Earlier this week, The State Press had the opportunity to send a few reporters to view the brand new AMC Esplanade dine-in theater. The result? Three reporters who were able to attend the exclusive viewing deliver a chat-style review, featuring opinions and impressions of the new theater.
Jon Fortner: How many total theaters were there? Was it the same amount as before?
Lauren Jordan: The AMC Esplanade, by the Biltmore Resort and Mall, kept all 14 theaters. Basically, the system is based on two separate types of theatres: the Fork and Screen and the Cinema Suites. In both theater styles, refurbishing required them to lower the occupancy in each auditorium. The Fork and Screen is 18 years or older, unless with a parent or someone over the age limit. It’s definitely the simplest version of a dine-in theater. It’s equipped with nicer chairs, a small lap table and a tiny booth next to each seat complete with a subtle light, condiments, menus, and a button to ring for the attendant.
JF: And there’s service throughout the movie?
LJ: At any point during the movie, you can ring for an attendant and they’ll help you with just about whatever you need. They’ll even get your check at the end. Then there is the Cinema Suite. This is 21 years old and up with no exceptions. There are more drinks, food options, comfier chairs that lean back, and less seating. With the style of stadium seating in the Cinema Suite, it’s as if you are only aware of your row. There’s definitely more of a private aspect to this theatre.
JF: Where is it on the costs?
LJ: Cinema Suites are more expensive.
Tom Kuipers: Fork and Screen tickets are $6 at matinee price, then higher depending on entry. Cinema Suite prices range from $12 to $16. Both work the same way as regular theaters.
JF: I heard that the head chef was formerly affiliated with Applebee’s. Are there similarities with the quality of food?
LJ: It’s essentially like going to Applebee’s, Chili’s, or any of those corporate restaurants and then to a movie, which is not necessarily a bad thing. Normally, when you go to a theater, you know you’re going to get sub-par food, but here you can actually have a decent meal.
JF: See, I like going to dinner and a movie, but I like them separate because I can’t stand how frequently people push that little service button. They want more ketchup, they want more salt, or they want their appetizer. That sends attendants walking all over the theater.
LJ: True, but there are wider rows and stairways, and they said that their staff has gone through special training. This is also the ninth theater they’ve made like this. I think they would have honed those skills at this point.
JF: Where are the other theaters?
TK: New Jersey, Atlanta, Kansas City, and one is opening in California next year. The funny thing with that is the locations clue into why this concept is working.
JF: I agree.
LJ: This AMC, even. It’s right next to the Biltmore and Paradise Valley. They have a demographic of wealthy snowbirds that want a cutesy date and play into the exclusivity of 21 and up.
TK: Yes, but the experience isn’t even super overpriced. The ticket price is similar to that of a regular theater and the dinner price is similar to an Applebee’s or Chili’s.
LJ: But I don’t think a college student would make it a regular place to go. Not even that it’s too far. I can’t pay $25 for dinner and a movie. I go to a movie so that I can sneak in candy that doesn’t cost an arm and a leg. It does have potential to be a cute date night, though.
JF: Well, that’s what I want to get back to: it being a date night. The whole point of dinner and a movie is that you have the opportunity to talk with the person you’re with. If you’ve eliminated the transition of the two, what exactly do you have?
TK: The whole concept of their entry area is that you’ll go to their bar area before the movie and have the opportunity to have some cocktails. Upon entry, it doesn’t feel like any theater you’ve ever been to.
LJ: They want people to feel like they can just come in for cocktails — without the movie.
JF: Can you go into the bar without buying a ticket?
LJ: Yes. There’s no entry fee for the lobby.
TK: You don’t even have to buy a meal if you see a movie.
LJ: The two aspects of this can be completely singular if you want, but who’s going to go in there just for drinks?
JF: If I could go in and just get a couple drinks and go, I’d do that.
LJ: I think they’ll be successful because they have shown success elsewhere. I just don’t think it will be that popular with the younger crowd.
JF: Do they seat early?
LJ: You have the opportunity to go and sit down early, but all seats are assigned. So, that doesn’t quite matter. It’s first come, first serve. No seat is more expensive than the next. However, you don’t have to rush and get there early, which is nice. There’s not that annoying front row either.
TK: The only problem I see with the seating is that it’s almost in pairs. You can’t share popcorn if you’ve got four people in your party.
JF: How does this compare to the iPic Theaters?
TK: It’s like a more casual version of that, but there is an online fee if you’re not in their loyalty program.
LJ: It’s not gourmet by any means, but just like the corporate chains, when you order you know what you’re going to get. Families who want a fun night out would love this. Yet, with the age restrictions, they completely eliminated the ability for middle and high school aged kids to go on their own.
JF: Are they going to just maintain a major blockbuster list?
LJ: I didn’t see any signs of art house style movies coming there.
JF: Is this in line with how we now want everything as a sort of one stop shop?
LJ: This is basically going to be nothing like Film Bar, where the drinking aspect is the cool part. The drinking appealed to an artsy crowd in an area where they would be successful. This appeals to a mainstream crowd — there aren’t unique dishes or specialties.
TK: Everything is standardized. If they had tried this at Tempe Marketplace, it likely would have bombed.
LJ: Exactly. The AMC Esplanade 14 is going to be successful because they put it in the right place.
Reach the reporters at jbfortne@asu.edu, lkjorda1@asu.edu, tkuipers@asu.edu
