Figure 8: How small changes can make a big difference

The Alamo Drafthouse theaters are my favorite movie venues in Austin. Not only are they a local business (always a plus) but they have quirky and individualizing differences that make the movie going experience there that much more pleasant. They accept student ID’s for cheaper tickets and offer a food and drink experience that is very different from your general mega-plex experience.The changes start from the location of the theaters. Alamo theaters are generally unassuming little buildings integrated into strip malls. The parking is no different than the parking for the hair salons and restaurants next door. For special events and “big” movie releases the Alamo will sometimes decorate their lobby and the exterior of the buildings. For example, prior to reaching the theater to watch “The Lion, The Witch and the Wardrobe” moviegoers had to step through an actual wardrobe which led to a snow covered area with real evergreen trees!

Upon entering the theater you notice that they play off-beat little videos prior to the movie. These are generally related to the movie that is about to be played. Some of the clips may be before-they-were-famous flashbacks of the movie’s stars, or original versions of remade movies, or very strange international versions of the movie (Turkish Wizard of Oz?!). Even the cell phone and noise discretion notices are different. Presented in the form of mini movies, they incorporate clips of old movies (Gremlins, Goonies etc) or local Austin celebrities (Anne Richards etc) telling you to “Be Quiet or We’ll take your ass out!” Once the movie starts you can order food and drinks (including beer and wine) by writing your order on a small sheet of paper and placing it in a slot on your table. The servers come by throughout the movie to bring out your food, give refills, and collect your payment.

None of these differences are huge by any means but put together they offer a unique selling proposition that no other theaters can offer. Combined with the fact that Austinites value local and “weird” businesses Alamo is a veritable hit! There is nothing stopping other business from offering similar, slightly augmented services or products to make them distinct from the competition. For example, other theaters could offer built in baby-sitting services where you leave your child at the door with a responsible adult and then collect the child when the movie is over. This would reduce the trepidation parents have of being too far away from their kids while still being able to enjoy a night out. Central Market and Whole Foods offer cooking classes in the store which makes for a novel attraction that HEB and Randall’s generally can’t compete with.

Offering a slightly augmented product or service can mean the difference between a blockbuster (Pirates of the Caribbean) and a flop (Lady in the Water)!