Alamo Drafthouse Launches Microsite

Friday, October 22, 2010

In the midst of a national expansion, Alamo Drafthouse Cinema LLC unveiled a new "badass" vertical website for lovers of movies, food, booze and fun.

The so-called Badass Digest "springs from the movie-loving culture of the Alamo Drafthouse," according to the press release, and will include features on film, travel, beer, clothes, comics and more. The company picked-former CHUD.com editor Devin Faraci to act as editor-in-chief.

"A badass is someone who is unique, uncompromising and dedicated to following their vision. A badass is someone blazing their own path, someone setting the standard. Fashion and fads come and go but badass is forever," Faraci said in a statement.

Columns will include the "The Badass Hall of Fame," which will induct a person, real or fictional, and detail what makes that person unique and a worthy of being a hall of famer. A section called "The New Optimism" will seek to find the bright side of current movie news, such as Darren Aronofsky signing on to Wolverine 2. Also, "Make It Stop" will dive into the worst movies every made.

Eventually, the site will write features on the craft beer scene, unusual travel destinations, meal ideas and movie picks of the week.

The announcement comes just after the company picked up theater veteran Tim Reed to steer growth as the company expands to Los Angeles, New York City and beyond. The company has re-energized growth since founder Tim League returned as company CEO this summer. He recently merged his three Austin theaters with a company that bought franchising rights in 2004.

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