Call it the confluence of box office and beer.
Leawood, Kan.-based AMC Theatres, the nation's second largest theater chain, plans to serve beer and other alcohol at its multiplex in Burbank, the Los Angeles Times reports.
The AMC Burbank 16 on May 23 applied for a license to serve alcohol at one of the busiest theater locations in the Los Angeles area. The permit, which is pending with the California Department of Alcoholic Beverage Control, would allow AMC to open a bar for theater patrons.
"We are exploring all of our options at AMC Burbank, and the licensing of alcohol is one of the steps we consider to assist us in making the best, appropriate business decision," said Ryan Noonan, spokesman for AMC Theatres.
Selling beer, wine and other alcohol has been a growing source of business for theater chains, including AMC, which has 65 bars at theaters across the country, including one at a dine-in theater in Marina del Rey that the chain opened in 2012.
Offering premium food and beverage services is way for theaters to lure patrons to the multiplex and away from watching a movie in the comfort of their homes — and to spend more money once they get to the theater.
Florida-based luxury theater chain IPic Theaters (formerly Gold Class) sells alcohol at its theaters in Pasadena and at a new location in Westwood.
Cinepolis Luxury Cinemas, the Mexico City theater circuit, has opened three luxury theaters in Southern California, including a new location in Westlake Village, where patrons can order gourmet food and drinks from their seats.
And ArcLight Cinemas opened a premium cinema in El Segundo in 2010, allowing patrons to bring alcoholic drinks into a theater reserved for those age 21 and older. ArcLight's Hollywood theater also serves alcohol.
-- Richard Verrier, Los Angeles Times