The new head of AMC Entertainment says the movie theater chain may welcome and even encourage customers using cellphones during some screenings.

Speaking to Variety, Adam Aron said the company needed to “reshape” the movie theater product to attract millennials who don’t have the habit of attending movies in the same way as their predecessors. (He apparently hasn’t thought the problem might be charging $14 or more to see a single movie.)

Questioned further he said this might include allowing people to text or use phones, arguing that:

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.

When Variety asked if this could mean designating specific texting sections, Aron said it was more likely an entire screening could be declared “texting friendly.” He did acknowledge the problem would have to be handled carefully because existing moviegoers wouldn’t be happy.

While comment sections are hardly the most reliable form of market research, the responses on Variety’s site suggest that not only are customers against the idea, but it would deter many from attending.