Here at the Alamo, we're constantly trying to find ways to improve our presentation, our programming, our food, and everything that contributes to your experience at the theater. We like to think that we've done a fairly decent job with innovating a lot of those elements, but recently we realized that there's still one way in which we're doing things just like every other theater in town - you still have to wait in line to get your seat to the show of your choice. We stood in line for a movie recently and realized something that should have been obvious long ago: waiting in line sucks.
Yeah, you can improve the experience a little bit with monitors in the lobby showing fun preshow clips, with a beer in your hand from the bar, or with a book or just a fabulous conversation partner. But you're still going to be cramped in uncomfortable places, you still need to make an arrangement with someone to hold your place if you need to run to the bathroom or something, and you still have to just wait there, in line. So this summer we're going to launch a grand experiment at the Alamo South Lamar.
Taking a cue from Southwest Airlines, we're going to begin issuing seating numbers and then let people into the theater in groups based on those numbers. The hope is that with this system in place you'll be able to pick up your seating pass at your leisure and then either show up to the theater closer to the start time of the movie, or hang out on the patio, stroll around to other local businesses, or really do whatever you'd like to do with your time while you're waiting for us to get the theater clean and ready for you! There are, of course, bound to be some kinks in the system as we continue refining the experience of coming to the Alamo Drafthouse, and we'll appreciate both your patience and your feedback - positive or negative - as we transition into a new line-free future.
HERE'S HOW IT'S GOING TO WORK:
You can see this on your ticket now - each ticket for every show has a "seating number" printed at the bottom. That number represents the order in which you will be let into the theater. The number on your ticket is issued to you only when you pick up your tickets on site at the Lamar box office. Buying a ticket on line will still guarantee you a seat in the show, of course, but it will not issue your seating number at that time.
You will, however, be able to pick up your tickets for any show at any time during regular box office hours. It could be the day of the show or weeks before the movie - any time after you've purchased your tickets they'll be ready for you at the box office. If you pick your tickets up early, however, please realize that we use thermal paper to print your ticket. Do not leave your tickets in your car, in your wallet, or anywhere else where it may fade. If you lose your ticket or have it fade due to mistreatment we will be unable to provide you with a refund and you'll lose your seating number completely.
Once you have your seating number, you'll want to make sure you're back at the theater before your show's seating time. Most movies will begin seating roughly 45 minutes before show time. For more precise information, you'll be able to check new monitors in our lobby, which will note the seating time of each screening that day. Sometimes, of course, those seating times will be a little bit off as the exact time required to properly clean the theater may vary from show to show. The time on the screen will always be the earliest time that your show will be seating, though, so as long as you're back by that time you'll be sure to keep your place in line.
When your seating time arrives, the seating groups will be announced over the PA by the usher in the lobby. The PA announcements can be heard in the lobby as well as outside on the patio. We will start by seating numbers 1-40, then 1-80 and so on. If you have seating number 150, there's no reason to wait in the lobby as that will not get you into the theater any faster!
It's important to note that the seating number won't guarantee you a great seat if you are late to your seating time. We will continue to seat the remaining groups if you are late, and refunds will not be issued if you miss your seating group. In short, it's up to you to note your seating time and be back when you should!
When we go live with this system, the lobby will be sectioned off into two areas: the Public Area and the Now Seating area. Only ticket holders with the next seating group will be allowed into the Now Seating area. Our lobby is very small and we do not encourage you to wait there.
WHAT TO DO WHILE YOU AREN'T WAITING IN LINE:
Grab a cold beer on our patio and relax knowing that your seating order is intact without having to stand in line! Beverage service from our lobby bar will be available through a service window on the patio during most of our peak operating hours, and we will always announce seating for all groups in both the lobby and the on the patio.
You can also feel free to wander the complex and visit other local businesses in the shopping center. We're currently working with the other businesses in the complex and many of them are considering offering perks if you show them your seating pass. Grab a cocktail at the Highball, visit the book shop, or check the music stores and thrift shops if you like. Just remember to wander back toward the theater and be near the lobby at your designated seating time! As more concrete perks become available we'll have information about those in handouts at the ticket counter.
Again, this is a new system for us, and we welcome your feedback. Grab a comment card from the ticket counter on your way in or out of the theater, or send us an email to comments.lamar@originalalamo.com and we'll take every idea and critique into consideration as we continue improving the experience!
This line-free experience should be starting up sometime in the early summer of 2010. Keep checking the Alamo blog and website for more details and you'll be the first to know when the first show with seating numbers is announced. Any ideas or concerns you've got in advance, feel free to leave them in the comments.