Traditionally, the concept of “dinner and a movie” involved two separate outings. If you’re going on a movie and dinner date, it would usually mean making a reservation at a nice sit-down restaurant and then watch a movie at AMC, or vice versa.
These days, the rising popularity of dine-in theaters has revolutionized this classic date night formula. Today, moviegoers can enjoy a full meal while watching their favorite films.
Although classic movie house snacks like popcorn, nachos, and candy remain staples, many theaters now offer more dining options to draw audiences away from at-home streaming services and back into the cinema.
In a recent episode of Eater’s Digest, the hosts Amanda Kludt and Daniel Geneen looked back at the history of food at the movies with Professor Jonathan Kuntz from UCLA’s School of Theater, Film, and Television and also visited Williamsburg’s Nitehawk Theater to see firsthand how modern theaters are enhancing the movie-going experience with a more diverse menu.
The Origin of Concession Stands
During the Great Depression, movie theaters were among the first businesses to face financial difficulties so in the early 1930s they had to try various strategies to attract audiences, including discounted showings and double features. But soon they found out that food sales proved particularly profitable. At the time, moviegoers would buy snacks from nearby drugstores and food carts before entering the theater. So movie theater owners started to introduce concession stands inside the theaters.
Why Popcorn Works
Popcorn was already popular in the US the early 1900s, but it wasn’t until the 1930s when it became a thing in movie theaters. Popcorn was cheap so theater owners figured they could jack up the price and get more profit. Also, the enticing smell of freshly popped popcorn wafting from theater doors was always a come on.
When Was Alcohol Introduced in Cinemas?
In the past, theaters prohibited alcohol to maintain a family-friendly atmosphere. But after successfully lobbying to overturn the law banning alcohol in theaters in some states, AMC and similar theaters began including curated cocktail programs to attract a wider audience.
Designing the Menu Suitable for the Cinemas
Creating a theater menu presents unique challenges, particularly with timing. “Everyone orders within the first 15 to 20 minutes of the movie,” Jessica Giesenkirchen, Nitehawk’s operations manager explains. Another challenge is the dim lighting. “Can patrons eat it in the dark? Can they recognize what they’re eating?” she adds. Soup, for example, is a poor choice due to the noise from clanking spoons and slurping.
The Impact of Film Genres in Food Choices
The type of film playing significantly influences food and drink sales too according to Giesenkirchen. Serious films often see lower concession sales, while lighthearted movies boost the demand for shared plates and drinks. Movies like “Hustlers” drives more sales compared to a heavy drama like “12 Years a Slave.”
Danny McBride’s Dislikes Dine-In Theaters
Comedian Danny McBride has expressed his disdain for the dine-in theater trend. In a GQ interview, he criticized the combination of dinner and movies, particularly the inclusion of alcohol. “You’ll need to use the bathroom. Doesn’t alcohol make you want to move around? Who wants to sit quietly, drinking beer and watching a movie? I wouldn’t enjoy watching a film while drinking IPAs,” McBride stated.
AMC’s Current Food Offerings
So, what can you expect food-wise at an AMC theater today? Jennifer Douglass, AMC’s food and beverage director, highlights the variety: “We have flatbreads, pretzel bites, chicken and beef sliders, mini tacos, mini mac and cheese bites, and recently added mac and cheese bowls. These options are both delicious and diverse.”
Jennifer explains the rationale for expanding AMC’s menu: “People who enjoy Netflix nights at home also appreciate a night out at the movies with good food. Over the past few years, theaters have elevated their culinary offerings. This is beneficial because it changes the perception that movie theater food can’t be high quality and reasonably priced. By improving our food, we enhance the overall movie-going experience and set a new standard in entertainment dining.”
How to Order Food at an AMC Dine in Theater
Most AMC Dine-in Theaters now lets you order ahead via their website or app. You’ll basically buy the tickets and order your food online, and pay in a single transaction. Once you’re at the theater, you watch the film at your designated time slot and in the seats assigned to you and then food will be served to your seat.
If you prefer ordering your food once you arrive at the theater or if online ordering is not available, simply place your order at a specific dine-in order stand and tell them our seat number and theater. Usually they will start taking orders 30 minutes before the scheduled movie start time. They will then serve the food to your seat.