When movies come out that appeal to the younger generation and kids, I try to go when it is a not a popular time. I do not expect kids to be quiet when a movie is on.
Adults should be mature enough to zip their lips once the movie starts.T
This is another sign of the times that some people are just not caring for the concerns of other.
I would move to another seat to avoid confrontation. It they are so insensitive to the needs of others then I doubt whether they really care to change.
Some people are just in their own world.
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"It doesn't cost "nuttin", to be nice". 
MOM
I just want to do the right thing! Uncle Joe, (my hero).