The cinema is taking a beating. Despite the big numbers over the last few weeks, the endless string of summer sequels can only prolong what everyone is worried about. People just aren't going to the movies as often. When asked, analysts tend to blame the quality of films, failed marketing or the improved experience of DVD and home theater systems. Hogwash. Ask anybody. Why didn't you go to the theater this weekend? The answers are almost always the same. High concession prices. Noisy kids. Rude people. Cellphones. Or some combination of all of these. As a result, studios are starting to release big time movies straight to DVD, if not giving them a small, limited release in select markets to help build buzz.

But how do we save the cinemas? How do we preserve the experience we so love? I believe the Alamo Drafthouse has the answer, and the future lays in their model for success. For those unfamiliar, The Alamo Drafthouse is a chain founded here in Austin, Texas (Named the best movie theater in the country by Entertainment Weekly, by the way). The Drafthouse relies on three very special qualities to do double or triple the per screen average of any other theater in town and it sells out movies even weeks after their release. Yes, you read that right. While you can walk right into an empty theater of any other blockbuster, just a week or two after release, they're still packing the house at the Drafthouse. Here's why.

1) I think this is the most important factor – their "Throw your ass out" policy. (That's a direct quote.) If someone's being loud, you notify your waiter (I'll get to that in a moment) and someone comes in to send the offending individual packing. I've attended hundreds of movies at the Drafthouse and I've seen it happen once. So well known is the policy that movies there are some of the most pleasant you've ever attended. No one talks. Kids are well behaved. No, I'm not making this up.

2) The food. Here's the big kicker. They serve food; restaurant quality food. Hamburgers, pizza, salads, pastas, gourmet sandwiches. All at the type of prices you'd expect from a Chili's, Applebee's or TGIFriday's. You write down your order and a specially trained ninja (waiter) slips by, picks it up and drops off your food when it's ready. Sure, you can still get popcorn. It's like $3 and they bring it to you in this huge metal bowl so you don't get grease on your pants. But I've never ordered it. I prefer my BLT's, French Fries and Cranberry Crust Apple Pie ala mode, thank you very much.

3) Beer and wine. Here's a big draw, especially for comedy and horror films. You can have a few drinks while enjoying your movie, just like home. Kick back with a pitcher of beer and watch that raunchy comedy. Or have a glass of wine with that chicken pesto pasta. Believe it or not, this is kind of popular.

The thing about the Drafthouse is that they make going to the movies an experience again. Not just something to do, but an evening out. And it's the concept model that is going to change the way people watch movies in the exact same way the multiplex changed the single screen theater. Right now the multiplex chains are all shrugging and simply raising prices, hoping blockbusters will save them, and when asked about this idea they simply say "We're in the movie business, not the restaurant business." But I'm here to tell you, the first chain to partner up with Chili's or Macaroni Grill or Bennigan's or what have you, and converts a portion of their enormous lobby space into a kitchen, well, they'll change their own fate and write their own checks in the industry forever. They'll give people a reason to go out again. Which really is the point.

And throwing out those loud patrons helps a lot too. Really, it'll bring in more people than it throws out.

Next time you're in Austin, make sure to stop by and see a movie at the Drafthouse. If you're the type of person who reads this site, you're the type of person who will fall in love with this place.

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