AMC Theatres learned the hard way that the customer is always right.
The company's CEO Adam Aron revealed earlier this week that AMC was considering allowing moviegoers to text in theaters, in hopes of attracting more millennials to its locations.
Consumers, however, balked at the notion, taking to social media to criticize AMC.
The company backpedaled on Friday, revealing it will implement a stricter no-texting policy.
"Unlike the many AMC advancements that you have applauded, we have heard loud and clear that this is a concept our audience does not want," Aron said in a statement. "In this age of social media, we get feedback from you almost instantaneously and as such, we are constantly listening. Accordingly, just as instantaneously, this is an idea that we have relegated to the cutting room floor."
Aron also noted that the company is slated to invest more than $1 billion in theater enhancements in the next few years.