Their CEO came out at the time and tried to defend the decision, saying it was necessary to help them expand. But it was obviously one of those grad school exer

Their CEO came out at the time and tried to defend the decision, saying it was necessary to help them expand. But it was obviously one of those grad school exercises on how much you could lower quality and still sell at the old price gone terribly, terribly wrong. Someone told themselves they'd make it up in volume but they were mistaken. It's unfortunate because surely Alamo like any other theatre makes far more in concession sales than ticket sales. Their CEO needs to completely rethink his strategy and return Alamo to its roots, or more likely get booted in favor of someone who will.