People looking for a special movie-going experience this holiday weekend should know the AMC movie theater in the Essex Green Shopping Center had dropped its food charge requirement.
When the AMC Essex Green Cinema opened its doors last November, it was touted as a $5 million renovation project that would revamp the theater into a cinema dining experience – the state's first. The dinner and movie package cost a minimum $20 per person. However, less than three months after its grand opening, AMC dropped its policy of requiring each patron to purchase a minimum of $10 or $15 for food and drink.
"During the first few months the concept included a ticket and food fee," said Nolan Eugenio, manager of . "Some locals weren't comfortable with the new concept but we welcomed them and asked them to try it out."
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Initially each person paid $10 for a ticket and then either paid an additional $15 "experience charge" to watch and eat in one of the four Cinema Suites or an additional $10 to enjoy a movie in one of the five Fork & Screen theaters. This "experience charge" went towards food and drink.
"Many were discouraged by the $20 to $25 minimum fee so there were some ups and downs initially," said Eugenio. "At the beginning of the year we dropped the ‘experience charge' and gave people the option to purchase food and drink at their leisure."
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According to Eugenio, there has been an increase in attendance, although food sales have dropped a little.
"We recently went and saw two movies there, making it a day at the movies," said Tanya Manning-Yarde from Bloomfield. "There wasn't any pressure to pre-purchase [food and drinks] and pay in advance. While at the first movie, we ordered appetizers, and at the second we ordered sandwiches. It is a place I really enjoy seeing movies because of the comfortable seating, non-existence of crowds, and overall mellow ambiance."
After the renovation, the theaters went from about 300 seats each to about 100. In the Cinema Suites the seats recline fully back and make you feel you are sitting in a La-Z-Boy.
"Many people are taking advantage of buying their tickets online, too," Eugenio continued. "They can reserve a seat. Regardless of what time they come to the movie, that seat will be waiting for them."
The kinks in the food service – from waiting too long for food to hiccups with settling the bill — have also improved, said Eugenio.
"There isn't any other AMC theater [in New Jersey] that had the dine-in concept before us," said Eugenio.
The movie-going experience has both ups and downs, say patrons.
"I love that I can eat an appetizer, meal or dessert. I mostly love that I can have a cocktail with my movie," said Emile Lafond from Montclair. "When I go to see a movie, though, I don't want to multitask! The waiter service can be distracting. Paying the bill in a dark room in the final act can be a bit annoying."
One thing that hasn't changed is the adult requirement. With a full-service bar, called MacGuffins, the admission policy for the theater remains at 18 and older unless accompanied by a parent or guardian. The Cinema Suites, where alcoholic drinks can be ordered, is still strictly for guests 21 and older.
