Is Cinema Etiquette Dead? How TikTok and Snapchat Are Ruining the Movie Experience

We’ve all been there. You pay a premium for a movie ticket, grab your popcorn, settle into your seat for some pure cinematic escapism, and—flash. A glowing smartphone screen lights up three rows ahead of you. Someone is recording an Instagram Story of the opening credits. Another person is aggressively Snapchatting a pivotal plot twist to their friends.

With Christopher Nolan’s highly anticipated sci-fi epic The Odyssey hitting IMAX theaters this summer, film fans are bracing for impact. Tickets for the BFI IMAX in Waterloo—the largest cinema screen in the UK—instantly crashed ticketing systems the second they went live. But as the hype builds, so does a collective sense of dread: Is main-character energy officially destroying the theater experience?

According to me 😅 A.M View, cinema etiquette is on track to completely die out this summer. The trend is simple yet frustrating: the bigger the social media hype around a movie, the worse the crowd's behavior becomes.

The "Hype Train" Etiquette Penalty

It used to be that movie theaters were universally respected as sanctuaries of escapism. You turn off your phone, stop talking, and let a story wash over you for two hours.

Post-pandemic, that unwritten contract has unraveled. Film culture has increasingly shifted from an immersive experience to a lifestyle badge. It's no longer just about watching the movie; it's about proving to your followers that you were there on opening night.

We saw this firsthand with recent major cultural releases:

The Obsession Incident: When A.M View caught the horror sensation Obsession, the screening was plagued by casual moviegoers taking photos, filming the screen, and loudly talking through scenes based on TikTok trends they’d seen beforehand.

The Demon Slayer: Infinity Castle Crowds: Anime blockbusters and major franchises attracting a younger demographic face near-constant disruptions, with audiences Snapchatting and recording entire sequences for social clout.

The problem multiplies exponentially when a true "cultural event" movie drops. Because The Odyssey is a massive, event-driven spectacle filmed for IMAX, it’s bound to attract casual crowds who treat a premium cinema hall like a backdrop for their next viral video.

The Golden Rules: How to Not Be "That Person"

Look, nobody wants to be a controlling, hyper-pedantic fun-killer. We are all strangers sharing a public space, and a little excitement is completely fine. But if you’ve forgotten how to behave in a movie theater, let this act as your official checklist for the summer blockbuster season.

1. Arrive Early (Or Be Low-Key)

Before the lights dim

Aim to get to your seat before the trailers end. If traffic or long lines at the concession stand make you late, don't make a scene. Check the theater map on your phone before walking into the pitch-black room so you aren't blinding everyone with your flashlight while searching for row K.

2. Document Before, Not During

Respect the runtime

Take your selfies with your popcorn box, photograph the physical IMAX poster in the lobby, or snap a picture of the screen before the movie actually starts. The second the lights fully dim and the production logos roll, your phone goes into your pocket.

3. Keep the Commentary in Check

Save it for the car ride home

We all have that one friend who gets easily confused by dense plotlines or intricate sci-fi lore. Whispering a quick 2-second clarification is fine—but having an ongoing, full-volume discussion about the narrative defeats the purpose of going to the cinema.

4. Protect the Illusion of Escapism

The golden rule

Remember that the person sitting next to you paid their hard-earned money to escape reality for a couple of hours. Your glowing screen, camera flash, or loud laughter at an inside joke pulls everyone else right out of that magic.

Watching a movie should be pure escapism. We're supposed to escape from reality just for that hour-and-a-half or two-hour time slot. When people constantly feel the need to document it, it ruins it for everyone else."

Are Theaters Doing Enough?

As summer rollouts like The Odyssey and Korea: Sheep in the Box prepare to dominate the box office, the question remains: Should theater chains step in more aggressively? Alamo Drafthouse famously enforces a strict "no talking, no texting" rule where violators are ejected without a refund. Perhaps it's time for major chains worldwide to adopt the same zero-tolerance energy.

Until then, the responsibility falls on us. Let’s protect the cinema experience this summer. Buy the premium IMAX tickets, enjoy the mind-bending visuals, and leave your phone in your pocket. Your followers can wait two hours to find out what you thought of the movie.

What’s your biggest movie theater pet peeve? Have you noticed crowds getting worse post-pandemic? Let us know in the comments below!