Flix Brewhouse, a Texas-based movie theater circuit billed as “the only first-run movie brewery,” has acquired four Alamo Drafthouse franchise locations in the Lone Star State.
The venues, which stretched from El Paso to Katy, were operated by Triple Tap Ventures, a Houston-based developer, licensee and franchisee of brands such as Alamo Drafthouse. Flix Brewhouse will take over ownership and operations of venues in Montecillo in West El Paso, LaCenterra in East El Paso, Katy (Cinco Ranch), and Lubbock. The deal increases Flix Brewhouse’s national footprint from 11 to 15 locations, with 129 screens in six states.
“This acquisition is a natural extension of who we are and what we believe in,” said Chance Robertson, CEO of Flix Brewhouse. “Success in cinema today means creating a better experience. We’re grateful to the Triple Tap team for their commitment to cultivating a moviegoing community, and we’re honored to continue that tradition.”
Triple Tap Ventures is reducing the load on its venues as it transitions away from dine-in movie theater space. Founded in Round Rock in 2011, Flix Brewhouse boasts an extensive craft beer menu and full-service kitchen, perfect for movie nights. As such, the chain is a natural fit to take over the space occupied by Alamo Drafthouse, the popular circuit that popularized in-theater dining.
“When we decided to focus on other hospitality concepts, it was imperative that we ensure our viewers could seamlessly transition to a dine-in concept that shares our core values of engaging programming, continuous innovation, authentic hospitality and operational excellence,” Billingsley-Michaelsen said. “After evaluating numerous alternatives, it was clear that Flix Brewhouse, our guest first culture, truly stood out. We deeply appreciate the loyalty of all of our Alamo guests and are confident they will have a successful relationship with Flix.”
Flix Brewhouse will temporarily close its newly acquired theater for a rebrand, then reopen on Feb. 23 in time for the early March release of “Scream 7,” as well as Pixar’s “The Hoppers” and Maggie Gyllenhaal’s “Frankenstein” adaptation of “The Bride.”
“As the industry continues to evolve, Flix Brewhouse remains focused on growing thoughtfully and strategically and delivering a distinctly different experience for moviegoers,” Robertson said. “The path forward at trade shows is not one-size-fits-all. At Flix, innovation means staying true to our company’s hallmarks of technology and relentless efforts to raise the standards of quality, service, and community.”
