Pokemon Go launched on July 6, it took only a day or two for the Austin, Texas-based chain to embrace the fervor and happily encourage patrons to play the mobile game in its lobbies, even creating special cocktails.

Public places like movie theaters are prime hunting ground for Pokemon Go players, but in the ongoing battle to make sure patrons don't use their phones while watching a movie, the augmented reality game is a new, and unwelcome, wrinkle.

So when it comes to the actual auditorium, Alamo Drafthouse continues to enforce its zero-tolerance policy toward cellphone use of any kind, a rule spelled out in a PSA that plays before each movie.

Not wanting to take any chances, Alamo has created a separate PSA addressing the Nintendo game, which in less than a week has transformed into a cultural phenomenon, becoming the most popular mobile game in history and sending 20 million people a day (and counting) into the real world to hunt virtual cartoon characters.

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