A popular movie theater chain is facing backlash after unveiling a new mobile ordering policy that requires patrons to use their phones during films.

Alamo Drafthouse, which opened in Austin, Texas, in 1997, built a cult following based on its mission to 'create the best cinematic experience in the world' for patrons.

The theater offers a wide array of film showings at its dozens of locations across the country, ranging from the newest blockbuster hits to foreign films and classics.

A pinnacle part of the Alamo Drafthouse experience is the ability for customers to order food and drinks with a server and have their selections delivered to their seats.

However, the company's newest food ordering policy requires moviegoers to break the golden rule of theater etiquette: using their phones during the film.

In February, Alamo Drafthouse retired the pen-and-paper order card and call buttons and shifted to taking orders via QR codes at all times.

However, the change has prompted harsh criticism from fans who feel the policy is distracting and diminishes the movie-going experience.

Actor Elijah Wood condemned the change on X, writing, 'A move completely antithetical to the ethos of the Alamo and to those who love the theatrical experience they provide. This is a profound and upsetting mistake.'

Alamo Drafthouse has insisted that the new ordering method will improve the overall experience.

'Yes, it means you'll need to use your smartphone and a custom-built "dark screen" to order food or drink during the movie,' the company said in its announcement.

'This doesn't mean we're changing our rules on talking or texting during the movie.

'Putting ordering control directly in our guests’ hands allows us to move faster and more efficiently, creating a smoother, more responsive experience without added distraction.'

Over 8,000 people have signed a petition demanding that Alamo Drafthouse 'reinstate the no-phone use policy and save the sanctity of the screening.'

'We don't want an app, a QR code, or an auditorium filled with glowing screens. We want the scratch of a tiny pen on a recycled slip of paper,' the petition states.

'We petition Alamo Drafthouse to reinstate the analog ordering system. Keep our smartphones off and in our pockets where they belong.'

On social media, moviegoers have expressed their frustration with the change.

'The experience of trying to enter my credit card number on my phone in a dark movie theater while the movie is playing before I can order anything is truly horrible,' one person wrote on Reddit.

'You can't even get a water anymore without giving a credit card number. And it doesn't use your saved card from the app. And it doesn't save for next time so you need to do it again at your next movie. So annoying,' wrote another. 

A third person wrote, 'It’s not just the food though. It’s also the disturbance of people having to enter their CC info during a movie. And also the principle of the thing. Alamo used to actually be a fun place to see a movie.' 

Others said that they don't mind the change, but they want Alamo Drafthouse to improve its quality in other areas.   

'A much bigger problem is the decline in food quality and menu options. Mobile ordering doesn’t bother me at all. It’s not a distraction and works just fine,' one person wrote. 

'People just hate change. It’s so easy to use, not distracting at all (I would argue the previous method was much more distracting) and so much more efficient than pen and paper,' wrote a second.

'Children will laugh at this one day that people used pen and paper to order and fought to keep it implemented.'

A third person added, 'Y'all, just pregame and sneak some food in lol.'

The Daily Mail contacted Alamo Drafthouse for comment.