Is a buttery Chardonnay the perfect pairing for a bucket of movie popcorn? Theater owners are hoping so.
Movie theater attendance has declined significantly in the past five years, according to industry data, even as the economy has rebounded; many customers are binge-watching streaming services at home rather than heading out to the cinema. But a group of theaters—both independent establishments and chains—are trying to lure back customers with new concession items: alcoholic beverages, including wine.
Theaters have experimented with wine for nearly 20 years, but it’s always been more of a novelty than a standard part of the experience. But as owners try to draw audiences back with bigger screens, better picture and sound quality and comfy reclining seats, some are seeing that wine, beer and cocktails are one way to make a night at the movies more tempting.
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