Regal Entertainment CEO Amy Miles says that her chain currently discourages cell phone use “but if we had a movie that appealed to a younger demographic, we could test some of these concepts.” For example, she says that the chain talked about being more flexible about cell phone use at some screens that showed 21 Jump Street. “You’re trying to figure out if there’s something you can offer in the theater that I would not find appealing but my 18 year old son” might.

Utterly stupid. Even I don't text or tweet in the cinema and I'm pretty attached to my phone. Films are to be enjoyed, the minute you pull out your phone to check the time, tweet or text, the film is clearly not holding your attention and it's probably better to just walk out.