Alamo Drafthouse Axes Beloved Paper Orders
Alamo Drafthouse is replacing its signature pen-and-paper ordering with a phone-based system, sparking backlash from fans who say the move undermines the chain’s anti-phone ethos.
At a Glance
- Alamo Drafthouse will roll out mobile ordering starting February 2025
- The dark-screen app is meant to cut theater distractions
- Fans online call the change “pathetic” and say Sony is “running Alamo into the ground”
- Why it matters: The switch eliminates a ritual that helped define the brand’s cult status
The dine-in chain, acquired by Sony in June 2024, announced the shift in a Jan. 9 press release shared with Variety. Guests will soon browse menus, place orders, and pay from their phones instead of writing requests on paper slips that servers collect during screenings.
Dark-Screen Promise
Company materials say the custom-built platform uses a “dark screen” interface to minimize light pollution inside auditoriums. Executives argue the tool keeps the room dim while speeding up service.
Michael Kustermann, CEO of Alamo Drafthouse Cinema, framed the change as evolution rather than betrayal. “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,” he said.
Staff will still deliver food and drinks to seats. The chain also pledged that no layoffs will follow the transition and that all base wages will stay intact as theaters introduce “newly structured roles for hourly staff.”
Fan Revolt
Reaction on social media was swift and harsh.
- “Forcing everyone to use their phone in a theater that was known for not allowing phones is absolutely pathetic,” one TikTok user wrote.
- “Sony is running Alamo into the ground and it’s already not in a great spot,” another poster said.
- “Too bad I loved drawing on the little papers,” a longtime customer added.
The pen-and-paper method had become a beloved quirk since the company’s founding in 1997, with patrons often doodling or writing jokes alongside their orders.
Policy Still Stands
Despite the tech upgrade, Alamo insists its strict “no talking, no texting” rule remains. Employees will continue to eject disruptive guests, a policy that has fueled the brand’s reputation as a refuge for serious filmgoers.
According to News Of Losangeles, the chain tested mobile ordering in select markets ahead of the wider rollout. After the February debut, the system will reach additional locations throughout 2025.
Marcus L. Bennett contacted Alamo Drafthouse for further comment.
Key Takeaways
- Mobile orders replace a 28-year tradition of handwritten tickets
- The dark-screen app aims to balance convenience with Alamo’s anti-distraction mission
- Fans mourn the loss of a tactile ritual that set the chain apart from competitors
- Sony’s ownership, now seven months old, continues to reshape the brand
Theaters will begin the switch next month, ending an era one paper slip at a time.
