AMC considers allowing texting in movie theaters to attract millenials

SANTA CLARA, Calif. (KGO) -- AMC Theaters is considering allowing people to text message while in theaters.

The CEO of the company said wants to attract millennials. And if done the right way, say by dimming the light phones, or having a section for texters, experts say this could actually work.

The company's CEO told variety magazine that texting may be allowed. "You can't tell a 22-year-old to turn off their cell phone. That's not how they live their life," AMC CEO Adam Aron said. "We're going to have to figure out a way to do it that doesn't disturb today's audiences."

Some millennials are applauding the possibility.

"I think if you're allowing that, I think more people will come," said San Jose resident Miranda Hoang.

That's exactly what AMC wants. There are 80 million millennials in the United States and many don't go to movie theatres.

Consumer psychologist Kit Yarrow studies millennial spending.

"This is a group that can't be ignored and one of the things we know about them psychologically is that they like a lot more stimulation. They like to be doing several things at once," Yarrow said.

"I feel like if they allow it one way or another, people are going to do it anyway," said Cesilia Olivera a Sunnyvale resident.

AMC may set aside a text friendly section or auditorium. Either way, most movie goers hate the idea.

"It's annoying," said Cupertino resident Prashant. "It's texting now, it'll probably get to calls, or Facetime, or whatever."

"If they come to the movies, they should watch the movie," said Sunnyvale resident Rick Stubbs.

AMC is one of the largest theater operators in the country.