How Movie Theaters Are Embracing Taylor Swift’s ‘Eras Tour’ Extravaganza: Axing No-Cell Phone Rules, Rushing $1.5 Million Renovations and Merch Galore

How Movie Theaters Are Embracing Taylor Swift’s ‘Eras Tour’ Extravaganza: Axing No-Cell Phone Rules, Rushing $1.5 Million Renovations and Merch Galore

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Since the dawn of cell phones, it’s been taboo to use them at the movies. But for the first time that he can remember, Marcus Theatres president Gregory Marcus is encouraging moviegoers to keep their iPhones in hand and — gasp — even use them for Taylor Swift‘s “Eras Tour” concert film, which…

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