Austin Film Critics Slam Alamo Drafthouse's Mobile Ordering Plan

Association president calls the decision a "gross self-inflicted wound" that could damage the theater chain's reputation.

Jan. 29, 2026 at 10:47am

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The movie theater chain Alamo Drafthouse is set to replace its paper-based concessions ordering system with a mobile phone interface, a move that has drawn strong opposition from the Austin Film Critics Association (AFCA). The AFCA, which represents 36 professional film critics in the Austin area, says the decision is an "inversion of the entire strategy that's built them a fan base" and could open the door to phone usage and piracy during screenings, particularly at festival and pre-release events.

Why it matters

Alamo Drafthouse has built a loyal following by strictly enforcing a no-phone policy, which the AFCA says has been key to the theater chain's success. The critics argue that allowing phone usage during movies, even for ordering concessions, could damage the distraction-free experience that Alamo Drafthouse is known for and undermine its reputation among film lovers.

The details

Starting in February, Alamo Drafthouse patrons will be required to order food and drinks via their smartphones both before and during movies. Previously, servers would collect written orders on paper. The AFCA says this "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." The association has asked film PR teams to keep these concerns in mind when planning screenings at Alamo Drafthouse locations, particularly during events like the South by Southwest festival.

  • Alamo Drafthouse's new mobile ordering system will be implemented in February 2026.

The players

Austin Film Critics Association (AFCA)

A group representing 36 professional film critics in the Austin, Texas metro area who write for local, national and international publications.

Jon Partridge

President of the Austin Film Critics Association.

Alamo Drafthouse

A movie theater chain based in Austin, Texas that is known for its strict no-phone policy and providing a distraction-free moviegoing experience.

Elijah Wood

Actor known for his role as Frodo Baggins in "The Lord of the Rings" film trilogy, who shared the AFCA's statement criticizing Alamo Drafthouse's decision.

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What they’re saying

“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.”

— Austin Film Critics Association (newsnationnow.com)

“It's an inversion of the entire strategy that's built them a fan base, a body of support. The decision ... is a gross self-inflicted wound and it's going to be interesting to see how that pans out in terms of long-term support.”

— Jon Partridge, President, Austin Film Critics Association (newsnationnow.com)

“a misguided blunder”

— Elijah Wood (Instagram)

What’s next

The Austin Film Critics Association has asked film PR teams to keep their concerns in mind when planning screenings at Alamo Drafthouse locations, particularly during the upcoming South by Southwest festival in March.

The takeaway

Alamo Drafthouse's decision to replace its paper-based concessions ordering system with mobile phones has drawn strong backlash from local film critics, who argue it could undermine the theater chain's reputation for providing a distraction-free moviegoing experience and open the door to potential issues like phone usage and piracy during screenings.