Providing snack food is one way theaters ampted up their appeal in the 1930s, but how should they improve now?

Much has been talked about in recent months about the growing tensions between Hollywood studios and movie theaters, and no greater tension exists than the one over profits. The advent and popularity of 3-D technology has added to this issue, and nowhere is it being felt more than the pockets of patrons. The high prices of 3-D tickets is easy enough to understand, though many still fail to find them excusable, and it appears the “gimmick” is here to stay for at least the foreseeable future. With some audiences getting what they want with more movies being shown in 3-D and other audiences vexed about the higher ticket prices, what’s to be done? The answer may lie in film history.

Back in the 1930s when America was dealing with the Great Depression, the film industry was doing everything it could to survive. For the studios this meant producing more movies at lower budgets, and for exhibitioners (theaters) it meant drawing in as many people as possible by offering greater value for ticket prices. Many theaters showed double and even triple-features to entice patrons to buy a ticket (the second features being typically of lesser quality – hence the B-movie label), perhaps along with a couple shorts. It was also at this time when theaters began selling food and drinks in their lobbies in order to keep people from having to exit the theater between shows to find refreshments elsewhere. Audiences today like to complain about the high prices of the popcorn and soda they buy, but the food nevertheless does have a convenience factor attached to it (not to mention that profits from concessions are theaters’ primary income).

Other ways theaters used to attract patrons include providing free giveaways like pillows, dishware, drawings for door prizes, and other such things. Giveaways and drawings still take place, but they’re reserved primarily for preview screenings (if you’re lucky enough to get into one) and midnight showings for big releases (such as a Star Wars or Star Trek film). In the 1940s it was also not unheard of for theaters to provide daycare services. The idea was that a wife whose husband was off at work or war could come to the theater, drop off her child/children at the theater’s daycare and relax and enjoy a double-feature for an afternoon. This idea is not such a popular one nowadays because of the high costs it would demand, however there are still one or two theaters who provide daycare today, one being the Muvico Rosemont 18 Theater in Illinois.

If ticket prices continue to climb as they have been doing recently, whether because of the industry’s interest in 3-D or some other reason, audiences are going to start demanding greater value for their money. Now, the industry might claim that the ticket prices are going up because they’re providing greater value with said 3-D, but as long as there is an outcry against technologies such as 3-D in which audiences don’t have a choice in paying normal prices or 3-D prices (which thankfully is not yet the case but is becoming a greater and greater possibility) those audiences are going to demand a different elevation of value in the moviegoing experience. What I am about to propose might seem ludicrous or in poor taste, but bear in mind that it is not an entirely original idea – meaning that there are many theaters in the world doing what I’m about to suggest. Why don’t American theaters make it customary to serve alcohol?

Some luxury theaters like this offer alcohol, but the privelage comes only after buying a $35 ticket. Obviously, though, this need not be the only way to go about the idea.

For some this may seem idiotic, and for others it may seem like an obvious improvement. Most theaters pride themselves on being very family friendly in terms of atmosphere and low costs, and being that the familial demographic is one of the two biggest theatergoing demographics (the other is teenagers) who can blame them for catering to this niche? One way to avoid encroaching on this persona is to offer alcoholic beverages after all the normal showtimes are finished (i.e. cater to the “bar scene”). Most theaters begin their last round of showings between 10 and 11pm, which means any following showings couldn’t begin until at least 1:30am the next morning. Most states and cities dictate that any establishment that serves alcohol cannot do so after 2am, 3am, or 4am, depending. So, if the only window were to be between the last regular showtime and 3am, say, there could only be one showing permitting its patrons to drink alcoholic beverages. This would hardly be enough to justify the cost of a liquor license, beer, wine and other such inventories, and extending the hours of theater workers. So how could this plan actually work?

Cinema 21 in Portland, Oregon is an art house theater that began serving beer and wine on March 13^th, 2009. Their practice was to serve alcohol only to patrons with tickets to select showings, and at these particular showings anyone under the age of 21 could not be admitted. This is one way to go. In order to justify the costs of serving alcohol a theater can restrict which showings are allowed to admit such beverages throughout the course of the day, such as those showings which are rated R and/or intended for adults only. However, in the case of Cinema 21, new abilities have become available starting April 2nd, 2010. A notice posted on the theater’s website reads as follows:

“We are pleased to announce that, with very few exceptions, we no longer have to restrict minors from those shows at which we serve beer and wine to adult customers. Virtually every evening show is now open to patrons of all ages. We will be sure to indicate which programs, if any, are restricted to 21 and over only.

We have been aware since we began selling alcohol in March of 2009 that many patrons have been disappointed that minors were not allowed at most of our evening shows. We’ve worked on getting that changed right from the day that we began alcohol sales, and the efforts have paid off.

The new plan highlights several measures that create a standard of alcohol service that will ensure all [Oregon Liquor Control Commission] requirements are satisfied. Cinema 21 is committed to strict adherence to the law regarding alcohol sales.”

Luckily for them they can now admit patrons under the age of 21 to showings where those over 21 are allowed to have beer and wine. The full details of the theater’s agreement with the OLCC were not made available, however one must assume that other measurements are being taken to assure no underage drinking takes place.

I’m not suggesting that every theater turn into Cinema 21, however it could serve as an example of how to raise revenue for other small, privately owned theaters across the country should any of them have trouble with down admission numbers. Larger theaters could also decide to serve alcohol (many in Europe do already), but would probably opt to not mix underage and of-age patrons.

What do you think about allowing alcohol to be purchased at movie theaters? Would the availability of beer and/or wine increase the likelihood of you attending a movie theater? Would you consider the availability of alcoholic beverages fair compensation for higher ticket prices? We would like to know what your thoughts are, so don’t hold back. Tell us what you think.

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