wave of backlash

Two days after head of AMC Theatres mulled openly about allowing texting in movie theaters, he says he's heard audience opinion 'loud and clear'

Oops. The idea lasted about as long as a Snapchat text: the head of AMC Theatres mulled openly about creating texting-friendly movie theaters to appeal to smartphone-addicted youngsters. Two days later, after a backlash on social media, the company says it's leaving the idea on "the cutting room floor".

Adam Aron, who became CEO of AMC Entertainment Holdings in December, told Variety magazine for a story Wednesday that the company would consider allowing cellphone use in some theaters to appeal to millennials.