Apparently, the small percentage of people who need their cell phone on at all times, and the people that might receive a call that their wife is in labor, their child is hurt, etc etc is less important than the people who would like to watch a movie in total silence.
I've been to quite a few movies in the last few months, and not once was my viewing experience ruined by a cell phone going off. However, if one went off and was an annoyance, i'd politely ask the person to turn it off. Grow a pair here, people.
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