The widespread adoption of smartphones in New Zealand from 2010, and the growing popularity of social media, led to increasing numbers of film patrons texting, tweeting and logging onto Facebook during movies. As discussed in this news report from October 2013, the Metro cinema in Hamilton decided to ban such behaviour because the bright lights and clicks of the smartphones were too disruptive for other movie-goers. It was possible that the entire Hoyts chain of cinemas might follow suit.
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