Update (April 15, 2016) — AMC will not allow texting in theaters.

(April 14, 2016) – AMC, one of the largest cinema chains in the United States, is considering letting customers use their phones in some theaters.

AMC chief executive Adam Aron told Variety he wants to encourage younger, smartphone savvy consumers to visit their theaters.

“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 cell phone. That’s not how they live their life,” said Aron.

Aron says they would need to find a way to allow the technology without disturbing other audience members. He says one possibility would be to create a certain section for texting, but a better option would be to make separate auditoriums texting friendly.

Aron took to Twitter to elaborate on the comments he made to Variety. He wanted to clarify that AMC would only allow texting if all guests would still fully enjoy their movie going experience.

Press reported we considering a test allowing texts in a VERY FEW screens. We know vast majority of audience wants no texting (1 of 2)

— Adam Aron (@CEOAdam) April 14, 2016

IF ever, we ONLY would pursue in a way we'd be TOTALLY confident ALL our guests will fully enjoy movie going experience at AMC (2 of 2)

— Adam Aron (@CEOAdam) April 14, 2016