Everyone fails
The Alamo Drafthouse creates a movie going experience we love so much that we signed up for their monthly movie plan. There aren’t enough good movies in a month worth seeing, but the experience is worth having a few times a month. But recently they shit the bed with their new QR code ordering system. It’s unclear why they decided to ‘digitize’ ordering in the theater, but my assumption is that it was a way to try and reduce cost. But it sucks.
Instead of ordering directly with your server they now want you to scan a QR code and place the order on your phone. Problem is that interacting with your server was one of the most enjoyable parts of going to their theaters. People that work there theater tend to be young, happy, friendly, and ‘unique.’ I genuinely looked forward to that interaction. Now they want me to stare at my phone.
Second, even with the QR ordering system in place the server still needs to check tickets, but only now he/she/they also have to ask each person three additional questions: Have you been here since we implemented the QR ordering system? Do you know how to use it? Do you want to use the QR system or order through me? Such a waste of time, and most people I heard said they would prefer to order with the human. Us included.
Lastly, even if the above wasn’t true and I didn’t care about any of it, they put the QR code at the furthest point away on each persons table, in a spot that is not lit up. Which means once the previews start and the lights go dark your phone has a nearly impossible time picking up the code. Underneath the table, on the armrest there is a spot just above the cupholder that is lit up and would have been perfect. But somehow that got missed.
It’s a failure. I can’t imagine it’s being highly adopted by Alamo moviegoers as it turns what was once an enjoyable interaction and an opportunity to disconnect into just another reason why you have to be staring at your phone. The Alamo Drafthouse is still an awesome place to see a movie. Nobody puts together pre-movie media the way that they do, and the theater sets you back to a different era of movies. But as good as they are, they have failed at this new attempt.
It just goes to show no matter who you are you’re going to stumble. Even if you’ve already experienced success there is going to be setbacks. But how you deal with those missteps is what matters. I’m curious to see what they do to rectify the experience.