Wes Ellis
Alamo Drafthouse Cinema has promoted Chaya Rosenthal to chief marketing officer.
She has been with the company since 2017 and previously served as vice president of marketing. Rosenthal has 20 years of marketing experience, including stops at Fandango and its parent company, her NBC Universal, before joining Drafthouse.
“Alamo Drafthouse Cinema is a brand driven by differentiation, which requires the courage to try new and innovative things and the know-how to scale them and foster deeper brand loyalty as a result. It takes experience,” said Michael, CEO of Alamo Drafthouse. Kusterman. “Chaya is a 1 in 100 marketing leader with that balance. She is courageous, creative, and analytical at the same time.”
Alamo Drafthouse is known not only for its craft beer and locally sourced menu, but also for themed events tied to popular new movies. Rosenthal was instrumental in elevating special in-theater experiences, including the “Dress Up and Slumber Party” screening of “Barbie” and the “Asteroid City” pop-up in the Alamo Drafthouse Manhattan lobby. She recently spearheaded a time capsule series that revives classic and cult films from specific years as a way to keep theaters full between blockbusters.
“From the first time I walked into Alamo Drafthouse in 2006, it instantly held a special place in my heart. I remember telling all my friends and colleagues about it when I moved back to LA from Austin. “We're working hard,” Rosenthal said. “From the unique and fun pre-show to the fried pickles with champagne, this was something special and I knew I had to be a part of it. I couldn't be more excited to be able to celebrate film and food every day with a team of passionate and creative people.”
Rosenthal's promotion comes as the Texas-based chain, popular for its fan-forward approach to in-theater dining and movie viewing, is considering a sale. Several Hollywood studios have been approached to gauge interest in acquiring the company, two people familiar with the matter said. It's unclear whether negotiations are ongoing or how close the company is to a potential acquisition. Alamo Drafthouse Cinema currently operates approximately 40 venues across the United States and recently announced the opening of a new theater in Naples, Florida.
