Alamo Drafthouse Makes Major Change to Ordering Process, and Movie-Goers Are Upset

Alamo Drafthouse is making a notable change to the way moviegoers order food and drinks, rolling out a new mobile ordering system designed to reduce interruptions during screenings.

According to a press release shared with Variety on Friday, Jan. 9, the Texas-based dine-in theater chain will begin introducing a digital ordering platform starting in February. The system will allow guests to browse the menu, place orders before and during the movie and pay directly from their phones, replacing the chain’s long-standing pen-and-paper ordering method.

The company, which was acquired by Sony in June 2024, says the custom-built platform uses a “dark screen” interface intended to minimize light in the theater, addressing concerns about phone use during films. Despite the shift, Alamo Drafthouse emphasized that its famously strict “no talking, no texting” policy will remain in effect and continue to be enforced by staff.

“Alamo Drafthouse’s new approach aims to improve efficiency while continuing to protect what makes the brand special: an elevated, immersive and a more distraction-free way to enjoy movies,” the company said in its statement to the outlet.

While orders will now be placed digitally, food and drinks will still be delivered directly to guests’ seats by servers. Alamo Drafthouse also stressed that the transition will not result in layoffs, noting that all base wages will remain the same even as theaters introduce newly structured roles for hourly staff.

Michael Kustermann, CEO of Alamo Drafthouse Cinema, said the move reflects the company’s effort to adapt while preserving its core identity. “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,” explained Kustermann in a statement.

PEOPLE reached out to Alamo Drafthouse for comment.

With the pen-and-paper ordering method being a long-beloved feature of The Alamo experience, fans of the chain shared their disappointment about the news on social, noting that the digital aspect of the new offering is “forcing everyone to use their phone in a theater that was known for not allowing phones is absolutely pathetic,” wrote a TikTok user.

“Sony is running Alamo into the ground and it’s already not in a great spot,” wrote another person, followed by “too bad i loved drawing on the little papers,” from another.

The mobile ordering system has already been tested in select markets and is set to expand at certain locations in January, ahead of a broader rollout across all theaters throughout the year.