Adam Aron , CEO of AMC ( “ American Movie Classics “), proposed the ‘construction of several cinema “ phone Friendly “, dedicated – exclusively – to those who feel the urge to have to use your smartphone during the screening of a film. According to the entrepreneur, it comes to an industrial strategy, designed to bring the big screen to the younger audience.
Take all away, but not my phone. Although reminiscent of the famous advertisement of a clock, the quote could play for one recourse slogans. In fact, in recent decades, the smartphone has become an essential accessory and socially identification, especially for children who can not, in any way, to do without it.
The announcement comes directly dall’Amc, one of the largest chains of US multiplex, which boasts the installation of five thousand screens in the United States: “ When you ask a 22 year old to turn off your phone so as not to disturb the film, it is as if you were saying to amputate the left arm at the elbow “said Adam Aron in the light of data which demonstrate the use / misuse of the abuse by the new generation device. “ You can not ask a 22 year old to turn off the phone. It is not the way young people live their lives. We must find a way to make this happen, without disturbing the audience who want to enjoy the movie “. In other words, it would be enough of the reserved areas “ phone Friendly .”
bringing us to the movies, we all have noticed the presence of some signs – placed at the entrance or inside the halls – that invite the audience to turn off or mute your phone. The basis of this warning, it places the assumption that the viewer does not want next to him someone who is able to distract him during the screening of the film. Therefore, in this context, finds fertile ground the possibility of a set-up for specific areas, called “ phone-friendly .”
“ One option could be the creation auditorium intended for millennials. Places where youngsters can chat while the film is broadcast , “specified the AMC CEO. Basically, the aim would be to prevent the multiplex is transformed into a place of conflict between viewers with age and different habits and, in particular, a different threshold of attention: the latter, in fact, could be jeopardized because of the light emitted from the display, the writing of endless messages and even the selfie snapped in the middle of the show.
the mobile phone addiction is evident for all to see. Suffice to say that, often, this tool will also be used at times when his services are not needed at all. For example, expose it in plain sight on the table during meals to capture the dishes that will be published, strictly in real time on social networks.
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