Alamo Drafthouse movie theaters spark revolt over phone policy

Alamo Drafthouse, a popular cinema chain, has recently made a controversial decision to introduce a new ordering policy that allows customers to use their cell phones to buy snacks during films. This move has sparked outrage among moviegoers and critics alike, with many calling on the chain’s chiefs to “save the sanctuary” of the cinema experience.

Previously, customers at Alamo Drafthouse would place their snack orders on a piece of card that would be collected by staff. However, the switch to QR codes for ordering has upset many loyal patrons. Brooklyn filmmaker Miles Warren, 28, expressed his disappointment, stating that adding the phone element to the ordering process goes against the essence of what the theater represents. Warren, who is a member of the chain’s season pass program, is even considering canceling his membership in light of the new policy.

A Change.org petition has been created to urge Alamo Drafthouse to revert to its previous no-phone use policy. The petition, which has garnered 9,000 signatures, emphasizes the importance of maintaining the analog ordering process that set Alamo apart from other cinema chains. The creator of the petition, Brint Davy, highlighted how Alamo Drafthouse was seen as a sanctuary for cinephiles, where the “No Talking, No Texting” rule was strictly enforced.

The shift to smartphone ordering has been described as a betrayal of Alamo’s core values by Davy and other critics. Concerns have been raised about the potential for increased cell phone use during screenings, which goes against the ethos of creating a distraction-free movie-watching experience. Actor Elijah Wood and other cinema-goers have expressed their disappointment with the new policy, labeling it as a profound mistake.

Feedback from customers on platforms like Reddit has been largely negative, with many expressing frustration over the new ordering procedure. Some have criticized the inconvenience of having to use their phones to order snacks during the movie, disrupting the pre-show experience and detracting from the overall relaxation of the cinema-going experience.

Despite the backlash, Alamo Drafthouse remains firm in its decision to implement the new ordering policy. The chain, which was acquired by Sony Pictures Entertainment in 2024, has faced financial challenges in the past but continues to expand its presence in North America.

As discontent among customers grows, it remains to be seen whether Alamo Drafthouse will reconsider its stance on smartphone ordering and listen to the concerns of its loyal patrons. The debate over the use of cell phones in theaters continues to highlight the importance of preserving the traditional movie-watching experience and upholding the sanctity of the cinema as a sacred space for film enthusiasts.