Alamo Drafthouse Cinema opening first Florida theater in Naples at Mercato: What to know

Naples soon will become home to Florida's first Alamo Drafthouse Cinema.

The Austin, Texas-based cinema eatery chain confirmed July 24 what has been speculated for weeks: It will replace Silverspot at Mercato in North Naples.

“We’re really excited not only to provide a great cinema experience for the area, but to introduce everything that makes us different from other theaters in the Sunshine State,” said Alamo Drafthouse CEO Michael Kusterman in a news release.

Here's five things to know.

When will new theater open

Alamo Drafthouse officials are targeting an early 2024 opening, after it converts the space Silverspot has occupied since 2009. Silverspot ― which opened a year after Mercato did ― announced July 12 that it would close after July 23.

"Updates to the theater will include premium, reclining leather seats, a revamped bar experience, and a theme celebrating cinema’s greatest golf films," the news release said.

The Naples location will be in 33,652 square feet of space, "with 11 auditoriums updated with approximately 650 newly-installed luxury recliner seats and 4K digital projection. Parking will be free and easily accessible at a parking deck located behind the theater."

Alamo Drafthouse operates 39 locations in a dozen states.

'No Talking/No Texting' policy

Alamo Drafthouse is known for its "No Talking/No Texting" policy, ensuring guests can watch films free from annoying distractions. How does it work? Violators will get one warning and then will be ejected from the theater without a refund if they break the rules again.

And guests are encouraged to arrive up to 30 minutes early to view screenings for an ad-free preshow with funny clips, informative video essays and more.

Creating an experience

Alamo Drafthouse founders Tim and Karrie League in 1997 created the company with the idea of creating what they want in a theater when they visit.

With the rise in popularity of streaming, especially during the COVID-19 pandemic, movie-goers are expecting more of an experience when they visit a cinema. Alamo Drafthouse focuses on that, from themed bars to special events, such as Weird Wednesday and Champagne Cinema.

And a recent "Barbie" movie party at an Austin location showed how Alamo Drafthouse likes to "eventize" movie screenings, as customers wore costumes, along with workers.

“Alamo will bring a unique arthouse experience to Naples and serve as a point of differentiation to any other theater in Southwest Florida," said Adam Schwegman, executive vice president at Atlanta-based North American Properties, which manages Mercato.

"The brand prides itself on catering to the cinephile, all the while mixing fun into moviegoing."

What's to eat, drink

Alamo Drafthouse Cinemas offer a variety of shareable foods along with individual meals like burgers and fries. As for the drinks, locations sell local craft beers and also create cocktails.

"Like all Alamo Drafthouse cinemas, the new Naples location will offer a scratch-made food menu, local beers on draft, and craft cocktails brought to guests in their seats by stealthy servers trained to not disrupt the movie experience," the news release said.

"Drafthouse is in the name for a reason, and guests will be able to enjoy a cold drink and chatting with other movie fans at the cinema’s standalone bar before and after seeing a movie. The bar will have dozens of beers on tap, craft cocktails, and will be set up to host small events, parties, and screenings."

'The pen is your friend'

Alamo Drafthouse provides white pieces of paper called "Order Cards" or "Flags" and a small golf pen.

"During the movie, simply write down your order and then stand it up in the clip at the front of the table. That paper then acts like a flag to get your server's attention," reads the company website. "He or she will then crouch down past everyone else and grab your order with the speed and agility of a trained ninja ― all without anyone exchanging a word.

Plan ahead: David Sedaris, Sarah Brightman, more: Artis―Naples unveils full 2023-24 season

"Our service model is deliberately low tech, and it's designed to be as unobtrusive as possible so that the process of getting your food and drink delivered to your seat doesn't needlessly distract you from the film you're about to enjoy."

And to celebrate its first Florida location, Alamo Drafthouse said it will give away a free year-long, two-person subscription to Alamo Season Pass ― its monthly subscription service that entitles subscribers to one free movie per day. Sweepstakes rules and entry can be found here, while more information on Alamo Season Pass can be found here.

Visit drafthouse.com for more.

Dave Osborn is the regional features editor of the Naples Daily News and News-Press. Follow him on Instagram and Threads @lacrossewriter and on Twitter @NDN_dosborn.

This article originally appeared on Naples Daily News: Alamo Drafthouse Cinema opening first Florida theater in Naples