Marketing the Film-and-Food Experience

Alamo Drafthouse is one of a growing number of movie theaters marketing an eat-in menu along with the film.

Alamo is known for offering meals and snacks (and beverages, it is a drafthouse) keyed to the theme of the movies it shows. The idea is to make the movie-going experience about more than the film.

Alamo famously bans phones and texting during the movie to prevent distractions. And, unlike most movie chains, Alamo doesn't make the audience sit through previews and ads before the feature. The film and the food are the focus.

Now Alamo is trying something new, bringing back the old idea of a video store. It will even rent VCR equipment to people who want to watch VHS tapes rather than DVDs or Blu-Ray DVDs.

Movie Tavern is another food-and-film chain, marketed with the tag line "Movies never tasted so good." The company's svp of culinary and guest experience notes that Movie Tavern's menu has to be "bold in flavor and approachable in design, due to the fact our guests are eating in the dark."

When Movie Tavern changes its menu, it gives thought to the eating experience as well as the latest flavors and new food trends. From craft beer to shakes to mixed drinks, beverages add a special touch to the in-cinema experience.

Another marketer of food-and-films is iPic Entertainment, which actually makes more money from food and beverage sales than it does from ticket sales. The motto is "Your Ultimate Night Out" as iPic serves seasonal foods and beverages.

The biggest theater chains have taken notice and are testing food offerings to attract movie lovers to pay for the big-screen experience again and again. It's all about the customer experience.

Alamo Drafthouse Promotes the Movie Experience

Austin-based Alamo Drafthouse has a movie for every taste and a tasty menu for nearly every taste. The chain, which has 22 theaters and aims for 50 within two years, keeps customers coming back by devising special drinks/foods and contests to complement the movies it shows--the latest hits and classics as well. Customizing by market, by movie, and by occasion helps the company differentiate itself and appeal to movie-lovers who want a different movie experience.

In fact, Alamo's approach to cinema-friendly food (well beyond the usual popcorn and soda pop) earns it reviews in many markets. The food and the movies are tailored to each market, making this not-a-cookie-cutter chain that thinks and acts local. Alamo has even been honored by PETA for its vegan-friendly food.

At Oscar time, Alamo runs a chainwide promotion inviting customers to vote for their Oscar favorites. It releases the results on the night the awards are given out, with prizes for customers who guess correctly.

One rule enforced by every Alamo theater is: No talking or texting during the movie, period. Above, the "don't talk" announcement that airs in Alamo theaters before movies begin. Alamo doesn't even bombard viewers with the usual 5-8 previews ahead of the feature. Instead, it customizes preshow content for its customers. And it has a rewards program that grants every member at least 3 free movie admissions per year, building goodwill and encouraging loyalty.

Alamo Drafthouse's USP: Respectful Enjoyment

If you can't sit in a theater to watch a movie without sipping a locally-brewed beer, go to Alamo Drafthouse.
If you can't watch a movie without texting, avoid Alamo Drafthouse.

The brainchild of Tim and Karrie League, Austin-based Alamo Drafthouse is a fast-growing chain of movie theaters that serve food and drink. Last year alone, the company debuted 8 new locations.

Alamo Drafthouse says it's "a lifestyle entertainment brand with an acclaimed cinema-eatery." In other words, it differentiates itself on more than one dimension--dimensions that are meaningful to the target audience.

Its objectives are:

• To share the movies loved by the founders with as many people as possible
• To be a cultural center for each community it serves
• Encourage viewership of classic, "golden era" films
• Encourage viewership of foreign films
• Encourage young and college-age viewers to become movie buffs
• Help local video stores survive in the spirit of community cultural spots
• Help save 35mm movies
• Help save VHS movies

A key unique selling proposition of Alamo is respectful enjoyment of movies. No texting or talking allowed during the movie, no rowdy youngsters (kiddies are most welcome at special children's screenings). When customers attend a screening at Alamo, they can be sure of a quality movie-going experience. No wonder movie-loving customers (the target audience) are fiercely loyal.

Of course Alamo is heavy into social media, including its own blog and Facebook, Twitter, and YouTube (a must-see is its "no talking allowed" video with more than 2 million views).