That's just letting them win!
I admit to checking my phone during movies. But when I do it, I never stick it in front of my face. I just barely take it out of my pocket and tilt it up slightly and look down at it so that the light only hits my side. Just in case it's an emergency. I don't respond otherwise.
Of course, if I had a chance to go to the Alamo Drafthouse, I'd leave the phone in the car. Hehehe