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You'd like the theatres to innovate in different ways. At least I would.
I think the long term result may be a universal recognition of sovereignty with respect to a private individual's ability to prevent cell phone reception on private property,,,
I don't regularly go to the theatre but I haven't found it to be an issue the past few times I went. What annoyed me more was rushing to show up on time only to have to sit through 10 min of advertisements.
The keynote speech from the individual quoted above didn't specfically mention cell phones. It briefly touched on "rude patrons". The focus of the speech was on more significant issues facing theaters owners like the conversion to digital, release schedules, as well as a blanket statement regarding improving the overall movie going experience.
As part of an overall strategy, I don't see their efforts as being misguided.