Alcohol is available in the theater’s lobby restaurant, Crave, but those drinks can’t be carried into auditoriums. “Crave is open to the public, but this is actual service in the theater,” Devine said.
Patrons must show ID that they are at least 21 years old at the box office to purchase tickets for auditoriums with alcohol service. Beer, wine and a featured cocktail are sold from carts in those auditoriums.
Films shown in the age-restricted auditoriums are presented on additional screens to make them available to wider audiences. There is a $3 surcharge for the reserved-seating auditoriums, formerly known as Director’s Hall theaters.
The Greene cinema is one of five in the Rave chain to offer in-theater alcohol sales, Devine said. The Dallas-based company owns or manages about 1,000 screens in 65 theaters in 20 states.
The theater hasn’t had any issues related to liquor sales, but it has increased security “because we are introducing alcohol into the mix,” Devine said.
The National Association of Theater Owners estimates there are 300 to 400 U.S. cinemas with in-theater restaurant and alcohol service. “It is something that you are seeing becoming more popular as a way to branch out and diversify and offer more choices to your patrons,” said Patrick Corcoran, a spokesman for the group.
The Neon theater in Dayton has seen its per capital concessions sales increase since 2002, when it started selling beer, wine and cocktails in the lobby, said Manager Jonathan McNeal.
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