Alamo Drafthouse CEO clears the air on that controversial new phone policy

Alamo Drafthouse loyalists are upset over a move to a digital ordering system, but the company says it’s on track to have its best year for box office revenue since 2019. In February, Alamo Drafthouse—the theater chain known for its food and drink service, retro branding, and diverse film programming—started rolling out a major operational change. The brand phased out its on-paper food and drink ordering system for a QR code system that requires viewers to order from their phones. The move was designed to solve a host of operational problems for the brand’s employees and guests.