Raven's Hollywood & Wine Theaters to Face 'Improvements'

A week or so ago we published a column called , and wouldn't you know it the first topic we got was a rant.

Specifically, ranted that she was unhappy that  a movie she wanted to see with her "tween" was behind the virtual firewall of the "No Person Under 21" gateway, in the lobby of the . 

"The Raven Movie Theater kicking kids out on Saturday and Sunday afternoons -- that's our rant! We went to see The Hunger Games yesterday at 3:30pm and were told we couldn't see it with our young son because it was only showing in the "Hollywood and Wine" theater for 21-year olds and over. You've got to be kidding me! "

Several others chimed in, and I can add my own experience earlier this year, overhearing two women with children complaining to the ticket-taker that Hugo -- a PG movie about a kid in a wonderworld of machinery and movies -- was in one of the "Hollywood & Wine" screens at the back of the lobby (theaters 1 and 2).

They were both surprised and disbelieving, but the ticket-taker was very helpful in calling the Airport Cinemas to verify that they had a showing in about 20 minutes, and if they left right now the group would make it.

A few weeks later, once the film received its 11 Oscar nominations, Hugo returned to Healdsburg in one of the open-seating screens, theaters 3 and 4.

Hollywood & Wine, for those of you who came in late, is the name for the Raven's chic integration of wine and beer service with movie viewing.  Robert Redford successfully pioneered this in his Sundance theaters, and the Raven Film Center was optimistic when it inaugurated the service in August 2009, with a special screening of the food-and-wine friendly Julie and Julia.

At the time, there were only seven similar movie-and-a-drink theaters in California, and while there are more many more in 2012, then as now Healdsburg can point with pride to the distinction of having the wine and beer service option in town.

Adult filmgoers -- that is, filmgoers over the age of 21, not the other kind -- can order a or other microbrew, a glass of or even some cheesecake. It's very civilized, but it doesn't please everyone.

"Optimistically, we're doing the best we can," said Mark Tietsort,the new vice president of Santa Rosa Entertainment Group. "We don't want to upset anyone. We are doing our best to makes sure these films get in the right theater. "

He acknowledged that The Hunger Games, the film at the center of the recent rant, was a tough call. But also at the Raven that week were two movies clearly aimed at an even younger or family-friendly audience, Mirror, Mirror (PG) and Dr. Seuss' The Lorax (G). And Hunger Games was playing on more than one screen at the Airport and several others in Santa Rosa -- all of which are also owned by SREG.

As of today, the Dr. Seuss movie has moved out of Raven, so there's room in the general admission theaters for Hunger Games .  So even though the film is about "12-18 year olds forced to kill each other in an arena," as user put it in another comment, you can now take the kids to see it.

"We had a couple complains about The Hunger Games," said Marshall Cooper, current general manager of the Raven Film Center. "But less than we used to. Most people have learned to check the paper to see if it's playing in one of the Hollywood & Wine theaters."

In the papers and online listings, films showing in the H&W side -- where only 21 and up are allowed due to the beverage service -- are nearly always so marked. "We double-check that our ads and announcements say it's 21 and over," said Tietsort.

"Most of our disappointment now come from people who drive down from Cloverdale," said manager Marshall.

In general, though Tietsort was quick to confirm that SREG was happy with the Raven and its audiences, "We're trying to make improvements in all our theaters," he said.

"We look at a lot of factors -- what films we're showing, what food we're serving, how comfortable the theaters are for providing a good movie experience."

The Raven, he said, will "remain a specialty theater. We do plan on keeping that theater, and we plan on improvements to that theater. "

And about the "firewall" of the 21-and-over gateway?

"Without going into specifics," said Tietsort, "we are doing some things that will solve most of the problem."

A few weeks ago I saw an ABC application for a liquor license change posted in the window of the Raven, and asked about it at the time. The idea as I understood it was to change from a bar license to a restaurant license -- serving both food and wine to everyone.

Kids would be allowed in just as they are at Carrow's or , where drinks are served to adults dining with under 21ers at the same table.

Neither Tietsort nor Cooper would directly confirm that scenario, but it looks like a good bet. Already there are items on the theater menu that fall in the "food" category instead of "snacks" -- panini alongside the popcorn, as it were.

So be careful what you wish for: In coming weeks, the Raven might turn into a "restaurant," with film-goers in all theaters enjoying a specialty brew, or local wine and a sausage sandwich along with their entertainment.