US cinema giant AMC has decided not to implement a plan that would allow movie-goers to use their mobiles during showings.
The company tweeted the news that it had changed its mind on the scheme in response to the reaction it received from customers.
It said: “We have heard loud and clear that this is a concept our audience does not want.”
NO TEXTING AT AMC. Won't happen. You spoke. We listened. Quickly, that idea has been sent to the cutting room floor. pic.twitter.com/JR0fo5megR
— AMC Theatres (@AMCTheatres) April 15, 2016
With over 400 US outlets and thousands of screens the chain was considering allowing phone use during shows as viewers are increasingly reliant upon second screens in different scenarios.
"In this age of social media, we get feedback from you almost instantaneously," it said in a statement.
"This is an idea we have relegated to the cutting room floor... there will be no texting allowed in any of the auditoriums at AMC Theatres."