In a small-but-mighty move to protect the movie-going experience, Alamo Drafthouse has announced plans to do away with its pen-and-paper ordering for a new mobile system. Now, just do something about selling folks Twizzlers and we’re golden!
Beginning in February, the Texas-based chain of dine-in theaters will move to an entirely digital ordering system at their 35 or so theaters nationwide. Featuring a dark screen to minimize disruptions/distractions, the new system will let guests browse, order, and pay their tab in one handy screen. The system has already been beta-tested at certain theaters beginning this month.
“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,” Alamo Drafthouse said via a press release.
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And in an age of rampant automation, worry not: The delivery of your Guinness and large nachos will still be handled by Alamo Drafthouse’s team members, with Variety noting that the company won’t be “implementing any layoffs, and all base wages will remain the same.” That ought to make those two buckets of popcorn go down a little easier, yeah?
In the same press release, CEO Michael Kustermann said the move comes as Alamo Drafthouse works to maintain their image and standing as a sanctuary for true moviergoers even as the theatrical landscape continues to evolve in new and occasionally unseen ways.
“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,” Kustermann said. “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.”
Alamo is certainly no stranger to the seismic shifts in the theater business, as the company filed for Chapter 11 bankruptcy in 2021. (The company was later acquired by Sony Pictures in a “landmark deal” for the movie theater sector.) Since COVID-19-enforced closures, the movie industry has had an especially difficult time in rebounding. Per a 2024 NRG industry study, just 25% of people attend the movies every month, compared to 40% prior to COVID. As such, major theater chains have had to shut down; per TheWrap, AMC alone closed some 169 locations between 2019 and 2024.
While you prepare for your next movie outing, revisit Liz Shannon Miller’s 2025 essay about how theaters, including Alamo Drafthouse, are re-releasing older films to drum up renewed support for the theater-going experience.
