Alamo Drafthouse, a cinema chain known for its dine-in experience and strict "no-phones" policy during films, is facing patron backlash over its recent shift to a mobile food ordering system. The change, implemented in January, replaces the previous method of servers taking orders with pen and paper.
Theatergoers have expressed dissatisfaction with the new phone-based ordering, a system that contrasts with the chain's long-standing rule against phone use during screenings. However, Alamo Drafthouse maintains that the new technology is designed to improve the overall customer experience and operational efficiency.
System Enhancements and Benefits
The company is working to integrate features such as Alamo Victory loyalty points and discounts for season pass holders into the new system. Additionally, the rollout of "tap payments" for credit cards aims to streamline transactions in the dark cinema environment, reducing disruptions for other moviegoers.
A source familiar with the situation emphasized that the new mobile ordering system has directly benefited Alamo employees. The transition has reportedly increased the number of orders processed, leading to higher take-home pay for staff. The old pen-and-paper method was described as archaic, while the new mobile plan is seen as a way to "future-proof" the business.
Expansion into Film Distribution
In parallel with the operational changes, Alamo Drafthouse has also introduced "Alamo Exclusives," a new distribution program aimed at showcasing festival films that have not secured wider distribution deals. This initiative allows the cinema to champion independent and filmmaker-driven movies.
According to an Alamo source, the company is not acquiring films outright but is partnering with producers to screen these movies at Alamo theaters. The hope is that successful screenings could lead to broader distribution opportunities for the films.
The first film to be released under the Alamo Exclusives banner is "Butthole Surfers: The Hole Truth and Nothing Butt," a music documentary about the Texas punk band. The film premiered at last year's SXSW festival and is slated to debut in theaters on July 21. The company is reportedly in discussions for additional film deals.
"It gives us another way to champion filmmaker-driven films that deserve to be discovered and connect them with the wider Alamo Drafthouse audience," said CEO Michael Kustermann in a statement. Alamo Drafthouse pioneered the dine-in movie theater experience and is known for hosting screenings and events, particularly for films favored by cinephiles.