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Headline, Industry News
Two Cineplex theatres plan to serve alcohol
Wednesday December 03rd 2008If the blockbuster movie at your local multiplex turns out to be a bomb, you soon will be able to ease your pain.
Two local Cineplex Odeon multiplexes are preparing to allow alcohol in their theatres, and it could happen as early as next week.
“We are obviously delighted. This is something that our guests have been asking us for years,” said Pat Marshall, spokesperson for Cineplex Entertainment, which is waiting for liquor board approval.
“Our goal is to start selling at the Varsity Cinemas” as of Dec. 10.
Both the Varsity and SilverCity in Oakville already have licensed lounges in the lobby and VIP theatres that will allow those 19 and older to tipple while they watch the latest releases.
Licensed lounges in the concourse areas of theatres were allowed before, but amendments to the Liquor Licence Act allowing in-theatre drinking only took effect Oct. 23.
At this point, no cinema has been approved for the additional capacity, although Cineplex’s application is well underway. The idea is a pilot project that will end Nov. 30, 2009.
Besides the requirement to set aside auditoriums for adults, theatres face other restrictions:
* A currently licensed lounge with Smart Serve-trained staff (a program for bartenders and waiters).
* An area physically separated and clearly distinguished from non-licensed areas.
* A maximum of two single-drink servings to any individual in a single order.
Because of these restrictions, a spokesperson for the Alcohol and Gaming Commission of Ontario doesn’t believe many cinemas will qualify for the trial.
“We don’t see a lot of people being eligible simply because of the way that they are set up,” said Lisa Murray.
“If they wanted to change their configuration, we would have to make sure that there indeed was a separate area and that they had appropriately trained staff. They would be treated like every other licensed establishment, so we would make sure that they’re not over-serving, serving before or after hours and, of course, not serving minors.”
The only other province that allows drinking in theatres is Alberta, which has similar restrictions and five licensed theatres. It’s allowed in some parts of Europe and the United States, notably the Alamo Draft House in Austin, Tex., which is run like a dinner theatre.
Marshall says the Varsity is already frequented mostly by adults, and the VIP theatres — four in the Varsity, three in Oakville, each holding about 40 — have larger seats with tables between them. Patrons pay a $5 premium to watch a film there.
Theatres are seeking new sources of revenue, but licensing isn’t necessarily feasible for revue houses such as the Fox and Bloor, which would have to switch to adult-only admission across the board.
“If we had to license the whole place, we can’t do that for all of our business hours, because it would be a detriment to our business,” said Alex Woodside, a manager at the Bloor Cinema. “I mean, if we could have certain shows be licensed, that’s something that we could consider, but the family market is huge for anyone in the cinema business.”
Source: The Toronto Star
Headline, Industry News
Two Cineplex theatres plan to serve alcohol
Wednesday December 03rd 2008If the blockbuster movie at your local multiplex turns out to be a bomb, you soon will be able to ease your pain.
Two local Cineplex Odeon multiplexes are preparing to allow alcohol in their theatres, and it could happen as early as next week.
“We are obviously delighted. This is something that our guests have been asking us for years,” said Pat Marshall, spokesperson for Cineplex Entertainment, which is waiting for liquor board approval.
“Our goal is to start selling at the Varsity Cinemas” as of Dec. 10.
Both the Varsity and SilverCity in Oakville already have licensed lounges in the lobby and VIP theatres that will allow those 19 and older to tipple while they watch the latest releases.
Licensed lounges in the concourse areas of theatres were allowed before, but amendments to the Liquor Licence Act allowing in-theatre drinking only took effect Oct. 23.
At this point, no cinema has been approved for the additional capacity, although Cineplex’s application is well underway. The idea is a pilot project that will end Nov. 30, 2009.
Besides the requirement to set aside auditoriums for adults, theatres face other restrictions:
* A currently licensed lounge with Smart Serve-trained staff (a program for bartenders and waiters).
* An area physically separated and clearly distinguished from non-licensed areas.
* A maximum of two single-drink servings to any individual in a single order.
Because of these restrictions, a spokesperson for the Alcohol and Gaming Commission of Ontario doesn’t believe many cinemas will qualify for the trial.
“We don’t see a lot of people being eligible simply because of the way that they are set up,” said Lisa Murray.
“If they wanted to change their configuration, we would have to make sure that there indeed was a separate area and that they had appropriately trained staff. They would be treated like every other licensed establishment, so we would make sure that they’re not over-serving, serving before or after hours and, of course, not serving minors.”
The only other province that allows drinking in theatres is Alberta, which has similar restrictions and five licensed theatres. It’s allowed in some parts of Europe and the United States, notably the Alamo Draft House in Austin, Tex., which is run like a dinner theatre.
Marshall says the Varsity is already frequented mostly by adults, and the VIP theatres — four in the Varsity, three in Oakville, each holding about 40 — have larger seats with tables between them. Patrons pay a $5 premium to watch a film there.
Theatres are seeking new sources of revenue, but licensing isn’t necessarily feasible for revue houses such as the Fox and Bloor, which would have to switch to adult-only admission across the board.
“If we had to license the whole place, we can’t do that for all of our business hours, because it would be a detriment to our business,” said Alex Woodside, a manager at the Bloor Cinema. “I mean, if we could have certain shows be licensed, that’s something that we could consider, but the family market is huge for anyone in the cinema business.”
Source: The Toronto Star
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Headline, Industry News
Two Cineplex theatres plan to serve alcohol
Wednesday December 03rd 2008If the blockbuster movie at your local multiplex turns out to be a bomb, you soon will be able to ease your pain.
Two local Cineplex Odeon multiplexes are preparing to allow alcohol in their theatres, and it could happen as early as next week.
“We are obviously delighted. This is something that our guests have been asking us for years,” said Pat Marshall, spokesperson for Cineplex Entertainment, which is waiting for liquor board approval.
“Our goal is to start selling at the Varsity Cinemas” as of Dec. 10.
Both the Varsity and SilverCity in Oakville already have licensed lounges in the lobby and VIP theatres that will allow those 19 and older to tipple while they watch the latest releases.
Licensed lounges in the concourse areas of theatres were allowed before, but amendments to the Liquor Licence Act allowing in-theatre drinking only took effect Oct. 23.
At this point, no cinema has been approved for the additional capacity, although Cineplex’s application is well underway. The idea is a pilot project that will end Nov. 30, 2009.
Besides the requirement to set aside auditoriums for adults, theatres face other restrictions:
* A currently licensed lounge with Smart Serve-trained staff (a program for bartenders and waiters).
* An area physically separated and clearly distinguished from non-licensed areas.
* A maximum of two single-drink servings to any individual in a single order.
Because of these restrictions, a spokesperson for the Alcohol and Gaming Commission of Ontario doesn’t believe many cinemas will qualify for the trial.
“We don’t see a lot of people being eligible simply because of the way that they are set up,” said Lisa Murray.
“If they wanted to change their configuration, we would have to make sure that there indeed was a separate area and that they had appropriately trained staff. They would be treated like every other licensed establishment, so we would make sure that they’re not over-serving, serving before or after hours and, of course, not serving minors.”
The only other province that allows drinking in theatres is Alberta, which has similar restrictions and five licensed theatres. It’s allowed in some parts of Europe and the United States, notably the Alamo Draft House in Austin, Tex., which is run like a dinner theatre.
Marshall says the Varsity is already frequented mostly by adults, and the VIP theatres — four in the Varsity, three in Oakville, each holding about 40 — have larger seats with tables between them. Patrons pay a $5 premium to watch a film there.
Theatres are seeking new sources of revenue, but licensing isn’t necessarily feasible for revue houses such as the Fox and Bloor, which would have to switch to adult-only admission across the board.
“If we had to license the whole place, we can’t do that for all of our business hours, because it would be a detriment to our business,” said Alex Woodside, a manager at the Bloor Cinema. “I mean, if we could have certain shows be licensed, that’s something that we could consider, but the family market is huge for anyone in the cinema business.”
Source: The Toronto Star
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