Denver Alamo Drafthouse Workers Protest New QR Ordering System

Employees say the technology is hurting the moviegoing experience and threatening service jobs.

Apr. 5, 2026 at 6:36pm

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Workers at the Alamo Drafthouse cinema in Denver's Sloan's Lake neighborhood are protesting a new QR code ordering system that allows customers to order food from their phones instead of through servers. Union members say the change is cutting into hours, impacting tips, and reducing the face-to-face interaction the theater is known for, potentially leading to the displacement of service roles.

Why it matters

The dispute highlights the growing tension between technology and the traditional movie theater experience, as well as concerns about the impact of automation on service industry jobs. Alamo Drafthouse is known for its focus on creating a unique, immersive experience for moviegoers, so this shift could significantly alter the brand's identity.

The details

Employees have been picketing outside the theater, protesting the recently introduced QR code system. Union members with the Alamo Collective say the change is cutting into hours, impacting tips, and reducing the kind of face-to-face interaction the theater is known for. Some customers also expressed frustration, saying the technology is getting in the way of the movie-going experience. Workers say they've been negotiating a contract with the company since September 2024, asking for better working conditions, but the rollout of the QR system has only made things more tense. Union leaders believe the system could eventually replace service roles altogether.

  • The QR code ordering system was recently introduced at the Alamo Drafthouse in Denver's Sloan's Lake neighborhood.
  • Workers have been picketing outside the theater since the new system was implemented.
  • The union has been negotiating a contract with the company since September 2024.

The players

Alamo Drafthouse

A popular cinema chain known for its unique, immersive moviegoing experience, including food and drink service.

Alamo Collective

The union representing workers at the Alamo Drafthouse in Denver, who are pushing back against the new QR code ordering system.

Josh Reitze

A union member with the Alamo Collective, who says the new technology is encroaching on person-to-person interactions.

Katie Hansen

A longtime Alamo Drafthouse employee who says her role has shifted to helping customers navigate the new app instead of delivering food.

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What they’re saying

“Technology is really beginning to encroach on a lot of our day-to-day, person-to-person interactions.”

— Josh Reitze, Union member, Alamo Collective

“Technology is just getting in the way. There's only one screen you should be paying attention to during a movie.”

— Moviegoer

“If I go to a theater, it's because I want to see people.”

— Moviegoer

“We believe that it's in place to displace workers and create a worse dining experience.”

— Josh Reitze, Union member, Alamo Collective

“I clock in for movie lovers. I expect to spend my day creating a great experience people want to come back to.”

— Katie Hansen, Alamo Drafthouse employee

What’s next

The union is expected to meet with the company again on April 7 as negotiations continue. Meanwhile, momentum is building with workers at the Westminster location recently voting to join the union.

The takeaway

This dispute highlights the broader tension between technology and the traditional service industry, as well as concerns about the impact of automation on jobs. The Alamo Drafthouse is known for its unique, immersive moviegoing experience, so this shift could significantly alter the brand's identity and the livelihoods of its long-serving employees.