But that stuff isn't strictly unique anymore; there are other dinner-and-movie chains.
What really makes them special is all their auxiliary stuff. Before a movie, instead of ads they show relevant obscure video clips that are funny and/or interesting. Before a superhero movie they might show relevant action figure commercials from the 80s, or clips of goofy unlicensed knockoff movies that they found on YouTube, etc. Famously, you're not allowed to talk/text once a movie is playing [1]. They'll have themed cocktails and food for movies that are currently showing. Every month they pick a selection of classic movies and do showings of those throughout. Sometimes they'll bring in an actor or the director for after-screening Q&A. For cult hits they'll do themed "movie parties" where everybody's encouraged to quote/sing-along, and often there are props. We went to a Monty Python and the Holy Grail party where everyone was given, among other things, coconut shells to clap. We saw Hackers on the big screen (which was incredible in its own right), and everyone was encouraged to wear their best hacker-punk getups and then they had a costume contest (and we got to take home floppy disks with "HACK THE PLANET" emblazoned on them). We saw Akira on the big screen (!!) and they had a synchronized laser-lightshow in the theater. We went to an "anime brunch" they did several Sunday mornings in a row where they'd pick a genre of anime and show four or five episodes from different shows and you could order coffee and stuff and it only cost $5 at the door.
And the person hosting/organizing these events always comes up to the front and talks about the thing you're going to be watching. They're personally invested. They geek out, telling anecdotes from their own life and giving background on why people love this thing so much. It gets you excited even if you've never heard of it before.
Everything - even the decorations and marketing - gives you the distinct sense that everyone calling the shots at this company is super into movies, and their enthusiasm is contagious even if you don't consider yourself an enthusiast
[1] Except at movie-parties, which are all about audience participation
Here is why Alamo has set the bar high for being more than a “movie theater”, in no particular order: 1. Their programming AKA the movies they choose to show is highly curated. You’ll have your standard summer blockbusters, a weird Wednesday film (usually a cult classic from the past generations), screenings with Q&A after the film with directors, actors, etc. As a movie goer I engage a ton with their marketing to look out for these events, because yes, I would absolutely love to see Uncut Gems and have the Safdie brothers and Adam Sandler talk about their experience. Those are more rare but just another opportunity to create a long lasting memory of a film, even if it sucked.
2. The pre-programming is custom, curated and so clever, it makes me ALWAYS want to get there earlier. For most movies they find similar footage or clips that have intertwining themes to the main film (early footage of actors in the movie, etc). It’s usually on the funnier side of things.
3. The no bs talking and phones policy is amazing. It’s enforced and if you want to experiment being a rat, you can even alert servers of guests that are breaking the rules without fear of retaliation. Finally a place to enjoy the film without most distractions.
4. It’s nice to plan a dinner and a movie and have it be all in one place. While the food is fine and not completely mind blowing, it’s good for a movie night and the popcorn is fantastic. Also +1 the queso as well. Alcohol selection is great and you can basically order whatever you want and will likely be able to make it (cocktail-wise).
5. When it existed, the Alamo season pass was amazing. $30 bucks a month, a movie a day and you select your seat ahead of time (you select your seat regardless of the pass, but still). I hope it comes back!
Some downsides: 1. You sometimes will smell food that might not be your favorite. Your a veggie that doesn’t like the smell of a burger, sorry, you likely are gonna have all the food smells.
2. Servers darting around the theatre for a lot of the movie. They are usually pretty sneaky but you get some Paperboy PTSD of enemies coming out in your peripheral vision.
3. YMMV with each Alamo. Pre-pandemic some were franchises and some were corporate. The corporate ones were so much better and the franchises just seemed to be poorly run across the board.
So many other things they hit out of the park, screenings for families and folks with autism (you can talk, etc) as well as screenings for parents with young kids (more talking and likely some more crying). Lots of accessibility screenings for the deaf and blind. The list goes on…
If The restructure for Alamo works out, you’ll be seeing more and more of the old guard changing things to align more like Alamo, and that definitely will be a good thing for the film industry. Just my 2¢
1. A movie start 30 minutes late as they had forgotten about the showing
2. 30 minutes worth of ads after the supposed start time of the film
3. God awful food whose quality rivals Circle K at quadruple the prices
4. Alcoholic beverages that are several times more expensive than the plastic bottle their liquors come from
Not to say all theaters are this way, but certainly the only theaters I have access to around me are. Decided to give up after the third horrible repeat. I do miss the old independent theater from down in Tucson, they suffered from none of these issues; unfortunately nothing like that where I am now. Can't speak to Alamo.