AMC Plans To Upgrade Framingham Theatre Experience With Dine-In Service, Alcohol Available for All Screens

To meet the needs of the modern movie goers, AMC Entertainment wants to revamp the Framingham AMC 16 movie theatre on Flutie Pass to create its first dine-in theatre, with full restaurant service in Massachusetts. There are currently 15 AMC dine-in theatres across the country.

The $11 million remodel, which would be funded by both AMC and Shoppers World (the landlord), would convert 7 of the auditoriums to dine-in theatres and the rest of the auditoriums into luxury theatres, with reclining seats, with the ability to have a drink while watching a film.

The plan would reduce the seating capacity of the AMC Framingham by more than 50 percent from 3,627 traditional seats to 1,621 enhanced luxury seats said AMC Entertainment Senior Vice President of Food & Beverage George Patterson.

The plan also calls for alcohol to be available in every auditorium, which Framingham Selectmen approved unanimously 4-0 Tuesday night.

Construction could begin as early as next spring. Patterson said. AMC Entertainment’s goal to keep part of AMC Framingham open during the remodel, he added.

Patterson said employees would increase at the Framingham location from 45 to 175, as waiters and waitresses and kitchen staff would be needed.

The AMC executive said the remodel was needed to meet the needs of the modern movie goer.

“The adult consumer for a lot of reason has left our business,” said Patterson, who added that 70 percent of all movie goers are over the age of 21.

Patterson said the movie industry needs to reinvent itself, so not to lose more customers.

Adults want comfortable seats, less lines and maybe a glass of wine to go with a good movie, said Patterson.

Patterson said remodels have taken place at several theatres in Massachusetts, including Braintree and Tyngsboro. He explained that Tynsgboro has seen an 82 percent increase in attendance since the remodel and 120 percent increase in food and beverage dollars spent. Those two locations did not have the dine-in theatre side, which will operate like a restaurant screening a film.

Ticket prices would remain the same after the remodel, but generally have increased about 6 months after the completion at most locations, said Patterson.

A ticket for a movie after 4 p.m. is $11.25 and $4 more for a 3-D film, now. Earlier movies are $9.50 and $6.50.

Selectmen seemed reluctant at first to approve the plan, which allows alcohol to be consumed in every theatre, and at at every show including the morning matinees.

“I don’t like the idea of someone having a drink at 10 a.m. at the movies,” said Selectman Jason Smith. ”I love the idea of the food.”

Framingham Selectman Michael Bower said he was skeptical when he first learned of the proposal a month ago but the investment of $11 to $12 million in Framingham swayed him.

“They sent the right person,” Selectman Laurie Lee told Patterson, who said after listening to him the rewards outweighed the risks for her.

“This is really exciting. It is a great opportunity for Framingham,” said Lee, who said the new theatre will be a modern-day drive-in inside.

Menu items would include burgers ($12.99), salads ($9.99) and tenderloin tips ($15.99). (The prices were samples included in a handout to Selectmen.)

Alcohol available would include mixed drinks, beer and wine.

All guests will require a movie ticket to be served.

Every guest seeking alcohol, no matter the age, will be asked for ID. Electronic ID devices will be used in the non-dining auditoriums. Cups for alcohol will be different than cups for soda. All bartenders hired will be 21 and older. And Patterson said the theatre will maintain a “zero-tolerance” policy.

Smith asked what would the cost of a beer be.

Patterson said $7.50 for 24 ounce beer.

“Not going to be a 24 ounce beer in Framingham,” Smith replied.

Framingham has a local ordinance that prohibits that amount of alcohol to be served in one serving.

Selectmen raised questions on how many drinks one person could order or be served.

Patterson said it was AMC policy to only serve one drink at a time. Guests, who want a second drink, can order from the wait staff on the dining side or leave the movie to go to the bar on the other side.

“The movie going experience is the single best deterrent we have for alcohol,” said Patterson. ”Once the movie starts, it doesn’t stop. You have to physically get out of your seat if you want a second drink. There is no halftime or intermission.”

As part of Selectmen approving the licenses, the theatre agreed to hire police details on Fridays and Saturdays.

No alcohol will be served after midnight on Mondays, Tuesday and Wednesdays and no alcohol will be served after 12:30 a.m. Thursday through Sunday.

Patterson said that would not be an issue as 90 percent of alcohol at the other theatres are sold between 4 and 9 p.m.

Photo Credit: AMC Entertainment