Their response will have a profound effect on Teche Area film fans who still enjoy the couple of hours of escape a trip to the movies can provide.
Southern Theatres, which operates the Grand 10 in New Iberia, instituted a companywide zero-tolerance policy for any use of cell phones during the movie presentation. A release from the company said the policy includes “phone calls, e-mails and texting. Moviegoers will be asked to turn their cell phones off or change the setting to vibrate before entering the auditorium.”
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As a devout fan of the movies, I greeted the above press release with a happy sigh of acceptance. Like many others, I enjoy a trip to the movies because of the big screen, huge sound and dark setting that only a theater can provide.
Southern Theatres chief operating officer Ron Krueger, who oversees 18 locations, told me the move is based on the overall guest experience.
“As cell phones and more so the screens for texting and e-mailing have gotten bigger, it’s become more intrusive in the auditorium,” he said. “People are not taking it on themselves to self police themselves on the use of the devices, so we have chosen to ban their use in the auditorium during the feature presentation.”
The policy became official in September. Signs posted at the theaters this month highlight the message.
Krueger said feedback has been positive because the policy is not about forcing patrons to turn cell phones off, adding it’s all about being courteous.
“If you get a call, step out and make the call,” he said. “We understand professionals need to have access and moms and dads need to still be available. Just don’t take the call or text in the auditorium. Everybody is spending money to have a couple of hours of escape. Someone talking on the phone, texting or e-mailing is a distraction from that. We try to provide a great movie-going experience for our guests.”
When informed of Southern’s policy in New Iberia, Mark Vaughn, manager of Broussard’s Celebrity Theater location, welcomed the news.
His theater already has signs at its locations saying no cell phones are allowed in the theaters.
Unfortunately, he said it can be a tough rule to enforce.
“Short of having someone standing at the door telling someone ‘give me the phone’ before they walk in, it is just hard to enforce,” Vaughn said. “We can’t do like the local high schools and just ban them completely.”
The manager stressed it’s not the possession of cell phones the location prohibits, but their use in the auditorium.
Vaughn said the problem is not the ringing or the talking.
“Let’s say you are in the 10th row and there is a bunch of kids on the third row texting, that light is going to light up and bother you the whole time,” he said. “Often when I go in the movie and I see someone texting, I look at them, give the slash motion across the throat and often people (quit). It is just fair to the other people.”
Vaughn said workers try to check auditoriums every 15 minutes to monitor cell phone use.
A week ago, Vaughn did take a cell phone away.
“I asked that individual to shut it off.” he said. “They quite frankly said no. So I said, ‘May I please have your cell phone?’ Of course I returned it at the end of the show.”
My favorite part of going to a movie is when all the lights go out and it is dark.
Phone calls, e-mailing and texting tend to ruin that experience. It’s good to know those few who show no regard for others will be asked to leave.
“When people are texting, you can be on the left side and see someone doing it on the right side,” Vaughn said. “You are going to see that. Is it going to affect your movie? It’s not going to affect the color or picture. It is going to distract you. It’s going to affect the quality of the experience.”
STEPHEN HEMELT is city editor of The Daily Iberian. He can be reached at stephen.hemelt@daily-iberian.com.
Comments
Movie Goer wrote on Oct 15, 2009 1:02 AM: