Rave at The Greene began offering the in-theater alcohol sales on Friday and Saturday nights in two designated, reserved-seating auditoriums, said Jeremy Devine, the company’s vice president of marketing.
The theater also offers alcohol sales at Thursday midnight shows in a separate, age-restricted auditorium.
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 and pay a $3 surcharge to purchase tickets to these designated auditoriums, formerly known as Director's Hall theaters.
Films shown in the age-restricted auditoriums are presented on additional screens to make them available to wider audiences, and beer, wine and a featured cocktail are sold from carts.
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.
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