EL PASO, Texas (KTSM) — In less than two weeks, the two Alamo Drafthouse Cinema locations in El Paso will operate as Flix Brewhouse, becoming the first city nationwide to host three first-run cinema brewery locations.

In a media briefing on Tuesday, Feb. 10, Flix Brewhouse announced the acquisition of four locations in Texas formerly operated by Triple Tap Ventures as a franchise of Alamo Drafthouse.

El Paso’s Alamo Drafthouse Cinema to become Flix Brewhouse

The new Flix Brewhouses include two in El Paso — 250 Montecillo Blvd. and 12351 Pellicano Dr. — one in Katy, Texas, and the other in Lubbock. This transition will increase the company’s national footprint from 11 to 15 locations and 129 screens across six states.

“This feels sudden to the public, but it certainly hasn’t been,” Robertson said. “We’ve been working on this for over a year, navigating franchise relationships and making sure the timing was right,” Chief Executive Officer of Flix Brewhouse, said.

As part of the rebranding, all former Alamo Drafthouse employees at the affected locations have been offered jobs with Flix Brewhouse, according to Robertson. Leadership teams have already accepted, with hourly staff onboarding underway this week.

“Our teams are the most important part of what we do,” Robertson said. “We’re excited to welcome every one of them to Team Flix.” He noted that there are currently around 300 employees.

Robertson said the company’s original El Paso location, which opened in 2019, has performed so well that expanding made sense.

“We love El Paso,” Robertson said. “There’s enough distance between the three locations that we couldn’t say no. Now we can serve parts of the city where people may not have been able to visit us before.”

While the newly acquired theaters will open later this month, renovations will continue throughout the year. Upgrades include new seating, projection equipment, decor, and signage. Robertson said all locations are expected to be fully renovated and operating as Flix Brewhouse theaters by the end of 2026.

Customers can expect Flix Brewhouse’s existing menu and pricing structure, with ticket prices remaining largely unchanged. The company said it will work with customers who hold Alamo Drafthouse gift cards to provide alternative forms of value, such as movie passes and concessions, though direct gift card exchanges will not be possible.

However, the Mesa El Paso location is known to have problems when operating as Alamo Drafthouse due to the unfinished construction in the area. Robertson answered KTSM’s question about the troubled location. He said Flix Brewhouse does not control the property outside the theater but is aware of the ongoing issues.

He acknowledged the area is not where it ultimately wants it to be, but said it willingly took on the location. Robertson noted that discussions are ongoing between the landlord and the city about long-term improvements, including plans to enhance the appearance of the area and fill vacant storefronts. While no timeline has been set, he hopes its dining-and-movie experience will encourage guests to focus on the theater itself rather than the exterior.

The rebranded locations will open on February 23 in time for “Scream 7.” Presale tickets will be available starting February 13 on the Flix website, according to the company.

Flix Brewhouse also plans to bring its signature programming to the new locations, including themed Fan Fest events, First Fest screenings, family-friendly Flix Junior showings, loyalty screenings, and “Secret Flicks,” where moviegoers don’t know the title in advance.

Robertson described the Flix Brewhouse experience as more than just a movie.

“We’re a night out,” he said. “It’s a chance to unplug, settle into a recliner, have a great meal, and escape for a couple of hours.”

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