AMC Theater Reverses Controversial Policy Change Amid Nationwide Backlash From Moviegoers
BOLD NEW YORK (AMC Theater) — A major controversy erupted Friday after AMC Theaters, the world’s largest cinema chain, abruptly reversed a newly implemented policy that would have allowed patrons to talk on mobile phones during screenings, following a widespread consumer revolt and a sharp decline in stock value on the New York Stock Exchange.
Who made this decision? AMC Entertainment CEO Adam Aron issued a statement confirming the reversal, citing "overwhelming negative feedback" from the chain's core customer base during a press conference held at the company's headquarters in Leawood, Kansas.
What exactly changed? The policy, announced earlier this week, would have permitted limited phone use, including texting and photo-taking, during specific "conversation-friendly" showings in 60 designated auditoriums across 20 pilot markets. The swift backlash forced the company to scrap the entire initiative within 48 hours.
When did these events occur? The initial policy was introduced on Tuesday, March 11. The company officially rescinded the decision late Thursday evening, effective immediately.
Where was the policy tested? The pilot program was initially scheduled to launch in select AMC locations in New York City, Los Angeles, Chicago, Atlanta, and Dallas, prompting protest campaigns from groups like the National Association of Theatre Owners and cinema etiquette advocates on social media.
Why did this cause such a viral response? Industry analysts reported a 4.7% drop in AMC shares as investors feared permanent damage to the brand's reputation. Social media posts using the hashtag #AMCDisaster generated over 200 million impressions, with major film studios privately threatening to reduce release allocations for AMC screens.
How will AMC Theater proceed? The company has announced a comprehensive review of guest experience protocols, including a new zero-tolerance policy for phone use effective immediately. Analysts now expect AMC to invest in enhanced signal-blocking