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Charter was faced with the challenge of introducing a pioneering Texas-based movie theater chain, equipped with food and liquor licenses, to the East Coast market. The tenant, being relatively unknown in the region, had limited to no existing brand recognition.
Charter carefully identified “Free Zones” in densely populated, up-and-coming areas to strategically position Alamo locations. These sites include existing closed theaters and ground-up developments. Within a span of three years, Charter created opportunities across Virginia, Washington DC, New York City (Manhattan, Brooklyn, and Staten Island), and the broader Northeast. As a result of these efforts, Alamo Drafthouse has established a commanding presence in these markets.