Alamo Drafthouse, the popular movie theater chain known for its strict no-phone policy, is facing significant backlash after introducing a new mobile ordering system that requires patrons to use their smartphones during films.
Background of the Policy Change
Founded in Austin, Texas, in 1997, Alamo Drafthouse built a cult following by promising to 'create the best cinematic experience in the world.' A key feature was the ability to order food and drinks via pen-and-paper cards and call buttons, with servers delivering items to seats. However, in February, the company retired this analog system and shifted to QR code ordering at all times.
Fan and Celebrity Criticism
The change has drawn harsh criticism from fans who argue it undermines the theater's ethos. Actor Elijah Wood voiced his displeasure on X, calling the move 'completely antithetical to the ethos of the Alamo' and a 'profound and upsetting mistake.' A petition on Change.org demanding the reinstatement of the analog system has garnered over 8,000 signatures. The petition states: 'We don't want an app, a QR code, or an auditorium filled with glowing screens. We want the scratch of a tiny pen on a recycled slip of paper.'
Company Defense
Alamo Drafthouse insists the new method improves efficiency. In an announcement, the company said: 'Yes, it means you'll need to use your smartphone and a custom-built "dark screen" to order food or drink during the movie. This doesn't mean we're changing our rules on talking or texting during the movie. 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.'
Mixed Reactions from Moviegoers
Online, opinions are divided. One Reddit user complained: 'The experience of trying to enter my credit card number on my phone in a dark movie theater while the movie is playing before I can order anything is truly horrible.' Another wrote: 'You can't even get a water anymore without giving a credit card number. And it doesn't use your saved card from the app. And it doesn't save for next time so you need to do it again at your next movie. So annoying.' A third added: 'It's not just the food though. It's also the disturbance of people having to enter their CC info during a movie. And also the principle of the thing. Alamo used to actually be a fun place to see a movie.'
However, some patrons support the change. One wrote: 'A much bigger problem is the decline in food quality and menu options. Mobile ordering doesn't bother me at all. It's not a distraction and works just fine.' Another said: 'People just hate change. It's so easy to use, not distracting at all (I would argue the previous method was much more distracting) and so much more efficient than pen and paper.' A third commented: 'Y'all, just pregame and sneak some food in lol.'
The Daily Mail has contacted Alamo Drafthouse for comment.
