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AUSTIN (KXAN) \u2014 The movie theater chain Alamo Drafthouse will soon replace its paper-based system for ordering concessions<\/a> with a mobile phone interface, a decision that has drawn opposition from film critics, staff and celebrities.<\/p>\n In February, patrons will order food and drink via their smartphones both before and during a movie. Previously, a server would pick up orders written on paper by attendees.<\/p>\n The use of phones has long been discouraged by theaters. Drafthouse\u2019s policy went further than most: After one warning, moviegoers who use their phone get kicked out without a refund.<\/p>\n It\u2019s a policy the Austin Film Critics Association (AFCA)<\/a> said made the Austin-based movie theater chain successful. AFCA represents 36 professional film critics in the Austin metro who write for local, national and international publications.<\/p>\n \u201c[Drafthouse\u2019s] growth into a national cinematic institution has been in no small part due to audiences knowing they can have a disturbance-free experience, and that staff will intervene to prevent the distraction of cellphone usage,\u201d reads an AFCA statement.<\/p>\n \u201cThe Lord of the Rings\u201d actor Elijah Wood shared AFCA\u2019s statement on social media<\/a>. He added that the decision was \u201ca misguided blunder.\u201d<\/p>\n Association President Jon Partridge added that he\u2019s not aware of any other movie theater requiring attendees to use their phones during a movie.<\/p>\n \u201cIt\u2019s an inversion of the entire strategy that\u2019s built them a fan base, a body of support,\u201d he said. \u201cThe decision \u2026 is a gross self-inflicted wound and it\u2019s going to be interesting to see how that pans out in terms of long-term support.\u201d<\/p>\n Drafthouse said in a FAQ post<\/a> that the new system isn\u2019t a change to its rules against talking and texting. The company also said that mobile ordering will let staff \u201cmove faster and more efficiently, creating a smoother, more responsive experience without added distraction.\u201d<\/p>\n In a dark theater, it may be hard to tell what someone else is doing on their phone. That\u2019s something Drafthouse staff will be trained to spot \u2014 the ordering interface uses \u201ca custom-built dark screen\u201d that they\u2019ll know to look for, according to the company.<\/p>\n \u201cFor nearly three decades, Alamo Drafthouse has been a cinema by filmlovers, for filmlovers. That won\u2019t change,\u201d it said.<\/p>\n AFCA has its doubts about that.<\/p>\n \u201cThe new process puts staff in an impossible position of policing the \u2018right\u2019 and \u2018wrong\u2019 kind of phone usage, opening the system to abuse, and the potential for piracy,\u201d it said. \u201cThis is particularly worrying as Drafthouse locations are often used for festival and pre-release screenings, potentially damaging the ability of filmmakers to get distribution.\u201d<\/p>\n The association also asked film PR teams to keep those points in mind when planning press and promotional screenings. These screenings are common practice during Austin\u2019s South by Southwest festival in March.<\/p>\n AFCA\u2019s statement says that the preference of local critics is to watch movies under \u201coptimal conditions.\u201d<\/p>\n \u201cWe\u2019re all just movie lovers. We\u2019re trying to do the best we can to cover film and represent film in town,\u201d Partridge said. \u201cI don\u2019t think you can fully appreciate something unless you give it your undivided focus.\u201d<\/p>\n\u2018Second-screen viewings\u2019<\/h3>\n