AMC Theatres announced Friday that it is reversing its decision to allow moviegoers to text while in its theaters.

The about-face came just days after AMC CEO Adam Aron sparked controversy when he told Variety magazine that he was considering allowing audiences to text during movies.

AMC said the idea was to attract millennials and stave off declining audiences. The idea was met with strong backlash from filmmakers, other theater owners and moviegoers. They unleashed a torrent of criticism toward AMC on Twitter.

On Friday, AMC said it heard its critics loud and clear, and reiterated that there will be no texting or other cellphone use allowed in any of its theaters.

Instead, AMC said it has other plans to attract more patrons, including investing $1 billion to improve its theaters.