The Alamo Drafthouse Cinema, a Texas-based movie theater chain that is currently in the process of expanding to new and bigger markets, is notorious for forcing proper moviegoing etiquette. The Alamo Drafthouse doesn’t allow kids under the age of 18 without parental accompaniment. It doesn’t allow patrons to enter a theater after the feature has begun. It enforces a strict no-distractions policy that means if you’re caught texting during a movie, expect to be shown the exit.

We’re talking about the place that banned Madonna for texting during a film.

Now, in a none too surprising turn of events, The Alamo Drafthouse has announced a blanket ban on Google Glass.

Alamo Drafthouse founder Tim League took to Twitter, saying Glass is a no-go as soon as the lights in the auditorium dim for trailers.

Google Glass is officially banned from @drafthouse auditoriums once lights dim for trailers. http://t.co/gVp4u1yCJy #MovieManners

— Tim League (@timalamo) June 9, 2014

He then faced a barrage of questions, to which he provided some clarification. For instance, one Twitter user was worried about Google Glass rigs that also serve as everyday prescription glasses – would those be allowed, as long as they were turned off?

League says probably, as those sorts of special circumstances will be addressed on a case-by-case basis.

.@gay4soccer It will be case by case, but if it is clear when they are on, clear when they are off, will likely be OK

— Tim League (@timalamo) June 9, 2014

He also made it clear that this is mostly about piracy concerns, rather than a generic annoyance factor.

.@macjaeh @gay4soccer policy only about piracy concerns. But on a personal level, I advocate turning off distractions during a movie.

— Tim League (@timalamo) June 9, 2014

.@VEllisWade We also don't allow video cameras in the theater, but that has always been a policy.

— Tim League (@timalamo) June 9, 2014

And later, after some time had passed for blowback:

In the partially obscured eyes of GoogleGlass early adopters, I seem to be the most hated man in America.

— Tim League (@timalamo) June 11, 2014

I don’t know if I’d go that far, but Glassholes do have a bit of a persecution complex.

Remember that guy who wore Glass during a movie in Ohio, and then was shocked when he was hassled by the Feds? Sure, they overstepped and overreacted (at least in my book), but dude – you gotta see that coming.

Is the Alamo Drafthouse’s new ban a headlines grab? Possibly. But it’s also in line with past decisions by the tech-resistant theater chain. And Alamo Drafthouse is unlikely the last theater to adopt some sort of Google Glass regulations, in that this is probably the beginning of what will eventually be one giant snowball. Apart from casinos, movie theaters are the most obvious place where a Glass wearer should probably expect to be harassed. Google Glass adopters have to concede that turned off or not, some people are always going to be wary of those with cameras strapped to their faces.

h/t Deadline, Image via Google