The Texas-born theater chain was a pioneer in dine-in theaters, known for its movie parties, film series and strict policy on not texting or talking during the movie. The movie industry and theaters of all types struggled during pandemic-era restrictions that were followed by multiple labor strikes. In June 2024, local franchisee-owned locations — Cedars, Denton, Lake Highlands, Las Colinas and Richardson — shut down abruptly, with employees informed by text and left without final paychecks.
That messy conclusion gave way to Alamo Drafthouse: A New Hope when Sony Pictures Entertainment purchased Alamo corporate and franchisee theaters. The result brought North Texas' locations (plus one in Minnesota) back from the dead in August of 2024.
According to Alamo managers, the reopening has come with significant support, which has brought the theaters out of survival mode. At the time of the closures, resources were scarce.
The Richardson theater, the first location in DFW when it opened in 2013 in the Heights Shopping Center, had begun facility and equipment upgrades last year, thanks to an economic incentive award of $200,000 from the city of Richardson. When the location reopened, that work was completed, and then some: the Richardson location offers leather reclining seating, 4K digital projection and an auditorium devoted to Alamo's premium large format experience known as The Big Show. The Big Show auditorium (also available in Denton) has big sound to accompany the big screen, using Dolby Atmos technology to provide immersive audio.
Richardson also brought to its lobby a custom-made xenomorph from the Alien movie franchise, initially contained in a clear enclosure, then standing free, and most recently outfitted in a custom-made Superman cape. Other locations have received similar facility and equipment upgrades, as well as updates unique to the location, such as the revitalized private karaoke rooms at Cedars.
"Corporate came in and they really saw a value in our DFW locations, and they have invested in these venues, and it's just been really awesome," Field Marketing Manager Taylor Smith tells us.
Renovated karaoke rooms at the Cedars location are among one of the many upgrades at Alamo Drafthouse theaters across North Texas.
Nicholas Sanders
Smith, a Richardson Heights resident, has worked with Alamo since 2015 and was among those who breathed a sigh of relief when Alamo corporate won the franchise locations back during a live online auction.
"We all knew that they would do right by us," she said, a sentiment that proved correct. Alamo paid out those final paychecks to everyone let go and rehired those who wanted their jobs back.
The reopening in August came with a huge outpouring of support from the community, and for Smith, an overwhelming sense of gratitude to be back.
"At the risk of sounding really cheesy, it's more than just a movie theater," she said. "We have built communities within these theaters. We connect people."
Longtime Richardson resident Cathy Reed is also grateful for the return of Alamo, particularly in her neighborhood, describing the reopening as "like an old friend being back in town after living away." She has high praise for the Alamo staff, food and reclining seats. She loves the special events nights, recalling the fun of "clopping with the silly fake coconut halves with my brothers and singing along to the songs" at a Monty Python and the Holy Grail movie party in Richardson.
Reed says Alamo is her first choice for seeing a movie, and her only recommendation for programming is to have even more movie parties at the Richardson location and to keep in mind programming that appeals to the "senior set."
"[Seniors] have the time and the money to do silliness, whereas our adult daughters are swimming in careers and children," she said. "Hosting retro movies is a great thing.”
Another Alamo update is a financial one — a service charge of 18% is added to all food and drink tickets. A pre-show announcement gives a heads-up on this policy, adding that a little extra given is always appreciated but not expected. With this change, Alamo can offer employees a starting rate of $15 hourly along with medical and other benefits.
"When the service industry standard is $2.13 plus tips, it's cool to be able to pay that for starting pay," said Cedars location General Manager Eric Hawkins.
Smith describes the policy as one that balances out the slower and busier hours and seasons, and one that allows benefits not typically available to part-time or hourly employees.
Alamo’s team is made up of people who love movies and are energized by the communal viewing experience. Smith especially loves opening nights, the energy and buzz of so many people in a good mood and excited for what’s to come.
Hawkins got to see Jaws for the first time “on the biggest screen, with the biggest sound” surrounded by 150 people reacting to the onscreen action.
“The crowd is electric at shows like that,” he said. “I love that.”
This summer feels like a turning point for Alamo. Hawkins described being empowered to do more within specialty programming, such as the July 35mm screenings of The Dark Knight and The Dark Knight Rises. Smith agrees that summer is absolutely the most exciting time of the year at Alamo, and said this one, in particular, feels akin to pre-pandemic times.
"Superman has just been absolutely spectacular and I think not only brought hope to people in general, but I hope to the movie industry," Smith said. "We had a lobby party for it with vendors, comic books, toy stores, a DJ. We are back to really celebrating filmmaking and doing what we love to do, and it's been fun to be able to focus on that again."
Additional promising releases include forthcoming releases from celebrated directors like Ari Aster and Paul Thomas Anderson.
"Some of the greatest directors in Hollywood are releasing films this year," Smith said. "I think it's really cool that so much is happening at once and we still have so much to look forward to this fall."
