If you’re a movie lover on social media, you’ve probably noticed an unsettling trend: audiences treating theatres like their personal living rooms. The release of Wicked seems to have amplified this, with a viral post of someone snapping a photo of the title card and encouraging others to do it, and other people even singing along during the film. At the same time all this was happening during Wicked, I was watching fight scenes in the coliseum during Gladiator II while someone played Candy Crush on their phone a few rows down from me.
If that’s not bad enough, celebrities like Cynthia Erivo and Dwayne “The Rock” Johnson have encouraged disruptive behaviour during movies, blurring the lines of what’s acceptable at the theatre. It feels like people no longer know how to behave in crowds, and this problem is particularly pronounced in movie theatres. While Broadway offers sing-along performances to cater to audience participation, they also set clear boundaries for regular showings. Similarly, some movie theatres have hosted designated sing-along screenings, yet disruptions still occur during non-sing-along showings. So why does this happen when we’re simply trying to enjoy a movie on the big screen?
Before we get into this more deeply, I’m going to state my bias up front. I speak for everyone at Screen Love Affair when I say that we firmly believe that using your phone or talking (let alone singing) in the theatre is completely unacceptable.
Watching a movie in a theatre is a communal experience, shared by every person in the theatre watching the movie with you. The moment you start using your phone or talking loudly during a movie, you’re negatively impacting every other person in the theatre with you. Whether it’s having to listen to somebody’s conversation drown out the audio from the movie or being distracted by the bright light of a phone that even people in the back row can see, these distractions make it hard to focus on the reason we’re here in the first place: to watch a movie on the big screen, in a dark room, and free from the distractions of the outside world.
Because going to the movies is a communal experience, we have to have a mutual respect for each other, and what I’ve seen lately on social media demonstrates that that respect is nowhere to be found.
When Did Theatre Etiquette Go Off Script?
Theatre etiquette issues are nothing new. As long as movie theatres have existed, people have been talking in them. But things weren’t always this bad. Decades ago, watching a movie was akin to attending a live performance. Audiences were expected to sit silently, immersing themselves in the story on screen. Whispering was frowned upon, and the thought of opening a bag of candy during a quiet scene—risking even the slightest noise—was almost unthinkable.
I first noticed a major change when I was younger and watched Marvel movies in theatres. These films brought something different to theatres, offering a new kind of experience on the big screen. Martin Scorsese famously likened superhero movies to “theme park rides,” and it’s easy to see why. Attending a Marvel movie during opening weekend can feel like a communal celebration as fans show up in costumes, cheer, and even scream at pivotal moments. These movies are designed to amplify that energy, with perfectly timed applause breaks built in for those “epic” scenes. It’s almost impossible not to get caught up in the enthusiasm during a screening like that. Anyone who grew up with these films will remember how electric the opening weekend of Avengers: Endgame was, and the sheer excitement it inspired.
Beyond Marvel, concert movies have also blown up more recently, with Taylor Swift and Beyoncé being two of the biggest examples that come to mind. These things existing aren’t the problem, but it demonstrates that, like everything over time, the theatre-going experience is changing.
The real issue is that we’ve had a generation of moviegoers that have grown up with these kinds of movies and think this is the way that all movies are meant to be experienced. After all, if people are screaming and cheering the whole time, what’s a quick glance at your phone or chat with your friend?
These days, bad theatre etiquette is rampant and inescapable, even when you’re watching a more traditional kind of film. For example, I went to see Gladiator II in IMAX recently with some friends and it was an incredibly frustrating experience. Seated behind us were a group of friends that were leaning over each other and talking loudly and consistently throughout the movie. If that wasn’t bad enough, someone near the front of the theatre pulled their phone out regularly with the brightness incredibly high to play games on their phone. Someone else was constantly pulling their phone out to seemingly check the time, while another person near the front was recording certain moments of the movie.
What can we do in situations like this? Well I turned around to politely request the people behind us not talk during the movie. I had to turn around two more times (growing less polite with each turn) until they finally stopped. But there was nothing I could do about the phones. I was seated too far away to say anything without disrupting other people. To do anything, I would have had to move past 20 other people on either side of me as I was seated in the middle of a row, and then walk around talking to each individual person, or leave to go get a theatre employee. Is it fair to me or any other paying customer to have to do that, though? Absolutely not.
It’s not just one bad experience, either. I constantly see phones at nearly every movie I watch in theatres, hear people talking as if they’re the only ones there, and I even sat near more than one person who actually answered a phone call in the middle of a movie.
These interruptions don’t just distract; they shatter the shared emotional journey that makes cinema magical. A great film draws the audience into another world. Every ringing phone or flash of light pulls us back into reality, breaking the illusion and diminishing the experience for everyone.
Cineplex Under the Spotlight
This brings me to a recent CBC article, titled “Wicked brought phones to theatres. They’re probably here to stay.” If you thought the headline was discouraging, wait until you read the comments from Robert Cousins, Cineplex’s senior vice-president of film, who’s quoted in the article.
Cousins says the kind of behaviour I just outlined isn’t a degradation of theatre etiquette at all, but “different types of behaviour that we’ve seen in other forms of entertainment [that] are filtering their way into the experience.” That’s a creative way to say that theatre etiquette is, in fact, degrading.
Cousins also says that they will not have workers scold guests during a movie as that would be “too distracting”. This is a baffling statement, considering that an usher can approach someone on their phone and quietly let them know to put their phone away or be asked to leave. I’d certainly rather deal with that once or twice during a movie than having to watch bright lights constantly shining at me. It seems people on X would agree with me too. We ran a poll that asked, “How should movie theatres handle people that use their phones during a movie?” and I think those results speak for themselves.
Canadian moviegoers weren’t thrilled with this article, either. Whether it’s the comment section of the CBC article or the r/cineplex subreddit, readers were quick to share their feelings.
It’s frankly stunning to read this from a high level executive at Canada’s largest theatre chain. This type of inaction will have significant consequences on the theatre experience at Cineplex cinemas. The last thing Cousins said is, “I would only hope that social norms that we’ve all accepted over the years would be what makes you behave in a certain way.”
The Rise and Fall of Tommy Texter
Let’s talk about those norms a bit.
What I find most disappointing about Cousins’ last comment is that Cineplex seems completely unwilling to do anything about reaffirming the social norms that make a theatre experience special.
If you went to the movies at a Cineplex theatre in the 2000s and early 2010’s you might remember seeing PSAs played before movies that featured figures like Tommy Texter, among others, meant to discourage common disruptive behaviours at the movies. I’m left wondering why I haven’t seen these videos, or anything like them, play before a movie at Cineplex in years, given just how impactful they can be.
For example, the Tommy Texter video says, “If you feel the need to text or email someone during the movie, don’t do it. That bright light and clicking is annoying to everyone around you. Don’t be a ‘Tommy Texter’. Let everyone enjoy the show!”
Clear, simple, and memorable. It’s just a beautiful PSA. It reaffirms the rules to people and is a powerful tool to shame people into better behaviour. The top comment on the video even highlights this:
Beautiful, isn’t it?
By my count, I’ve seen over 80 movies in a theatre so far this year, and most of those have been at Cineplex theatres. Through all of those trips, there has never been a single PSA on proper behaviour in the theatre. Not one. Not even a simple title card to remind people to silence or turn off their phones, as they do at local independent cinemas like Cinéma du Parc.
Solutions for a Better Theatre Experience
So what can be done to make our moviegoing experience better? Well, if you’re seeing a movie at a Cineplex theatre, based on what Cineplex’s senior VP of film had to say, it sounds like you’re on your own.
We reached out to Cineplex about this, hoping for some clarification. When asked if Cineplex was concerned that poor theatre etiquette could discourage regular moviegoers from attending, Cineplex told us: “In response to the recent social media conversation around Wicked, it wasn’t a concern or issue for us at Cineplex.”
We also spoke to Chaya Rosenthal, the Chief Marketing Officer at Alamo Drafthouse, who had a different take. “We fully believe that those types of distractions do impact audience satisfaction, which is why our strict no-talking and no-texting policy has been in place since nearly the very beginning.”
During my trip to Austin, Texas for the Austin Film Festival, I got to see Anora at the Alamo Drafthouse in South Lamar and I was incredibly impressed. From funny and creative displays in the hallway of the theatre to even showing a short film during the pre-show to discourage phone use in the theatre, the Alamo Drafthouse gets creative and is deadly serious about bad theatre etiquette.
We asked what other steps Alamo Drafthouse takes to remind patrons of their zero-tolerance policy, and Rosenthanl told us, “We start every show with a “Don’t Talk PSA” followed by a reminder that this theater is now a quiet zone.”
We asked Cineplex if they are concerned that their inaction might force moviegoers to take matters into their own hands and how they view their responsibility in preventing such scenarios. Their response: “The safety of our guests and employees is always our highest priority. We have a guest code of conduct on our website and we encourage concerned guests to connect with a cast member on-site or guest services if they witness disruptive behaviour that negatively impacts their movie-going experience.” But even if you do leave the theatre to find an employee (and miss a chunk of the movie you paid to see), I’m not convinced any satisfactory action would be taken, especially when Cousins has already said workers won’t address disruptive guests during a movie because it would be “too distracting.”
That means that the solution starts with us as moviegoers. If you witness a disruption, politely remind the person to stop talking or put away their phone. When I feel compelled to address bad behaviour in a theatre, I always start off very politely, even if the offense is particularly egregious. In my experience, most people prefer to not see phones in a theatre or hear people talking, so when someone speaks up, there’s usually plenty of support for your efforts. Of course, you should not feel compelled to do something that makes you feel uncomfortable or unsafe. I realize it’s easy for me as a guy that’s 6’2” to ask people to stop texting in a movie without being worried about a reaction, but definitely never do anything that can lead to a confrontation.
It wasn’t all bad news from Cineplex, though. They also confirmed to us that, “there are plans to bring back beloved characters like Tommy Texter and Sally Soundtrack.”
While it’s nice to hear that we will get the return of the Tommy Texter PSAs, I think there is much more that theatres can do to prevent this sort of issue, and it would require little effort from them.
And listen, I’m not some dinosaur stuck in his ways, loudly fighting against change that I don’t like. I’m only 29 years old after all, and I saw every single Marvel movie leading up to and including Avengers: Endgame in theatres on opening weekends with massive sold-out crowds. I think that experience should be allowed to exist in a theatre! And while I’ve never been to a concert movie, I can imagine why you would want to be up to dance and sing at one.
The solution to me seems obvious: create dedicated showtimes for these things. If you want to sing along with Wicked, then buy a ticket for a specific showing where that sort of behaviour is encouraged. Is it the opening weekend for the latest Marvel movie? Make it clear to the people buying tickets that those specific showings are expected to have an active and loud audience and that it’s part of the experience. Is Taylor Swift releasing the Eras Tour movie in theatres? Let those Swifties sing and dance their hearts out, but maybe offer a showing or two for the Swifties that may prefer to just sit back and watch the show, free of other distractions.
Alamo Drafthouse already does this, by the way, as Rosenthal told us, “We even have official Sing-Alongs screenings with lyrics on screen where you’re definitely encouraged to sing.” Even AMC Theatres, another American theatre chain, set up dedicated sing-along screenings of Wicked and enforced their “silence is golden” rule at regular screenings.
As for the rest of the movies? Remind people about what normal theatre etiquette is all about. Put your phones away, don’t talk until after the movie is over, and just sit back and enjoy a break from the world. Set those rules and enforce them. Even in the screenings where certain behaviour is permitted, you can still play PSAs stating what is allowed, which can further act as a reminder to people that this isn’t the norm for every movie you’ll see in a theatre.
Also, I know a big thing about recording clips and photos in the movie is about having content for social media, but if you really need that, there are plenty of alternatives! Keep an eye out for different movie displays in the lobby, like the Barbie box that popped up at Cineplex for Barbie’s theatrical run, or simply take a picture of the poster. There are plenty of opportunities to get good content while still showing respect to other people who are at the theatre to watch a movie.
“Our approach to enforcing movie theater etiquette is indeed distinct and effective in creating a unique, immersive experience,” said Rosenthal. “Fundamentally, it’s all about respect – respecting the films, the filmmakers, and fellow moviegoers who paid for a ticket who deserve an immersive experience. I think the take-away is that enforcing etiquette doesn’t necessarily drive customers away. In fact, it can attract a dedicated audience who values the experience.”
Maybe it’s time more of our theatres North of the border took a page out of their books.
It’s Up to Us to Keep Cinema Alive
I get asked a lot about why I go to the theatre so much and I always talk about a quote from James Cameron:
Going to a movie theater is less about the size of the screen and the perfection of the sound system and it’s more about a decision to not multitask.
I think that’s the critical part that people are missing. You’re making a deal between yourself and a piece of art to give it your full attention.
I think without a doubt, that’s the single biggest factor. What’s possible at a theatre is simply not replicable at home. You can have a good experience watching a movie at home, no doubt. But whether it’s your dog or cat, the lights in the house, the ease of access to your phone, or even your roommate, all of these things break your immersion and don’t allow you to fully experience a film. Having a bigger screen and better audio than what most people have at home just further enhances the experience.
If we allow theatres to become extensions of our living rooms, where people are free to talk and use their phones as they want, then we’re destroying the traditional theatre experience. At a time when theatres are still struggling to recover from the pandemic and fight off streaming platforms, it’s more critical than ever to provide a meaningful experience to moviegoers that justifies the price.
Like we said at the beginning of this article, it all comes down to respect. Instead of following their lead and making simple changes—like I suggested in this article about adding special showtimes, playing PSAs before movies, and enforcing rules in the theatre—the big chains are investing $2.2 billion dollars to add ziplines and pickleball to theatres. I’m not kidding. I’m sure some of that money will go to upgrading projectors, sound systems, and seats, but ultimately, without more meaningful changes geared towards preserving a unique cinematic experience, these are just desperate swings from dying institutions.
In the meantime, there are still reasons to be hopeful. Independent theatres exist all over the place and they’re much more willing to ensure a positive theatre experience for their patrons. If you also care about having an ideal theatre experience, support your local independent theatres. I make a point of visiting these theatres as often as I can in Montreal and when I travel as well.
We spoke with Roxanne Sayegh, the General Manager of Cinéma du Parc, Cinéma du Musée, and Cinéma Beaubien here in Montreal, and she confirmed that our anecdotal experience at those theatres reflects a broader trend. When asked if audiences at her theatres have different expectations of theatre etiquette compared to larger chains, she said, “I think they do, our patrons do have a high level of expectations in terms of screening conditions.” She also agreed that independent cinemas play a unique role in preserving traditional movie-going norms. While these theatres tend to attract moviegoers less likely to be disruptive, Sayegh added, “Our staff does regular visits in the theatres during screenings and will intervene if aware of [disruptive] situation[s].”
These theatres need—and truly deserve—our support now more than ever. Every time I step into one to watch a movie, I’m reminded of just how essential they are for all of us.
The fight to preserve the theatre-going experience isn’t over, and it’s worth every effort. Theatres should be sanctuaries for storytelling, offering a collective escape from the noise of the world. By championing independent theatres, advocating for clear etiquette rules, and calling out disruptive behavior, we can ensure the magic of cinema remains intact. Let’s stand together as moviegoers to demand better from the big chains and celebrate the places that already get it right.
The next time you hear a phone or chatter during a film, remember: we all have a role in saving cinema. Speak up and lead by example. Because in the end, the cinematic experience is worth protecting, not just for ourselves, but for the generations of film lovers still to come.
Adriana Wiszniewska