The Alamo Drafthouse Cinemas in Austin Texas has is the little theater that could. It’s become an Internationally known movie theater and a must see stop for anyone visiting town which is quickly becoming a haven for the Hollywood hipsters to hang out. This is in large part due to the folks at Ain’t It Cool News and the hot new South By SouthWest conference, that, apparently I’m not cool enough to give credentials too. But that’s another story. After a few recent bad movie going experiences here in DC, I was ready to get a movie executive on the horn and vent, who better to talk to then the CEO of the Alamo John Martin – especially since they are expanding and opening their 2nd theater, here in Virginia.
EM
Can you start by telling us a little bit about your role at the Alamo Drafthouse?
JM
As chief executive officer my role has been that of: Overseer of creative DNA for the Alamos, promoter of specialty events with celebrities, ambassador for independent filmmakers, and creator of expansion opportunities for Alamo Drafthouse Cinemas in new markets.
I have big plans for Alamo Drafthouse Cinemas over the next 12 months and beyond. Alamo will expand beyond its home state of Texas for the first time this fall by opening an eight-screen theatre in Virginia and will continue growth in Texas with three theatres – two franchisee-owned locations in McAllen and San Antonio, set to open by the end of 2009, and one corporate-owned location in Austin opening early next year. I am also in the process of qualifying potential franchisees for a theatre in San Marcos, Texas for an early 2010 opening. Also, in addition to continuing Alamo’s commitment to first-run blockbusters as well as independent films, I plan to unveil a number of programs designed to appeal to a wider variety of guests.
EM
The Alamo has become internationally known, how did this happen?
JM
From the moment we started screenings and began offering in-your-seat restaurant service we were noticed. We began as a one-screen theatre in 1997 serving food, beer and wine and moved quickly into first-run film markets, increasing our menu and efficiencies (for example, how to serve 800 people at a time). Because we are film aficionados, we are driven not only by what comes out of Hollywood, but also by the unique events we create around an offbeat, eclectic program of smaller independent films. It is this focus that has garnered much attention around the world.
EM
What makes The Alamo unique?
JM
Alamo Drafthouse Cinemas is the nation’s oldest cinema-eatery concept that shows first-run films, as well as the only franchised movie theater chain and the only franchise concept that offers the unique combination of theater and restaurant, with the best first-run and independent films and other one-of-a-kind special events plus a fun, exciting menu of great food and beverages. Alamo Drafthouse Cinemas range in size from two to nine screens and resemble traditional movie theaters except rows of seats alternate with bench-style tables. Once seated, customers order from the menu and the friendly wait staff brings the food to their seats. Customers can continue to order during the movie by writing their request on paper and attaching it to clips on each table. All tabs are closed before the film ends.
We also go the extra thousand miles to create a movie-going experience that you cannot find anywhere else. Our love of film and food is shown, and our Alamo guests routinely tell us that they don’t go anywhere else to see a movie. Plus, our menu of craft beers is phenomenal.
EM
It seems like lately there’s been a theme going in Hollywood, a few years ago it was the Summer of Trilogies, last year was the year of the Superhero, what is the overriding theme this year?
JM
Rise of the Independents: We’ve seen Slumdog Millionaire win Best Picture at the Oscars, and other smaller films have jumped into the spotlight: Revolutionary Road, The Wrestler, and The Reader. There’s also the ubiquitous Summer of Sequels…
EM
There’s been a resurgence in interest on 3D films this year, why do you think studios are pushing this?
JM
A big part of Alamo’s increased revenues in 2008 stemmed from our increase in diverse programming – an initiative that will continue in 2009 by retrofitting all existing theatres with digital projection and including this technology in all future theatres so customers can partake in the nearly ten 3-D films set to debut this year. Studios are pushing 3D films because the technology is here to provide a once novel idea to something that can bring in more than the typical $9 movie ticket – sometimes asking for a 25 percent premium for 3D, of which the studios take their split.
EM
The movie going experience has gotten worse over the years – my local theaters have projectionist who don’t know how to focus, air conditioner goes off all the time, rude customers, etc), what is the incentive for people to put up with bad audiences, bad projectors, etc. When I can have a pristine HD experience in my home?
JM
Exhibitionists need to get in line with the direction of the movie audience and put money back into their theatres. Because the Alamo Drafthouse Cinemas experience is much more than just watching movies, we are partial to upgrading all of our theatres and seeing that our new builds are as state-of-the-art as possible. And, remember, the movie-going experience is just that, going to the movies as a communal experience. Restaurants didn’t kill the kitchen in the home.
EM
Is there something Theaters can do to improve the experience and stop people from being annoying in theaters (like checking email)? Perhaps use Cell phone jamming devices? Reinstate mandatory Union Projectionists?
JM
During our preshow entertainment, we humorously remind guests to turn off their cell phones and to respect their neighbors while watching the film by featuring celebrities in unique segments.
EM
ShoWest 2009 is happening now, what are the main themes for this year’s show?
JM
Celebration. We are one of the few groups who are celebrating at a show such as ShoWest: National box office revenue was up 1.5 percent in 2008 over the previous year, and January was the first billion dollar month in box office history. There may not be as many smaller distributors this year but those that are appearing are bringing a new crop of digital pictures. It’s very exciting what we have coming out in the next 18 months.
EM
In this down economy it seems like the film industry is rolling on like gangbusters, why do you think this is?
JM
We are the shelter in the storm. In traditional market downturns, people want to get out and escape from reality, just like during the Great Depression when people frequented nickelodeons. Alamo represents a wonderful opportunity to bring people together for a memorable evening in these trying economic times and I have no doubt that the success we’ve experienced will continue throughout 2009.
EM
What is going on with the SAG Strike and do you think it’ll happen?
JM
I think that it’s anyone’s guess as to a strike, though it is dangerously close. If it does happen, there is hope it won’t last for long.
EM
What happened to Matinee pricing?
JM
It’s still there in many film markets, and if it’s not in your market, it should be!
Is anyone having problems reading this Drafthouse article by Michelle?
I can see the title, etc. but then a big box of ‘whiteness’…
Great interview. The Alamo Drafthouse always been a great place to view films in the state of Texas. Speaking of the Drafthouse, they’re doing a showing of TOKYO! on Friday, 4/10, at the South Lamar location. It’s been getting great reviews, and I’m a huge fan of Michel Gondry. Keep up the good work John!