Alamo Drafthouse joins the video-on-demand market

Get ready for more movie nights at home.

Alamo Drafthouse Cinema announced Thursday that it is launching a VOD platform, Alamo On Demand, in partnership with ScreenPlus and Vista Cinema. The new service from the Austin-based theater chain will feature a library of films, from recent releases to classics, that can be rented or bought.

“Alamo on Demand helps us to continue the conversation past the theatrical window and recommend movies we love to our community,” said Alamo founder and executive chairman Tim League in a statement. “And in these shuttered days and beyond, these rentals and purchases help support your neighborhood theater.”

The chain, known for organizing themed movie nights and similar events at its physical locations, will continue curating offerings via the on-demand platform. For instance, Weird Wednesday’s programmer will help organize genre classics. Meanwhile, later in the year, Enter the Clones of Bruce—a documentary about Bruce Lee imitator films that came out after the martial arts star’s death—will be paired with some of the referenced films, which will either be rented solo or as part of a larger package.

More recent film releases coming to the platform include the Academy Award-winning Parasite and Portrait of a Lady on Fire, as well as an exclusive premiere of documentary Kate Nash: Underestimate the Girl. Alamo On Demand will also work with new partners, such as Sony Pictures Classics, in coming weeks, while continuing conversations with other big studios.

Alamo on Demand is also launching with the future in mind—rentals and purchases on the platform will result in loyalty program credit, according to the theater chain’s announcement. And once studio tentpoles start hitting theaters again, Alamo Drafthouse may supplement its marketing with rental packages focusing on the director’s previous films or films that may have influenced the new release.

Alamo’s decision to launch its new on-demand platform comes as the majority of theaters around the country remain shuttered during the coronavirus pandemic. Many studios have also delayed major releases to later this year or next year. Theaters are looking at a variety of strategies for reopening, which include everything from incorporating social distancing measures to rereleasing older blockbusters as they’re able to open up.

Alamo On Demand is live, “with apps for iOS and Android coming very soon,” according to the company.

Our mission to help you navigate the new normal is fueled by subscribers. To enjoy unlimited access to our journalism, subscribe today.