Never believe a venture capitalist who tells you that resistance is futile.
—Alan Jacobs, “Who, Whom?”
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. You can’t tell a 22-year-old to turn off their cellphone. That’s not how they live their life.
At the same time, though, we’re going to have to figure out a way to do it that doesn’t disturb today’s audiences. There’s a reason there are ads up there saying turn off your phone, because today’s moviegoer doesn’t want somebody sitting next to them texting or having their phone on.
–Adam Aron, interviewed by Brent Lang
I will never—ever—go to a cinema if I think there’s even a remote chance of sharing a theater with the “cell phone section.” Why? Read the above quote with a minor modification:
When you tell a 22-year-old to put out their cigarette, don’t ruin the movie, they hear please cut off your left arm above the elbow. You can’t tell a 22-year-old to put out their cigarette. That’s not how they live their life.
At the same time, though, we’re going to have to figure out a way to do it that doesn’t disturb today’s audiences. There’s a reason there are ads up there saying put our your cigarette, because today’s moviegoer doesn’t want somebody sitting next to them coughing or blowing smoke in their face.
How in the world to your reconcile these mutually exclusive audiences? The point is not that it’s patently ridiculous that 22-year-olds live their lives permanently attached to smartphones. (Although it is patently ridiculous. If some 22-year-old thinks giving up his phone is like being asked to cut off his arm above the elbow, I say hand the kid a hacksaw.) The point is that I, as a consumer, as a citizen, value what Matthew Crawford calls the “attentional commons,” largely for the same reason that most Americans who enjoy breathing unpolluted air value the Clean Air Act.
I can’t even imagine what novel forms of attentional pollution cinema chains and telecom advertisers will devise when they know that they have a captive audience in an environment already primed for product placement and surrounded by personalized digital devices. Nor can I imagine the novel forms of rudeness to which my fellow creatures will descend once that barn door is cracked open. If the traditional film continues to exist–one that does not incorporate interactive, smartphone-dependent elements–and it continues to be exhibited in cinema chains, those chains are going to drive away any- and everyone who still goes to the movies for the movie-going experience.
I totally understand that entertainment media evolve all the time, and at some point there will be a sea change in the moviegoing experience. Until that time, though, people like Aron should understand that people like me go to the movies to watch movies, not to dink around on our phones and be distracted by the cancerous pests who do so. Have I made my position perfectly clear?