The Alamo Drafthouse has become a distinct way to experience a night out at the movies. Rather than popcorn from the concession stand and stadium seating, the Texas-based movie theater chain allowed audiences a full menu of delicious dinners, desserts, theater mainstays, and even alcohol, with relaxing recliners. Attendees could order through a pen-and-paper system, writing their orders down, even while the movie was playing, and the waitstaff would come by to get it, ensuring it was placed and delivered directly to the guest in their seat.
Alamo Drafthouse theaters were even notorious for their strict policy against using phones or being a disturbance to other guests. The pen-and-paper system was also where moviegoers could jot down complaints about noisy guests, which the waitstaff would take to management, who held fast to their rules. However, the pen-and-paper system is going by the wayside in favor of an entirely mobile-based one.
In a press release (via Variety), Alamo Drafthouse announced that the fully digital order system would be implemented in February. It is noted to be a “dark screen” system, cutting down on light in the theater as guests browse the menu, place their orders, and even pay. The change will do away with one of the theater chain’s most iconic features, while still attempting to adhere to their strict “no talking, no texting” policies. Michael Kustermann, CEO of Alamo Drafthouse Cinema, stated:
“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. This new service model is a custom, smart, and flexible way to strengthen our long-term health, protect our future, and ensure we can continue serving our guests, supporting our team, and reaffirming our love of cinema for years to come, no matter what’s happening around us.”
The Age of No Phones in Alamo Drafthouse Theaters Is Dead
Alamo Drafthouse wanted to quell fears that it may cost employees their jobs, as the digital system could cut down on the need for waitstaff. There are currently no layoffs planned, but the press release pointed out their aim toward “efficiency,” stating:
“Alamo Drafthouse’s new approach aims to improve efficiency while continuing to protect what makes the brand special: an elevated, immersive, and a more distraction-free way to enjoy movies.”
While many may see the digital ordering system as a win for convenience, there are bigger concerns at play. The changes already come alongside the uncertainties of the Netflix and Warner Bros. acquisition, which poses a threat to theaters. While layoffs aren’t currently planned, that doesn’t mean they won’t happen. It could also see hourly employees facing slashed hours in an economy where they need more. The Alamo Drafthouse noted they wanted to provide “a more distraction-free way to enjoy movies,” which feels like an oxymoronic statement as introducing an avenue for every customer to be on their phone inherently poses the exact opposite experience.
The waitstaff will also still be delivering food, ducking between rows to do their best not to be seen as they deliver food. Therefore, it doesn’t cut down on that potential distraction either. While it may provide some noticeable conveniences for customers, the move reeks of corporate decision-making attempting to hide under the guise of exciting features, likely due to Sony’s acquisition of the chain. What is known, is that the one theater chain audiences could rely on to keep phones hidden, just blatantly gave up on their greatest selling point, and the beloved pen-and-paper ordering system went with it.