Outline:
A well-known film venue group based in Austin is implementing a significant shift in its operations.
Alamo Drafthouse has recently revealed plans to launch a mobile-only order system in February. This marks a change from the cinemas’ traditional method of customers placing their orders with pens and paper forms.
The organization states that the purpose of the change is to reduce interruptions in its cinemas, although numerous film viewers are expressing concerns about the adjustment.
What exactly is changing?
Starting next month, Alamo Drafthouse venues across the country will introduce a “custom-designed dark-screen mobile ordering system,” according to the company. This system is intended to let guests view the entire menu, place orders before and during movies, and pay using a QR code from their smartphones. The new method will take the place of the usual paper-and-pen ordering process. Food and beverages will continue to be brought directly to customers’ seats.
The company states that the new model is designed to boost efficiency while “maintaining what makes the brand unique: an enhanced, engaging, and more focused way to experience films.” Alamo Drafthouse reports it has observed “very encouraging outcomes” thus far concerning quicker service through the mobile ordering system.
We keep evolving, as we have to, to preserve the Alamo movie-going experience as the entertainment world changes, while never forgetting who we are,” said Michael Kustermann, CEO of Alamo Drafthouse, in a press release. “Giving our guests control over ordering allows us to operate more quickly and effectively, resulting in a better, more adaptable experience without extra distractions. This new service approach is a tailored, intelligent, and adaptable way to boost our long-term success, safeguard our future, and ensure we can keep serving our guests, supporting our staff, and reinforcing our passion for film for many years ahead, regardless of what’s happening around us.
The company mentions that if a guest encounters issues with their phone or order, help will be accessible. The company stated that “greeters” will be on hand when movie attendees arrive to address inquiries and suggest menu items. After scanning the QR code, there will be an option labeled “Request Service.” When selected, a staff member will approach the table to assist with any questions that arise during the film.
Alamo Drafthouse announced that the mobile ordering system will be introduced at certain theaters in February, with intentions to implement it across all 45 of its locations nationwide by 2026.
What about Alamo Drafthouse’s policy against texting or talking?
Alamo Drafthouse states that this change will not affect its well-known policy of prohibiting conversation and texting while watching films.
The company states that although using mobile devices in the dark will be permitted, activities such as scrolling through social media, recording the screen, making phone calls, talking, arriving late, and causing disturbances will still not be allowed.
For more details, Alamo Drafthouse has an FAQ pageon its website about the move towards mobile-only ordering.
What are audience reactions to the modification?
The reaction on social media to Alamo Drafthouse’s announcement has been largely unfavorable.
One threadOn the Alamo Drafthouse subreddit, there are almost 500 comments, featuring conversations about terminating Season Pass memberships.
Since Alamo Drafthouse announced on Friday, itsnational and Austin-specificInstagram profiles have shared approximately a dozen posts that are not related to mobile ordering. The comments on every post are filled with movie fans who are dissatisfied with the upcoming changes.
The Alamo is the only cinema we’ve visited since 2017. Nine years of exclusively using Alamo with a season pass. We’ll stop going once cell phones are permitted during the film. If I wanted to use my phone during a movie, I’d just stay at home,one comment readsMore employees, fewer devices.
“Alamo is empty when you switch to QR codes,” another comment states.On the same post, a commenter stated, “Include me in the group of people who might cancel their season pass if you switch to phone reservations at theaters. One of the key reasons I go to Alamo showings is because there are no phones or conversations during the films.”
Some have even put their name to aChange.org petition to “preserve the sanctuary” and request Alamo Drafthouse to maintain the pen-and-paper reservation system.