Alamo Drafthouse

Launching A Brand Extension

Attract new audiences to Alamo Drafthouse Cinema.
Zero tolerance is damaging brand perception.
To deliver this ultimate experience, Alamo Drafthouse Cinema enforces strict rules. Specifically, no talking.
But silence isn’t for everyone. For the 20% of Americans who enjoy talking in movie theaters, this culture is punishing.
What started as a zero-tolerance policy meant to enhance the movie experience has evolved into a reputation that pushes audiences away.
Movie etiquette silences emotion.
For many moviegoers, it’s not just what’s on the screen that stays with us. It’s the shared emotion.
“A rowdy theater for the right movie is a joy.”
Make Alamo Drafthouse Cinema the place to experience movies out loud.

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Attract a new audience to Alamo Drafthouse Cinema.

Good food.

Good beer.

Good film.

Alamo Drafthouse Cinema was built to be the ultimate movie experience with good food, good beer, and good film. Over time, its code of conduct has become just as much a part of the experience.

Because at the Alamo Drafthouse Cinema, movie etiquette isn’t a suggestion; it’s the standard.

To deliver this ultimate experience, they enforce strict rules.

Think jpg code of conduct and all.

And it’s no secret.

They are bluntly unapologetic about their zero-tolerance.

“We have a zero tolerance for talking or cell phone use of any kind during movies, and we aren’t afraid to eject people who break that rule.”

Tim League, Alamo Drafthouse Founder

“We have a zero tolerance for talking or cell phone use of any kind during movies. We will kick you out, promise. We’ve got backup.”

Alamo Drafthouse Code of Conduct

“Occasionally, someone doesn’t follow the rules, and we do, in fact, kick their asses out of our theater.”

Alamo Drafthouse Youtube

It doesn’t stop there.

In 2011, they doubled down, turning a customer’s voicemail into a viral no-talking PSA.

The SparkNotes: “Do you enjoy treating customers like a pieces of sh*t?!”

Problem

What started as a zero-tolerance policy meant to preserve the movie experience has evolved into a reputation that pushes audiences away.

Zero tolerance is damaging brand perception.

Because silence isn’t for everyone.

Non-movie Talkers

For the 80% of Americans who dislike talking during a movie, sure

this culture is peaceful.

*me

Movie Talkers

But for the other 20% who enjoy talking during a movie,

this culture is punishing.

Up to this point, movie theater culture has excluded this audience.

Not for misbehavior, but for being misunderstood.

Insight

For these moviegoers, it’s not just what’s on the screen that stays with us. It’s the shared emotion.

Whether it's the stranger next to you laughing just as hard or the audible gasps, sometimes noise isn't a distraction. It’s the magic of the collective experience that streaming cannot recreate.

Movie etiquette silences emotion.

“A rowdy theater for the right movie is a joy. Or when I attended a sold our showing of RRR, all the “holy shits” and “what the fucks” just made it way more awesome.”

“One of my favorite movie-going experiences was seeing the 40-Year-Old Virgin with a friend of mine who is LOUD. His hysterical, booming laughter made the entire movie funnier.”

“All the laughs, all the surprises, the shock, the fear, the tears will start to finish in the same room. And if you want to truly enjoy the movie, then you’ll have to fully open yourself and be able to release all your feelings without shame.”