Assistant Features Editor
The constant thirst for a slushy has been replaced with a want for a strong alcoholic beverage. In between the dimming of the lights and silence your phones clip, a salty buttery hand reaches out of a popcorn tube toward a cold beer.
There is possibility that Reading Cinemas at the Valley Plaza mall will be serving alcohol to their customers in the future if their alcohol license is approved.
Mixed emotions surface the topic of serving alcohol in a family oriented setting that is meant for relaxation and enjoyment.
In the American Time Use Survey, watching television is the top thing people do on their leisure time. Entertainment beats out socializing and sports by over 50 percent.
Business major Adriana Canalas, 18, said that the selling of alcohol in the theaters wasn’t too much of a big deal but noted it could have its flaws.
“It’s a good thing in a way because some people like drinking. But it can also be a bad thing,” said Canalas.
The difference between serving alcohol in a theater versus a restaurant is the environment they’re in. People go to restaurants to have a nice meal and enjoy a few drinks. While people go to the theater to enjoy a good movie.
Restaurants can be sometimes loud, whereas theaters are a quieter atmosphere. Adding alcohol into the system adds to the possibility of moviegoers being loud or distracting to others.
Psychology major Nafsir Khandaker, 21, stated that alcohol could bring in more money for Reading Cinemas.
“I think this will bring in extra revenue for the theater. From a business perspective, I think it is smart. I would do the same.” Khandaker said.
Though revenue in sales can increase from customers who wish to purchase alcohol, there could also be a decrease in sales.
Political science major, Ana Tellez, 21, juggled the thought of the theater selling beer to moviegoers.
“You want it to be quiet while you’re watching a movie,” said Tellez. “People can get pretty rowdy.”
Tellez acknowledged that a loud theater could potientally scare away moviegoers who were there to simply relax in peace.
NRG’s (National Research Group) 2012 statistics found an increase in the age group 25-34 in attending movies, the 18-24 age group is not too far behind.
College students are evenly disbursed among both these age groups. In the article “Who Drinks the Most Alcohol?” Anneli Rufus goes on to say twice as many college students drink than a person who didn’t finish college.
Rufus bases the statistic on culture looking at it as a ‘social thing’ for students.
With a high number of moviegoers who are around the legal drinking age the theaters could possibly increase their revenue.
There have been other theaters that are known for selling alcohol throughout America. The success of alcohol in theaters all depends on the demographics, and the way individuals monitor their drinking.
