Designing Exceptional Cinematic Experiences

In an interview with Business Management Review, Chris Drazba, chief development officer, Alamo Drafthouse Cinema, discusses the need for cinemas to enhance the guest experience and the future outlook of the industry.

What has your experience been like in the world of entertainment and hospitality?

My career is defined by my work in three great companies: The Walt Disney Company, IHG Hotels & Resorts and Alamo Drafthouse Cinema. At Disney, I worked in the theme parks and resorts segment out of Orlando. It wasn’t a bad way to get started as a young engineer. I worked on new ride attractions design and was a part of the launch of Disney Cruise Line. Later, I spent 14 years at Intercontinental Hotels Group (IHG) working closely with hotel owners and franchisees helping them succeed in the hotel business. My last role at IHG involved overseeing new hotel development for the United States, Canada, and Mexico, including the successful launch of a select service hotel brand, Avid Hotels. 

Currently, as the Chief Development Officer at Alamo Drafthouse Cinema, I am responsible for growing the company, expanding its unit scale, and nationalizing our footprint. Alamo Drafthouse brings together my experiences across entertainment, hospitality, and franchising and my passion for each. 

In your opinion, what are the existing trends and challenges in the movie exhibition industry?

The movie exhibition industry has been the subject of considerable discussion given the rise of streaming services. The pandemic only elevated the debate once theaters were required to close. Most new movies were held in their release until all 50 U.S. states had allowed cinemas to reopen. What most people forget is that 2018 was the most successful year in domestic box office history with titles such as Avengers: Infinity War, Black Panther and Bohemian Rhapsody.

2019 was another banner year with more great movies like Avengers: Endgame, Spiderman: Far From Home and Joker. My point is that customers were coming out to the cinema in recordbreaking fashion before COVID so it shouldn’t be a surprise that they would return to theaters once the health crisis subsided. Distributors used the pandemic to pilot taking movies direct to streaming services but that had mixed results. Big budget films not only need a theatrical release to turn a profit, studios were missing out on revenue for when consumers would see the same movie multiple times when it was released on streaming after a cinematic run in theaters.

What does the future hold for the movie exhibition industry?

People crave out-of-home entertainment experiences. There is nothing like seeing a movie on the big screen in a room designed for an immersive audio-visual experience, with an audience to share in the collective laughs and gasps that make going to the cinema so special.

Consumers have always had choices, and now they face the decision of whether to stay at home, visit a rundown cinema nearby or seek out a theater in their vicinity that offers better value for their money and time. This is where movie exhibitors need to rise above their previous standards. The focus must be on delivering an exceptional experience so that consumers feel compelled to return frequently. 

Alamo Drafthouse Cinema has been innovating the moviegoing experience for the past 26 years with a relentless focus on creating an excellent moviegoing experience, a commitment to innovation, and continuously exceeding guest expectations. We are known for our unique programming, special events and movie parties, extensive menu with food made from scratch, wide secession of craft beer and cocktails, and high exhibition standards. 

At our venues, guests order all food and drinks from servers who quietly attend to them throughout the movie from inside the theater. We encourage our guests to arrive early to enjoy the preshow entertainment. Instead of a barrage of advertising, Alamo Drafthouse shows a curated collection of rare and humorous clips themed to each feature. Additionally, Alamo Drafthouse is well known for protecting the theatrical experience with our zero tolerance policy for people who disrupt the film with talking or texting. 

Over the next 18 months, consumer demand for films is expected to rise. However, the number of movie theaters will likely decrease. The movie theaters that remain will likely offer a superior experience. Having a movie theater with average food and beverage offerings, uncomfortable seating, and excessive advertising is no longer acceptable. You really have to engage directly with your guests and focus on enhancing the overall moviegoing experience. 

What is your advice for your peers in the industry?

Throughout my nearly 30-year career, one consistent element has always been my focus on innovation and the guest experience. Integrating the voice of the consumer into our decision-making process is essential for continuous improvement and innovation. We didn’t get to where we’re at today because we’re resistant to feedback and change. We have to constantly push the boundaries to make sure that our offering remains world class.