During the recent CinemaCon event held on April 3, 2025, Regal Entertainment Group’s CEO, Eduardo Acuna, sparked a heated debate by proposing controversial changes to the movie viewing experience. In a discussion moderated by Puck News journalist Matthew Belloni, Acuna expressed his ideas about creating a more relaxed atmosphere in theaters, suggesting that texting and smoking should be permitted. His remarks were made in the context of attracting younger audiences and adapting to changing consumer habits.
“I’ve heard that we should bring back younger audiences by having texting auditoriums, and that we should sell weed in our theaters, and we should do all these other things… Listen, I’m not saying we’re never gonna test it. We should test everything!”
Following Acuna’s comments, a post went viral on X (formerly Twitter) by user @raphousetv2, which prompted backlash from many users. Critics pointed out the declining quality of films as a more pressing concern. One user sarcastically suggested:
“How bout a good movie? Art is dead.”
This sentiment was echoed by others, with numerous posts highlighting the negative implications of allowing smoking and texting in theatres. One user articulated strong opposition, stating:
“No. PLEASE! Why tf would me or any children in my family wanna be sitting around smoking in a theater?”
Other comments reflected a broader worry regarding the state of the movie industry, with remarks such as:
“Hollywood doesn’t make good movies anymore. That is the biggest issue.”
“Movie industry is definitely dying.”
Conversely, some users expressed support for Acuna’s proposals, with a few seeing merit in allowing smoking in theatres, arguing it might enhance the experience for some patrons. One enthusiastic supporter remarked:
“YES U DEFINITELY SHOULD LET PEOPLE SMOKE AND ITS LEGAL IN CERTAIN STATES THAT WILL HAVE PPL COME TO THE MOVIES HIGH WATCHING THAT BIG A*S SCREEN OR SH*T IN 3 D LOL.”
Discussion on the 45-Day Theatrical Window
In addition to his controversial statements, Acuna also addressed the topic of the 45-day theatrical window at the same CinemaCon panel. Alongside industry leaders such as Tom Quin from Neon and Peter Levinsohn of NBC Universal, Acuna responded to inquiries about the standard practices regarding film releases.
“In my life, I don’t think I have ever said to any studio, ‘I will not play your movie.’ I hope it doesn’t get to that, but I do think there’s momentum for a 45-day window.”
Reflecting on the industry’s future, Acuna emphasized the importance of not compromising the long-term health of cinema for short-term gains:
“Let’s not jeopardize the long-term health of the industry for a short term gain.”
Acuna’s remarks extend to concerns over training audiences to expect home releases shortly after theatrical showings, potentially eroding box office attendance.
Another area mentioned during the discussion, highlighted by Belloni, was the marketing strategies surrounding films. Suggestions included reducing the quantity of pre-show advertisements, shortening trailers, and enhancing the overall quality of in-theater promotions.
As the discourse unfolds, Regal’s CEO has not yet provided commentary on the public’s reactions to his recent statements, leaving industry watchers eager to learn more about the company’s direction.