Alcohol at movie theaters proving popular across Valley

FRESNO, Calif. (KFSN) -- It's not just about what's showing anymore, it's what's being served.

Alcohol is now being sold at Sierra Vista Theater in Clovis. The movie experience has changed dramatically over the years. Not only do you select your reserved seat at Sierra Vista, you can also now buy beer or wine before you settle into a nicely padded reclining chair.

"Yes I was surprised but pleasantly surprised," Sophia Torres of Clovis said. "I think it's pretty neat."

Sales at the new bar area are off to a strong start.

"I anticipate them being very, very good," manager Doug Her said.

Red and white wine and several beers are available, though bottles must be emptied into a plastic cup.

"And the general question is can I take it inside?" Her said. "And we say, yes of course, but we ask for their ticket and mark it down."

Her says that way workers can check to make sure only the person who bought the alcohol is drinking. Torres says the beer and wine will make it much more convenient when she and her friends enjoy a night out.

"Instead of having to go out before, you can just come here and everything's here," Torres said. "You don't have to go anywhere else."

Other Valley theaters have also applied for alcohol permits. Her says the reclining seats resulted in a 40 percent boost in ticket sales when the project was completed.

"Now adding the bar that's just another dimension to give to the guests something different and get them out of the house," Her said.

The new bar also offers gourmet sausages and paninis, and no longer are feature films the only things on tap.

Two years ago the Galaxy Theater in Tulare became the first Valley theater to offer alcohol.