That's a shame
I was quite happy to let the Free Market sort this one out.
Either there's a substantial number of potential-movie-goers who think that texting in movie theatres is a reasonable thing to do...
... or there isn't.
If there is, then why shouldn't those people be served? Nobody is forced to go to a show that's advertised as 'text-allowed'. You don't like it, don't go to those shows. Problem solved.
If there isn't an audience for it, then the trial would be a failure and the cinemas would go back to normal.
Either way, there was nothing to lose and potentially something to gain. And now that's been robbed from us by stroppy pre-millennials on Twitter. Pity.