Despite the fact that most theatre chains run PSAs and make it clear that they do not support texting in theatres, very few seem to have the balls to do anything to stop it. The Alamo Drafthouse uses their hardline stance to generate goodwill with serious cinephiles, but most other theatres don’t want to risk upsetting the coveted 18 to 24 demographic that makes up the majority of their business. Instead they just sit back and allow texting to happen, putting the onus on other customers to confront or complain. But could there a more elegant solution to the problem? This month Cinemark Theatres are adopting a reverse psychology approach: rather than punishing the wrongdoers, they have decided to reward moviegoers who don’t text during movies. Sad or smart? You tell me.

According to Deadline, this week Cinemark has launched a new program called CineMode that will offer coupons to customers who refrain from texting during a movie. The program involves downloading an iPhone or Android app that they activate before the movie starts. The app will prompt them to put the phone on vibrate, dim the screen, and if they stay in “CineMode” for the duration of the film, it will automatically award digital coupons afterward.

Considering that customers will earn discounts for essentially doing nothing, overall it’s a pretty sweet deal. However, it does rely on raising awareness of the app, which may be more difficult for occasional moviegoers. Also, depending on how much the coupons are worth, some moviegoers might still prefer to keep texting anyway. What do you think, is this an innovative solution to the problem or is it just plain backwards? Can you actually see CineMode working?