PITTSBURGH (KDKA) — We have all been there. You’re enjoying a night at the movie theater, when suddenly, a harsh glow pulls you out of the moment.

Soon, the widely-broken “no texting” rule may cease to exist altogether.

In an interview with Variety, AMC Entertainment CEO Adam Aron explained he has considered allowing texting during screenings to encourage millennials to attend.

“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’,” Aron said to Variety. “You can’t tell a 22-year-old to turn off their cellphone. That’s now how they live their life.”

However, Aron recognized that permitting texting during films would drive many customers crazy.

“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,” he explained. “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.”

After the interview, Aron backed away from the idea of giving in-theater texting the green light.

“We know vast majority of audience wants no texting,” he tweeted. “If ever, we only would pursue in a way we’d be totally confident ALL our guests will fully enjoy movie going experience at AMC.”

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