AMC Theatres Will Not Allow Texting After Backlash

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Apr 15, 2016 4:18 PM CUT

Movie Theater Chains AMC And Loews To Merge

NEW YORK - JUNE 21: Pedestrians pass an AMC movie theater in Times Square June 21, 2005 in New York City. AMC Entertainment Inc. announced plans to acquire Loews Cineplex Entertainment Corp. to form a combined company called AMC Entertainment Inc. which will have interests in about 450 movie theaters. (Photo by Mario Tama/Getty Images)

NEW YORK - JUNE 21: Pedestrians pass an AMC movie theater in Times Square June 21, 2005 in New York City. AMC Entertainment Inc. announced plans to acquire Loews Cineplex Entertainment Corp. to form a combined company called AMC Entertainment Inc. which will have interests in about 450 movie theaters. (Photo by Mario Tama/Getty Images)Getty Images

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Apr 15, 2016 4:18 PM CUT

Texting will continue to be banned from AMC movie theaters, the chain announced Friday, following widespread backlash to an interview where the company’s CEO suggested certain auditoriums may be made “more texting friendly.”

“During the last few days, you may have heard media reports about another idea AMC Theaters was considering, testing whether some movie goers might want texting allowed in a small selection of our theaters,” CEO Adam Aron wrote in a statement. “We have heard loud and clear that this is a concept our audience does not want”

“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,” said Aron.

Instead, Aron says the company will invest more than $1 billion over the next few years into theatre renovations, including enhanced sound, more large screens and an improved customer rewards program.