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There is a special place in hell for those who text in 100 per cent brightness during a movie, and that place may now be open to the public.

In a bid to be more down with the youth, AMC Entertainment is hoping to implement phone-friendly screenings for “young people who don’t like spending two hours away from their phone.”

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CEO Adam Aron said to Variety, “When you tell a 22-year-old to turn off the phone, don’t ruin the movie, they hear ‘please cut off your left arm above the elbow.'”

Surprisingly, he did not add: “We’re AMC / And we’re here to say / We’re gonna do content / The Millennial way.” He did, however, say, “You can’t tell a 22-year-old to turn off their cellphone. That’s not how they live their life.”

But it won’t be easy. AMC will need “to reshape our product in some concrete ways so that millennials go to movie theatres with the same degree of intensity as baby boomers went to movie theatres throughout their lives,” Aron said, adding that the company is “going to have to figure out a way to do it that doesn’t disturb today’s audiences.”

When asked whether there might be certain sections that allow texting, he replied: “That’s one possibility. What may be more likely is we take specific auditoriums and make them more texting-friendly.”

It’s unclear what that would look like, but one thing is clear: AMC isn’t a regular theatre, it’s a cool theatre — and so not for adults.