Alamo Drafthouse sparked controversy with its announcement of a change to its long-standing prohibition on phone use in its theatres. The dine-in circuit has expanded over the years by establishing a loyal following among moviegoers, in part by offering a full menu of dining options with a wide selection of beers, wines, and mixed drinks. However, many would argue that its strict policy of “no talking or texting” during film screenings has played an equally important role in its success, establishing an interruption-free movie screening environment for cinephiles.
However, the exhibitor’s CEO, Michael Kustermann, announced this week an update to its “no phone” policy, allowing patrons to order food and drinks with their phones by scanning a QR code as an alternative to using a pen and paper write out their order.
While Kustermann has framed the change as an improvement that will reduce distractions in the auditorium, the company has received backlash from some customers who feel that it will encourage “people to pull out their phones” while the movie is playing. Criticism has not been limited to a few cranky moviegoers, but also includes actors, directors, movie critics, and the unions that represent Alamo Drafthouse servers.
Many are saying that the move is “antithetical” to the Alamo’s brand, made by new management that entered the picture after Sony acquired the circuit in mid-2024. It will be interesting to see how the company responds to these concerns, whether it adjusts its newly announced policy on phone use.
