Alamo Drafthouse Cinema has promoted Chaya Rosenthal to chief marketing officer.
She’s worked at the company since 2017 and previously served as VP of marketing. Rosenthal has 20 years of marketing experience, including stops at Fandango and its parent company NBCUniversal before joining Drafthouse.
“Alamo Drafthouse Cinema is a brand that is driven by differentiation, which requires having the guts to try new and innovative things, with the know-how and experience to scale it and drive deeper brand loyalty as a result,” said Alamo Drafthouse CEO Michael Kustermann. “Chaya is that 1 in 100 marketing leader that possesses that balance. She is courageous, creative and analytical at the same time.”
Alamo Drafthouse is known not just for its menu with craft beer and locally sourced food, but also themed events tied to new and beloved movies. Rosenthal helped to elevate some of those tailored in-theater experiences, like a “Barbie” “dress up and slumber party” screening and an “Asteroid City” pop-up in the lobby of Alamo Drafthouse Manhattan. She recently spearheaded the Time Capsule Series, which brought back classic and cult films from particular years as a way to keep theaters full in between blockbusters.
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“From the first time I walked into an Alamo Drafthouse in 2006, it instantly held a special place in my heart. I remember coming back to L.A. from Austin and telling all my friends and colleagues about it,” Rosenthal said. “From the uniquely entertaining pre-show to the fried pickles with champagne, it was something special that I knew I had to be part of. Fast forward to today, and I couldn’t be more excited to have the opportunity to represent such a beloved brand. It brings me so much joy to be able to celebrate film and food everyday with a team of passionate and creative individuals.”
Rosenthal’s promotion comes as the Texas-based chain, popular for its in-theater dining and fan-forward approach to moviegoing, is reportedly exploring a sale. Several Hollywood studios were approached to assess their interest in buying the company, according to two sources. It’s unclear if the talks are ongoing or how close the company is to a potential acquisition. Alamo Drafthouse Cinema currently maintains about 40 venues across the United States and recently announced a new theater coming to Naples, Fla.
