It's about TIME! However, I do agree on the inability to enforce and such, but I would say that we should make it in the interest of the theaters, either through fines or incentives, to have ushers reminding people to turn off their phones or by escorting these rude people out of the theater. It's really in the interest of the theaters because the more people who have unhappy theater experiences, the more likely people are just going to start watching their movies out of their homes instead.