Is Alamo Drafthouse Just Hard Pivoting to Being Like Any Other Movie Theater???
Alamo Drafthouse just announced a change that will have some fans up in arms. The beloved theater chain is reportedly moving away from the paper and pen style concessions ordering method that many associate with Alamo.
This policy, as it existed, helped reinforce Alamo Drafthouse’s strict No Phones during screenings policies. If you’ve been to a movie theater since 2020, you’re no doubt aware that people are more lax about phone usage in dark theaters than they’ve been in the previous 20 years. Folks got used to being inside and forgot their manners completely in the ensuing time since 2020.
The company said in a release that the change will, “This will reduce distractions (goodbye check drop during the climax) and, in the long term, make the experience even better. Putting ordering control directly in our guests’ hands allows us to move faster and more efficiently, creating a smoother, more responsive experience without added distraction.”
All of that sounds nice, but movie fans, especially the ones that frequent Alamo Drafthouse have their concerns about changing the successful formula. The company is instituting a quote dark screen quote ordering service along with smartphone QR codes to get concessions *preferably* before the movies begin in each screening.
Alamo Drafthouse gets rid of pen and paper ordering
The rest of that press release has a lot of important information for folks that care about movies and how the experience in a theater can be preserved. First of all, the changes don’t go into effect until mid-February. So if you’re looking for the old school model, you might wanna head to an Alamo Drafthouse location before everything goes into effect. On the corporation side, they also stressed that this doesn’t mean they’re changing the rules on texting and talking during the film. That kind of behavior will still get you tossed out of a screening relatively quickly.
Despite all the listed information, Fans like actor Elijah Wood took to social media to express their distaste with the move from the theater chain. Wood wrote, “ A move completely antithetical to the ethos of the Alamo and to those who love the theatrical experience they provide. This is a profound and upsetting mistake @alamodrafthouse.”
Needless to say, there are a lot of folks out there that agree with him. It’s fair to wonder if the changes in efficiency and operations aren’t outweighed with the encroaching presence of screens into a dark theater. After all, there are so few options for people who still want to see a movie in public with others, and don’t want to be interrupted by people posting the most dramatic moment from a film to TikTok. Or worse, talking during the movie!
What do these changes mean for theater-goers?
In the short term, it’s hard to say. As long as Alamo continues to enforce that phone policy, maybe things will be fine. But, I’m not going to sit here and act like the people who are concerned about screens getting any foothold in that business model are overreacting. It’s no secret that any company is always looking to expand, sometimes at the detriment of the folks who helped get them into the position they’re in. Now that dine in theaters are more widespread than they’ve ever been, is Alamo Drafthouse looking to solidify its position at the top of that hierarchy?
These are things you have to ask when you consider changes like this one. Also, the pen and paper orders could legitimately be kicking the workers on the ground’s butts. And, maybe our way of doing things isn’t worth making their days harder? All of these concerns are food for thought for theater goers. We all love the movies, and we’re trying to enjoy them the best we can. But, even the hint of a blinding light coming from a phone screen two rows down might be a bridge too far.
(featured image: Amy E. Price/Getty Images for SXSW)
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