US cinema chain AMC set to allow customers to text during films
One of the largest cinema chains in the US is considering letting customers use their mobile phones during films, BBC reports.
AMC chief executive Adam Aron said he wanted to encourage so-called millennials to visit the cinema.
He told Variety magazine: "You can't tell a 22-year-old to turn off their cellphone. That's not how they live their life."
But he said he would have to find a solution that did not disturb other movie-goers.
AMC operates almost 400 cinemas in the United States, with more than 5,000 screens. The chain also has a UK multi-screen complex in Manchester.
In February the firm announced its intention to buy rival Carmike, which will make it the largest cinema chain in the US.
But Mr Aron said young adults today were not visiting the cinema as much as their parents did when they were young.