Reuters has an article about possible measures against cellphones in theaters. Industry groups are mulling making requests to the FCC to allow theaters to jam cell phones. Theaters believe that it could be valuable as part of a wider plan to reduce theater nuisances. However currently the FCC prohibits such measures.
This is an indication that theater groups are starting to get it. They have to sell the experience of big-screen moving watching; and fellow theater-goers on their cellphones is definitely part of the problem. I'm sure they have focus group numbers on this type of thing.
I'm not sure that this is the best step to take, but it is indicative that the industry is at least looking in the right direction. --Terrence Ryan