Banning Madonna from your business? THAT’S community.

Community

After Madonna recently texted throughout an indie film screening, the famous Alamo Drafthouse made an announcement.

Alamo, a fantastic theater chain (Which I’ve been to!) that serves food and beer during movies (much like Oakland’s Parkway Theater), is well known for it’s strict values about not about disrupting movies. Founded by and patronized by film lovers, the Alamo has famously kicked people out for texting during movies (warning: mature language):

Why? Because this is a value their community cares deeply about. Their extreme adherence to this rule builds a much stronger emotional connection with their customers than anything else they could do.

But banning Madonna? Especially the Madonna who just released an indie film? Isn’t that a bit extreme? Won’t that hurt business?

Absolutely not. This is community-building.

Alamo is sticking to their values – taking them to an extreme, even – and it’s going to make their fans love them even more. For every hardcore Madonna fan who might swear off Alamo there’s going to be 3 passionate filmgoers who will make the extra effort to patronize Alamo.

Is this PR? Sure. Madonna wasn’t in an Alamo Drafthouse; they didn’t have to comment on this story. But it’s community-driven PR. It’s building a story not around whatever’s hip, but around what really, emotionally, honestly resonates with your community. As others have said, community is the new PR.

Don’t go middle of the road to avoid insulting people. Stick to your community’s values and back them up, even if it means doing something extreme like pissing off a major celebrity. It’ll make your fans love you (and bring you return business) even more.