Everyone loves texting, but nobody likes it in the movie theater.  The screens are too bright, people don’t mute their phones, and it’s just a whole lot of annoying.  It’s also happening on a regular basis, and it seems like some movie theater chains are tired of fighting the good fight and are increasingly becoming willing to give up and give in.  The world’s largest movie theater chain might be throwing in the towel.  AMC is considering allowing texting in movie 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 cellphone. That’s not how they live their life,” said AMC Ceo Adam Aron in an interview with Variety. “We’re going to have to figure out a way to do it that doesn’t disturb today’s audiences. There’s a reason there are ads up there saying turn off your phone, because today’s moviegoer doesn’t want somebody sitting next to them texting or having their phone on.”

Rather than allowing people to text on their phones, let’s make it worth their while not to text.  There are already reward programs, like Cinemark Cinemode, that reward people for not using their phones.  Maybe that’s the right step to take, rather than just shrugging and throwing all movie etiquette out the window.