AMC Movie Theater will becoming the largest movie theater operator in the world when its merger with Carmike Cinemas goes through later this year. It’s important to stay above the curve and ahead of the game in any business these days, but especially the movie industry. With on demand services, RedBox, and even Netflix, it makes watching movies at home a lot more affordable and comfortable these days. CEO Adam Aron has some ideas about how to grow their brand even further to combat that. His latest idea is to appeal more to millennials and let them use their phones, for instance.

"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 in a recent interview.

The CEO is aware that his 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, Aron said that's one possibility, but what he sees as a more likely plan is to take specific auditoriums and make them more texting-friendly.

I hope the auditoriums are very clearly marked from hundreds of feet away so I don’t accidentally set foot in one. It drives me crazy when I’m watching a movie in the theater and see the bright lights from phone screens constantly. I understand if you have kids at home and need to be accessible, but walk out of the theater so you don’t disrupt other patrons!

Are you a “movie theater phone user”? Would you use a specifically designated auditorium for phone use during a movie?