AMC Entertainment is set to become the largest cinema operator in the world when its proposed merger with Carmike will be approved by the end of this year, and the new CEO Adam Aron has some ideas on how to grow even more the attractiveness of the consumers who fall into the category ‘Millennials’, or allowing them to use their mobile phones in the room, for example.
“When you say to a boy of 22 years to extinguish the phone will damage the film, is like asking him to ‘cut his left arm above the elbow’ “said Aron to the site Variety . “You can not say to a boy of 22 years to turn off their cell phone. This is not the way they live their lives.”
Aron believes that AMC needs to “reshape our product some concrete ways so that Millennials can go to the movies with the same degree of attractiveness as a baby boomer [a person born between 1945 and 1964 in North America] has gone to the cinema for a lifetime. “
the CEO of AMC Entertainment is aware that his company is “forced” to find a way to create a way to bring the more ‘consumers cinemas’ Millennials’ or’ Echo Boomers’, those of ‘Generation Y’, those of the new millennium generation or people born between the early eighties and the early years of this decade in the Western world.
when asked if there might be the possibility to have rooms with sections that allow the sending of SMS while watching a movie, Aron responds: “it ‘a chance. the most likely thing is to make the rooms more sms-friendly.”
Imagine how a restaurant in recent years has had to create areas for smoking, so as not to disturb non-smokers at the table: in the cinema that Aron imagines, there will be rooms with areas for those who want to use the phone.
we must however be solved as the light emitted by the cell, which would give discomfort in the dark room: the spectators with the phone in such a case could be locked in a designated area, in a section of the room, but with ‘the glass that does not allow the light of disturbing other spectators in the hall.
But one thing even more ‘logic is this: you’ die ‘if you do not use the phone for the few hours of the film duration for which you paid (expensive) the price of admission? The company came at just the point that even the movies you can ‘live without smartphones?
In the words of Aron, “There’s a reason there are ads that say turn off your phone, because the viewer of today do not want someone sitting next to them to send text messages or use the phone. “
of course, nowadays there are also smartwatch that could disturb as a smartphone hall, and it might be the case that the first promo of the movie start to ask ‘switch off your phone … and even smartwatch’.
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