Alamo Drafthouse Cinema Expansion

AUSTIN, TX- Austin based Alamo Drafthouse Cinema is expanding their business, even as theater ticket sales plummet nationally.

Nationwide annual movie ticket sales in 2014 dropped 5.2%, the lowest ticket sales since 1995 according to Box Office Mojo. Alamo Drafthouse will open its sixth Austin location in the Mueller community in 2016. Alamo Drafthouse is launching new family friendly programs, events, and camps in order to expand their business even further against competitors who have trouble filling their seats.

Alamo Drafthouse is an independently owned theater founded in 1997 that serves a full menu of food and drinks to the seats of their guests.

In a press release, Alamo founder and CEO Tim League said he loved the idea of opening up a theater at the Mueller town center when it was first announced 11 years ago, due to it being a “ground breaking development and a really cool neighborhood.”

The Mueller town center located on Aldrich Street in east Austin was created as a model for responsible urban development.

“It is exciting to learn that the Alamo Drafthouse, a classic Austin destination, is committing to Mueller and investing in our neighborhood, making it an even more desirable place to live,” said Mueller realtor Hilary Herrin. “Their opening certainly supports our goal of a New Urbanist community where we can live, work and play.”

Alamo Drafthouse Mueller will feature six screens that will project movies from new releases to Alamo’s unique signature programming.

The new location in the growing family Mueller neighborhood allows Alamo Drafthouse to introduce their new family and youth programming.

Alamo Drafthouse has named Amy Averett Director of Family and Community Engagement as a way to expand their effort in extending their welcome to families and young people as moviegoers.

Parts of their expansion are several areas of programming including film education, Alamo Drafthouse NEXT, family friendly scheduling, new release special events, and kids camp.

Alamo Drafthouse has found its success in its policies that keep the movie going experience enjoyable. Their policies include not playing ads before the film, not allowing children under 6, not allowing unaccompanied minors, and asking those who are talking or texting to leave.

Alamo Drafthouse’s NEXT program will change their policy on unaccompanied minors and by allowing select teens to attend movies without a parent at a discounted admission if they are approved for the program and agree to Alamo’s policies.

The policy will ensure that those unaccompanied minors are moviegoers that respect the experience and environment Alamo Drafthouse creates for their guests.

“There is definitely an emphasis on making sure those minors who are approved have the same respect for film as our adult viewers, our strict policies are there for a reason and we are in no way lowering our standard,” said Alamo Drafthouse employee Mark Zurita. “Our strict policies are what keep us so successful, and are what differentiate us from our competitors.”

Another part of what differentiates Alamo Drafthouse is their service of food and alcohol during their movies. In January 2015 Alamo Drafthouse’s South Lamar location had the 2^nd highest estimated liquor revenue in Austin at $422,261.83, just behind Hilton Austin Hotel, according to Austin Business Journal.