Theater uses irate customers in branding

I don't normally advocate using an f-bomb in an ad, but in this case, I'll make an exception.

When you go to a movie, don't be surprised if you get kicked out for texting. If you call to voice your displeasure at being kicked out, don't be surprised if your ire is met with little sympathy. If it happens to be at the Alamo Drafthouse, don't be surprised if your message ends up on the pre-movie PSAs. And the Drafthouse website. And a marketing website. Oh, and YouTube.

So what does a profanity-laced tirade from an irate customer say about Alamo Drafthouse's branding?

Tons.

First of all, the theater is unapologetic about what a movie-goer will see at its theater. It appeals to the audience they expect to draw to its lineup of indie flicks.

More importantly, the viral PSA lets the customer know that Alamo Drafthouse values the user experience. It's a small house, and one idiot using a cell phone during a movie can wreck it for practically everyone in the theater. From a branding perspective, you can't do better than to show the customer you appreciate the business and that you will go to great lengths to make sure that customer gets his money's worth.

Does the PSA go overboard? I don't think so. Does it make an impact? You bet it does. With the customer and potential talkers and texters who wander into the Alamo.

Kudos for taking the customer experience seriously.