Customers also will be able to have have food and more than 30 craft beer options served to their seats, even during the film.

“Our folks, we call them ninjas … are staying out of the way; they’re ducking, the communication is not verbal, it’s actually on a piece of paper,” Coco said. “When the lights go down, there’s no verbal communication with the guest unless it’s absolutely necessary.”

All Alamo Drafthouse Cinemas have a strict no-talking, no-texting policy, which the Charlottesville location also will follow.

This will be the third major movie theater chain in the Charlottesville area, and Coco said he think they can all coexist peacefully, even though Violet Crown Charlottesville on the Downtown Mall offers a bevy of food and drink options, too.

“There’s a Violet Crown not too far from an Alamo right in downtown Austin, so we know Violet Crown and we respect them,” he said. “We do things a little differently than they do things … they hang their hat on art stuff; we do some of that, but not as much as them. We do a lot of special programming.”

Violet Crown Charlottesville owner Bill Banowsky said that they believe the people in the area deserve choices when going to the movies.