Despite Alamo Drafthouse\u2019s famously strict no-phone policy, the dine-in movie theater chain soon will require customers to use smartphones to order food and beverages via QR code.<\/p>\n
Austin-based Alamo says that beginning in mid-February, it\u2019s ditching its longtime old-school ordering system \u2014 jotting down your order on paper, then pressing a call button that summons a server to grab your order and then deliver it.<\/p>\n
\u201cYes, it means you\u2019ll need to use your smartphone and a custom-built ‘dark screen’ to order food or drink during the movie,\u201d Alamo says in an FAQ post<\/a> on its website. \u201cThis doesn\u2019t mean we\u2019re changing our rules on talking or texting during the movie.\u201d<\/p>\n Variety reports that mobile ordering has already been tested in several Alamo markets<\/a> and is expanding to certain other theaters this month, with plans to roll out the system to every theater throughout the year.<\/p>\n Forty-four Alamo theaters operate nationwide, including five in Dallas-Fort Worth<\/a>, five in Austin, one in Katy, and two in San Antonio. The chain\u2019s 45th location is opening soon in Bentonville, Arkansas.<\/p>\n The theater chain says the new digital ordering system \u2014 enabling guests to use a smartphone to browse a digital menu, place an order, and pay for the order \u2014 will improve the Alamo experience. A dark-screen QR code lets you scan the code to tackle ordering tasks while keeping your phone screen extremely dark or mostly black. This prevents \u201cscreen glow,\u201d which can annoy others in a darkened theater.<\/p>\n \u201cPutting ordering control directly in our guests\u2019 hands allows us to move faster and more efficiently, creating a smoother, more responsive experience without added distraction,\u201d Alamo says.<\/p>\n According to Variety, servers will still bring food and beverage orders to guests. And the chain says if you run into a problem with your phone or order, a greeter or manager will be ready to help.<\/p>\n \u201cThere will be newly structured roles for hourly staff at theaters, but this switch to mobile won\u2019t take away any jobs,\u201d Variety reports. \u201cAlamo isn\u2019t implementing any layoffs, and all base wages will remain the same.\u201d<\/p>\n \u201cIt\u2019s worked great in testing so far,\u201d according to Alamo, \u201cand we\u2019ve been pleased that the vast majority of guests use the system quickly and efficiently.\u201d<\/p>\n Alamo stresses that the new ordering system won\u2019t kill the chain\u2019s firmly stated no-phone rule. Therefore, you still won\u2019t be able to scroll social media posts, make or take a phone call, or send a text once Alamo\u2019s no-phone-zone warning pops up on the movie screen. If an Alamo worker catches you violating the policy, you\u2019re ejected immediately without a ticket refund. Alamo says its employees are trained \u201cto distinguish between a dark ordering screen and disruptive phone use.\u201d<\/p>\n The move to mobile ordering is one of the biggest changes at Alamo Drafthouse since Sony Pictures Entertainment bought the chain in 2024<\/a>. Sony didn\u2019t divulge the purchase price, but media outlets estimate it was anywhere from $174 million to $258 million.<\/p>\n