Using your phone in the cinema is generally frowned upon, although I don’t think many people care. We get a giant message on screen before the movie begins to remind us to turn off our phones and to not annoy others by using them, but then what do they expect? For you to watch an entire film without checking up on your Instagram Likes even once? Come on!

Featured Image VIA

Well AMC Entertainment CEO Adam Aron has announced that his chain of cinemas (there’s one in Manchester, rolling out the rest of the UK eventually) is set to test out text-friendly cinema screenings because he’s realised millennials can’t keep off their phones these days.

He told Variety:

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.

Instead of a text-friendly section in the actual cinemas, Aron suggests they’ll take ”specific auditoriums and make them more texting friendly.”

Image VIA

Solid idea I guess? It’s a good way to separate the people who actually want to kick back and watch the film from the people who want to piss about on their phones the whole time.

At the same time though if you’re not capable of staying off your phone for a couple hours to watch a film you PAID to watch, then what are you doing in the cinema in the first place? Stay at home and watch Netflix.

Better yet, give this guy a shout and have him build you an awesome Netflix shed in your garden.