AMC Theater cuts texting

In my two previous posts, I have been talking about AMC Theaters CEO Adam Aron’s recent interview with Variety in which he said that the movie theater chain would be “open” to allowing texting in some of AMC’s theaters.

I, like so many others, was against this idea, mainly because the movie theater remains one of the last few public places where texting and device usage is frowned upon. It’s almost sacrilege that someone would even suggest the idea!

But, as it turns out, there was no need to panic.  AMC and Aron quickly abandoned the idea when social media posters overwhelmingly urged AMC not to create this policy.

Originally, I hadn’t intended for this to be a PR case study, but it quickly became one. these are the questions I came up with:

AMC Theaters PR case study questions:

  1. Because AMC dropped the idea of texting altogether so quickly, do you think there was any market research done on this prior to Aron’s interview? Or do you think AMC’s Aron jumped the gun?
  2. Could it be possible Aron intentionally leaked the idea of texting during movies in order to use social media as free market research?
  3. If you answered “yes” to the above question, do you believe that this will become a trend in the corporate world, and what impact could this have on marketing and public relations research?
  4. How well would you rate AMC’s public relations response to social media in this case?
  5. How would you explain the relationship between marketing and public relations in this case?

As usual, all respectful and constructive dialog is welcome and needed.

Thanks for reading and answering my questions.



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