Competition | June 2014 | By Tamara Omazic

Let’s Go to the Movies

With box-office sales struggling, movie theaters find a way to keep business fresh: foodservice.

Quick service food in movie cinema houses draw customers to theater.
Cobb Theatres launched a fast-casual service style in many of its traditional theaters where guests order hearty food items in a café setting and can bring them into the auditorium. Cobb Theatres
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The movie theater’s lights dim. A man and woman sit cradled in a leather love seat–style recliner as the previews begin. A handful of black-clad waiters and waitresses scatter from the aisles, quietly, unobtrusively making their way out as the film rolls. The man and woman settle further into their seats and unfold napkins onto their laps. Before them is a sturdy foldout tray holding dinner and drinks: two gourmet cheeseburgers with sweet potato fries and a pair of ice-cold beers. Behind them sits a family of four, and while the kids munch on buttery popcorn and chocolate candy, mom and dad enjoy a fruit and cheese platter with a glass of crisp white wine.

Meanwhile, in the lobby, moviegoers stand in line at a grand concession stand, ordering slices of pizza and packaged salads to go with soft drinks. Past the line, there is a bar area where couples sit at high-top tables with mixed drinks in hand. The red tile wall of the bar offers a window into a kitchen where line cooks prepare hot entrée dishes for the next round of movie patrons, working quickly to ensure everyone gets served before the feature presentation.

Unseen to the moviegoers is the robust behind-the-scenes operation necessary for the seamless melding of two business concepts—the cinema and the restaurant—that is increasingly popular in modern movie theaters. As box office sales declined in the past decade, both large theater chains and independent cinemas sought out ancillary revenue streams, and the journey has led many to enhance a ubiquitous part of the movie-going experience: foodservice.

“When the cinema industry first was conceived, everyone saw it as a place to go and watch movie stars on the big screen, but then realized there was a need for snacks and food and beverage during the event,” says Larry Etter, director of education for the National Association of Concessionaires and senior vice president of theater services for 29-unit Malco Theatres. “As the expense for presenting films grew, secondary and ancillary revenue streams were created. You saw the development of concessions … to support the profit offset.”

Etter says movie theater foodservice has evolved greatly in recent years. Many theaters, he says, are taking a page from the restaurant industry’s playbook, offering upscale options at the concession stand and integrating both full-service and limited-service dining into the overall experience.

What approach a theater takes depends greatly on its location, the demographic it serves, and the surrounding competition, says Patrick Corcoran, director of media and research for the National Association of Theatre Owners, a trade exhibition organization representing the movie theater industry.

“It’s something that’s been around for decades, that idea of brewpub second-run theaters once popular in the Northeast and in Texas. In the ’80s, it expanded a little bit when these concepts could get first-run movies,” he says. “Now we have national circuits getting interested in the idea.”

Just as many quick-serve innovations are rooted in full-service trends, the movie industry’s current foodservice landscape can trace its roots to concepts that aimed to replicate the casual-dining atmosphere with heartier food, alcohol, and a wait staff.Austin-based Alamo Drafthouse Cinema, which began as a second-run dine-in concept in 1997, is one example of an early movie-dining concept that’s embraced innovation and changed with the times.

“When Alamo first opened, foodservice was on the forefront of something we wanted to do. Originally, it was simple stuff like pizza and burgers,” says Trish Eichelberger, Alamo’s concept chef in the Austin market. She says that over the years, the concept has shifted to upscale entrée and snack offerings.

For example, at Alamo’s Slaughter Lane location in Austin, moviegoers can enjoy chips with white bean hummus or goat cheese and roasted red pepper for a snack. Burgers are available with beef, chicken, or veggie patties, and come with toppings like smoked bacon, arugula, queso blanco, and pesto. Salads, wraps, and gourmet pizzas are also available. Adults can indulge in wine, beer, cocktails, or alcoholic milkshakes.

“We try to pay attention to menu trends,” Eichelberger says. “Waiters come to guests before the feature starts, and we have a reserved seating system. We also have a flag system so there’s as little interaction between with waiters during the feature presentation [as possible].”

Like many quick-serve dining establishments, Alamo Drafthouse also stays on top of trends like local sourcing and consumers’ growing demand for fresh ingredients, Eichelberger says.

“One of my big goals for this year working out of our Austin market is to focus on more local food and reach out to local businesses and farmers,” she says. “We don’t want to seem like just any other chain that comes in, we want to have strong ties to the community. Later on this spring, we’re hoping to do a local special in the Austin market with pizza that features ingredients from local farmers markets.”

Alamo Drafthouse also specializes in themed cinematic dining events such as a “Broadway Brunch” featuring iconic musicals and “Afternoon Tea” featuring period pieces.

Its “Food & Film” events take the dining experience to the next level as guests get to indulge in multi-course meals that replicate food in the feature movie. For example, Alamo’s Slaughter Lane location offered a spicy four-course meal with seafood and wine pairings to coincide with Marilyn Monroe’s Some Like It Hot.

Eichelberger says she gets to work with movie studios for some of these events to create an authentic experience.

“We were lucky enough to work closely with Fox Searchlight [on a ‘Food & Film’ event] for Wes Anderson’s The Grand Budapest Hotel to get some really in-depth information about the food and the film well before it came out,” she says. “That’s our major advantage—as you start to see how much detail and how authentic we want to make the experience for the customer, [movie studios] are becoming more willing to work with us.”

Full-service dining dominated the most recent wave of movie theater innovation. CinéBistro, which first opened in Miami in 2008 as a satellite concept of traditional 18-unit chain Cobb Theatres, is one such example of a cinema restaurant concept that seeks to compete with high-end, white-tablecloth establishments.

“We identified a niche of a moviegoer who really cut down on the amount of time they were going to a movie or eliminated it altogether because of what a traditional movie-going experience has become nowadays, which is very crowded and sometimes rowdy,” says Fred Meyers, CinéBistro’s executive director.

He says CinéBistro answers the needs of adult moviegoers—patrons must be 21 to enter—looking for a consolidated but high-quality movie experience with chef-inspired food, attentive table service, and cocktails, all under one roof. Dinner is served during a pre-show at the seven current CinéBistro locations, and each theater boasts a menu overseen by an executive chef.

At the original Miami location, guests—who must arrive 30 minutes prior to show time for in-theater service—can enjoy appetizers like Wagyu Sliders, Pork Belly Skewers, and Shrimp Lettuce Cups. Entrée options include Sesame Crusted Tuna with an edamame-avocado purée and jicama cilantro slaw; Churrasco Steak with roasted tomato chimichurri sauce, black bean rice, and plantain crisps; and Buttermilk Fried Chicken with mashed potatoes and bacon and Cheddar waffles.

The menu also includes an array of burgers, light sandwiches, salads, and desserts. Food options range in price from $9.50 for the least-expensive appetizer, Smoked Chicken Banh Mi Sliders, to $22.50 for the Roasted Snapper Mojito, a fish entrée.

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