I wanted a specific example more than a general one, so I’m going to go with Alamo Drafthouse. The company built its brand on being the theater chain for movie geeks, people that like the theatrical experience, but wished for something better than what megaplexes were offering. The company rode that identity until 2024, when Sony bought it out. Not coincidentally, 6 months later, they announced that they were mandating the use of QR codes to order food and drinks during the showings. Imagine my surprise when I showed up to a screening and had to dig into my phone, download their app, reset my password, and then navigate a hastily slapped together system just to request a glass of ice water at the start of the 3rd act.

That’s, admittedly, not a huge deal on the face of it. But it’s such a betrayal of the entire reason that I had preferentially chosen to see movies at my local Drafthouse that I haven’t returned since. It does not help my attitude that the underlying reason for this change in policy seems to be cost-cutting and union busting.

While the refusal to change course seems to indicate my aversion is the minority opinion, my mind still boggles at Sony’s willingness to cut off their nose just to spite their face.