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Distracted by late arrivers to movies? Big news for Austin - and right on time!

The 'No Talking, No Texting' policy has a new baby brother.

Distracted by late arrivers to movies? Big news for Austin - and right on time!

Most of you guys have noticed that the Alamo is growing and changing in a lot of ways; some big, some small. Through it all, we will always strive to maintain our identity as The Movie Theater For Movie Lovers.

This is hugely important to us and remains the foundation of our company. It is part of the the culture of respect from which our "Don't Talk / Don't Text" ethos was born. We're truly fortunate to have customers who share our passion for not just movies, but for watching movies in as pure and uninterrupted a way as possible.

We are very excited to announce the rollout of a new solution designed to minimize distractions and make the moviegoing experience as pleasant as possible. It is an old idea, and one we have given a lot of thought to over the years, but we agree with many of our customers that its time has come.

Quite simply, no one will be seated once the film has begun. If you show up after the feature starts, you have missed it. The plane has left the terminal. If you bought in advance we can apply your ticket to another show or refund your money but you will not be admitted into the theater.

If a film starts at, say, 7:30 PM, you're welcome to arrive anytime up to then, head comfortably to your waiting seat and enjoy the show, content in the knowledge that the only people you'll see drifting past you in the darkness are our stealthy, ninja-like waitstaff. No more clumsy latecomers stepping on your Reeboks and fumbling up your elbows as they squint at their menus in the dark and chat with their server about the beer specials during the movie's crucial opening scenes. Naturally, you may get up to use the restroom, make phone calls in the lobby, etc. as needed.

This change goes into effect on January 3 in all Austin theaters. We will begin educating our customers immediately.

It's a pretty major change, but a necessary one. We hope you like the new procedure and as always we'd love to hear your ideas on how to make it better.

Updated Nov. 7.

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