Brew ‘n’ View – what a concept

Charleston.net says that Cinebarre wants to expand into Mount Pleasant:

Mount Pleasant moviegoers could find a new way to quiet noisy neighbors in the theater — buy them a beer or a burger.

A North Carolina-based company called Cinebarre has filed plans with the town to turn the former Movies at Mount Pleasant multiplex into a 10-screen theater with bar drinks and an expansive food menu.

While the concept is not new, it reflects a re-emerging trend within the theater industry, as companies look to enhance the traditional cinematic experience to boost attendance and profits.

“You see theaters that are looking for new concepts to keep it fresh,” said Michael Furlinger, owner of the Terrace Theater on James Island, which shows independent films and offers alcoholic drinks on its beverage menu.

Regal Entertainment Group owns the Mount Pleasant theater, which opened in 1995 and is now called Regal Mount Pleasant 12.

Regal spokesman Russ Nunley said the redevelopment would be a joint venture with Cinebarre but said it’s in the early planning stage. He said the companies are testing the concept in Asheville, N.C., and if that is successful, Mount Pleasant “is one of those sites that, if we choose, will be similar in design,” Nunley said Thursday.

Cinebarre listed Denver as another potential location for one of its food-and-film venues, according to its Web site.

Plans submitted to Mount Pleasant call for about $1 million worth of renovations for the interior of the Houston Northcutt Boulevard building.

Two of the existing theater rooms would be converted into a kitchen, and the concession stand near the entrance would be transformed into a bar, plans show. Appliances would include a 12-tap beer dispenser, a margarita maker, a walk-in beer cooler and an espresso machine for mixed coffee drinks.

Cinebarre’s first location, which opened in the North Carolina mountains in June, offers a menu that includes onion rings and mozzarella sticks.

“You can’t exactly serve pasta in a darkened theatre,” said Randall Goldman, managing partner of Patrick Properties, who helped run the American Theatre when it showed first-run movies between 1998 and 2005. The upper King Street venue also offered a variety of food and drink to its customers.

Goldman said the two-screen theater attracted good crowds, but was too small to generate a substantial profit, so the company decided to shut it down.

Still, adding food to the movie-going experience can be a profitable move, Goldman said. More than half of the revenue from each ticket sale goes to the film production company, meaning theaters must rely heavily on concession sales.

“That’s the reason popcorn is so expensive,” he said. “It’s the only source of revenue that a theater has.”

The concept of expanding a theater’s menu does carry some risk.

For example, Regal would remove about half of the existing seats for tables.

Also, the logistics can be tricky when it comes to serving food in such a large complex.

Furlinger of the Terrace noted he’s never been to a movie theater that serves good food.

“Just because you serve alcohol doesn’t mean you’ll be successful,” he said.