Now we all love sending a text, me as much as the next person. However, certain places were always a safe haven away from the constant ‘in touch’ modern lifestyles we all enjoy. I could board a plane and know that I was to enjoy a period of ‘me’ or ‘family’ time away from the sound of another text coming through.

Another safe haven was the darkened cinema theatre. A trip to the movies was a cast iron guarantee that the trusty mobile would not be beeping and buzzing. We have all seen the advert informing that it was not time to turn off the mobile and sit back and enjoy the film. I was only too happy to comply.

However, I have been alarmed to read that it has been muted that mobile phones are to be allowed into cinemas, with customers allowed to text during films. The implications are just too much to contemplate. If this is allowed I envisage a trip to the movies will be like stumbling into a field alight with fireflies. Please nooo!!

The first reports came out from the US cinema chain AMC. Now AMC are a US chain, but they also own a multi-screen complex in Manchester, so it was feasible we could have seen this terrible idea hit our shores. The companies new chief executive Adam Aron muted that to encourage and attract a younger, smartphone-savvy consumers, he was open to making some cinemas texting and mobile device-friendly. In an interview, he said, “can’t tell a 22-year-old to turn off their cellphone. That’s not how they live their life. 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,” he had explained in an interview with Variety magazine.

Now, of course, times change, and in particular, the younger generation does spend a huge amount of their life on their phone, but surely these controversial plans can go ahead.

I, for one, was not happy!!

Well, wishes, do come true!! The idea was very badly received on social media, with a huge outpouring of horror and the cinema chain was bombarded with messages against the idea.


The cinema chain has now admitted the idea had not gone down well with audiences.

“In this age of social media, we get feedback from you almost instantaneously,” it said in a statement.

“This is an idea we have relegated to the cutting room floor… there will be no texting allowed in any of the auditoriums at AMC Theatres. We have heard loud and clear that this is a concept our audience does not want,”

Delighted film fans welcomed the news online.

“Bravo for making the right decision,” said one tweeter called Kristin.

“Thank you so much. I love you guys for this,” added Shavonne.

We love our tech here at Comms Express, but for me, this was one technology advancement too far!