Regal Cinemas at Berkshire Mall Granted Liquor License
 The Board of Selectmen approve the license on Monday night. |
The Board of Selectmen approved a liquor license Monday for the cinema to sell beer, wine, and mixed drinks. Andrew Upton, who represented the company, said the move helps the theater attract more moviegoers.
"This has been what the moviegoing public has been demanding," Upton said.
"This is the type of amenity to draw people to the theater."
Upton outlined a strict policy in how the alcohol will be managed, which exceeds that of local bars. He said patrons need to show identification at the point of sale and they are given a wristband. Servers can only give one drink per person at a time and staff monitors the movies to ensure nobody is being obnoxious or giving their drinks to someone underage.
"We have never had a violation in a place we have a liquor license," Upton said of the 85 other cinemas the company operates nationwide.
Not only are the wristbands marked for each drink, limiting a customer to three, but Upton says the market studies show movie theaters aren't establishments that encourages excessive drinking. He said one in five moviegoers actually get drinks.
But, that one could be the one who ends up taking the entire group to another place that sells alcohol, like the Beacon Cinema in Pittsfield.
Further he says the industry is moving in a direction to have special cocktails promotions to go with the film being shown, encouraging more people to attend. He said with entertainment access being much more easily accessible through technology, the industry is adding amenities to make the viewing in a theater more enjoyable.
Of those who do drink, only one in eight ever leave their seat once the movie starts. In general, the moviegoer shows up just before the movie starts, gets a drink, and then watches the entire movie. The only time people leave the theater is to go to the bathroom or if they really want more refreshments, he said.
"The average person doesn't get up. There is no halftime or injury timeouts," Upton said.
Berkshire Mall Manager Joe Scelsi attended Monday's meeting to support the cinema. He said the mall and its owners think it would be a good addition.
"The point isn't to sell as much alcohol at they can. It is an amenity," Scelsi said. "I'm comfortable with it. I think it can be well controlled and well managed."
Scelsi promised the Selectmen that the mall is still going to be "family friendly." Chairman John Goerlach said he was reluctant at first when heard of the plans but Scelsi's support swayed him. He said there is no reason why Regal shouldn't be given a chance to compete with other movie theaters which do sell alcohol.
Selectman Robert Ericson said he was sad that people can't go to a movie without wanting to have a drink.
"I see this as a sad point to come to; to have to have a drink to see a movie," Ericson said.
The addition of alcohol comes shortly on the heels of a major renovation to add reclining seats in the theaters. Upton said that has renovation has doubled attendance.
Tags: alcohol license, Berkshire Mall, movie theater,
