The Austin Film Critics Association (AFCA) strongly condemns the Alamo Drafthouse’s plan to implement a mobile-based ordering system during film screenings.

“Don’t talk. Don’t text.” has been the Drafthouse’s mission statement since its earliest days as a single-screen cinema in Austin. Its growth into a national cinematic institution has been in no small part due to audiences knowing they can have a disturbance-free experience, and that staff will intervene to prevent the distraction of cellphone usage.

Removing the paper option and call buttons for ordering and assistance, instead forcing people to use their phone during screenings, is the antithesis of what made the Drafthouse what it is. As press, we seek to appreciate films in optimal conditions, and this shift does not support that. 

Aside from the simple matter of increased distraction, the new process puts staff in an impossible position of policing the ‘right’ and ‘wrong’ kind of phone usage, opening the system to abuse, and the potential for piracy. This is particularly worrying as Drafthouse locations are often used for festival and pre-release screenings, potentially damaging the ability of filmmakers to get distribution.

Furthermore, we stand with Drafthouse theater staff: replacing human interaction with automation threatens the livelihood of the dedicated workers who are the backbone of the Alamo experience and will diminish the experience for customers.

Moreover, the new process is discriminatory at multiple levels: against those who either do not have or do not wish to have a cell phone, that can’t or don’t want to use online payments, and against customers with disabilities that may require more assistance, especially those with visual impairments that make ‘dark mode’ apps unusable.

As the Drafthouse’s own PSAs put it: keep your devices dark, silent, and out of sight. As a critics association, we ask our PR partners to join us in condemning this shift, and to be cognizant of our position when scheduling press and promotional screenings.