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Madonna was banned by a US cinema chain for texting at a premiere. But has 'content grazing' changed what's acceptable behaviour?
Madonna parked international headlines, when the music superstar was spotted texting during the New York premiere of Steve McQueen’s highly-anticipated race relations drama, 12 Years A Slave.  Ire ensued, escalating when the famous U.S.-based Alamo Drafthouse cinema chain announced the banning of the controversial artist from their theatres as a form of punishment for her rudeness.

As Alamo founder and CEO Tim League publicly recognised, their response was both serious and tongue-in-cheek, framed to raise awareness of the issue. Of course, many shared the same sentiments; though Madonna’s actions put a high-profile face to changing crowd behavior, the act that caused such attention is a sadly frequent occurrence in film and theatre sessions.

Sarah Ward

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