Drink a toast to theater concept

If you want a brew while you view, be prepared to show ID.

That was the promise from representatives of a new movie theater opening Nov. 6 at Midtown Crossing.

The theater near 33rd and Farnam Streets will serve alcohol to movie patrons, a feature that concerned Councilman Franklin Thompson and Councilwoman Jean Stothert at Tuesday's City Council meeting.

Both wanted to know how owner Marcus Theatres would prevent underage drinking.

Joseph Andrietsch, the company's director of corporate food and beverage, assured the council that wait staff would check IDs before serving alcohol.

“It is important to us that we monitor the sales of alcohol,” he said. “We have a corporation at stake. Black marks on our record are not what we are looking for.”

The council unanimously approved the liquor license.

Upscale theaters such as Marcus' Midtown Cinema cater to the over-40 crowd. The concept allows adults to combine the dinner-and-a-movie experience.

The theater will be the only one of its kind in Nebraska, Marcus representatives said. A Lincoln theater used to sell alcohol, but it has since changed its format.

Of the 55 Marcus theaters in seven states, only three — two in Wisconsin, where the company is based, and the new Omaha location — will sell alcohol.

Andrietsch said the five-screen theater will be set up in a way to prevent minors from snagging alcoholic drinks.

The main floor will hold the regular seating area, where no alcohol is allowed.

A second level will be similar to a restaurant, with stadium seating at counters where patrons can order food and drinks from staff who will ask for IDs, Andrietsch said. Children may join adults in this area, he said.

The menu will include appetizers, entrées, desserts and drinks, all of which can be consumed while patrons watch their movie.

A third level will be a strictly 21-and-over area, where alcohol is served but there is no food. Similarly, a fourth level will be a lounge for adults only.

Of the 625 total seats in the five digital cinema auditoriums, about 350 will be devoted to restaurant seating.

Councilman Chris Jerram said he has toured the venue and was impressed. Even so, he encouraged Andrietsch to use wristbands “so you have some easy reference, quick,” that everyone in the theater drinking an alcoholic beverage is old enough to legally enjoy one.

Contact the writer:

444-3100, maggie.obrien@owh.com