People have been doing "dinner and a movie" as long as there have been movies.

Before that, it was likely "dinner and a chariot race" or "dinner and a production of Oedipus Rex." What food goes well with a Greek tragedy? In 2001, Jeff Benson decided it was time to cut out the middle man. Well, not cut him out so much as usurp him. Benson, his wife, Jamie, and friend Dennis Butler opened the first Movie Tavern in Fort Worth, Texas, a combination restaurant and first-run movie theater.

Forget snack bars. Their concept was about at-your-seat service.

In June, Movie Tavern opened its first Colorado eatery in Aurora, the 11th overall en route to a planned 23 locations by the end of 2008.

It's not a new concept, pairing flicks with food, but Benson and company were determined to improve the idea by emphasizing service. And booze. Their full-service bar features something called "The Big Blue Thing" - a margarita the size of a child's swimming pool.

OK, so it's not that large (it's only 40 ounces and intended for two people), but it'll leave you with a goofy grin. Even if you're not imbibing, the Movie Tavern has a way of making people smile.

The owners spent $2 1/2 million renovating the former Seven Hills Theater into a 10-theater complex that seats 1,600 comfortably. "It's less like a restaurant than a banquet hall," Benson says from his office in Dallas. The difference? A banquet doesn't allow all 1,600 guests to place different orders.

Service in minutes

Here's the protocol: You walk into the 41,000-square-foot theater, buy a ticket to see one of 10 new releases, then, 30 minutes before show time, you're seated. A waiter/waitress hands you a menu, takes a drink order and promises that you'll have your meal before the lights dim. And you do.

The lobby resembles that of a traditional movie theater: framed posters for coming attractions and a ticket-taker. But there are differences. Like the 30-foot wooden bar that cuts through the lobby, complete with eight beer taps. And there's a lounge with seating for 50 people. A Carpenters cover band wouldn't look out of place in this lobby lounge.

There's one more novelty that Benson says is key to the company's success: Each theater seat (leather rocking chairs paired with cocktail tables or long, flat tables) is equipped with a call button to signal your server. Mouth a little parched at the climax of Live Free or Die Hard? Got a hankering for a hot fudge sundae during The Simpsons Movie? Push the button and you'll get service in minutes.

(You can also push it if the movie is out of focus, someone is rehashing the plot on their cell phone or giving birth in the row ahead of you.)

"We met a guy who developed a call system for casinos and had him modify it for us," Benson says. "It works the same way as paging a flight attendant . . . When you press the button, a little green light comes on (at the server station) and flashes your seat number. After four minutes that light turns yellow. After six minutes it turn red and pages the manager."

No need to chastise your server for being slow; the manager will do it.

Benson wants people to know that Movie Tavern is intended as an adult diversion. Sure, you can bring the kids to see a show, but it's really about appealing to couch potatoes normally loathe to leave their big-screen TVs.

"If you come at 7 p.m. on Friday, you're primarily going to see adults, college age to baby boomers," he says. "If you come on a Saturday afternoon, you're going to see a lot of families. What we don't get is teenagers who are dropped off in the afternoon and not picked up until midnight. If they get dropped off, we ask them to call their parents to pick them back up."

Traditional theaters might feel threatened by the concept. Many have expanded their concession offerings dramatically in recent years.

Movie studios, too, were slow to embrace the idea.

"At first they weren't supportive because they thought the wait staff would detract from the movie experience," says Benson. (The truth is the servers move through the room like teenage ninjas.) "Now I think the studios have succumbed to the almighty dollar. (Our customers) are people who were sitting on their couches on Friday night, so the studios have a new population of patrons they are tapping."

Audiences catching on

On a Tuesday afternoon at the end of July, business at the Movie Tavern is steady if unspectacular.

It's mostly small groups, including a surprising number of families. Some are first-timers, but others, like Doug Maricut and his 6-year-old son Maxwell, are making a return visit.

"The first-run movies are cool here," he says upon leaving Live Free or Die Hard. "And it's just five dollars to get in. I'd recommend it because it's a different movie experience."

Managers at Movie Tavern said they've had patrons drive from as far away as Colorado Springs. On this day, Debra Osborne has made the drive from Strasburg to visit the theater. She paired it with a doctor's visit nearby.

"My son and I came here for lunch the other day, and we decided to have lunch and watch a movie today," she explains. "I think (the idea) is awesome. The best thing about it? I can have a beer and watch a movie. If the movie's bad, (the beer) can make it more tolerable."

Nine-year-old Auroran Kyle Martin was making his fourth visit to the theater, and he brought his 20-year-old brother Jeremy to share the experience.

"You know how you usually go to lunch and then come to the movie? I think it's cool to do both," he enthuses. "The food is good, but the chicken strips could use a little improvement."

Another first-time visitor, Rick Dorn, predicts the concept will help get people off their comfortable couches.

"I live near here and I watched it go up, and I wanted to stop by and see what was going on," he said. "What's the story here? You can eat while you're watching the movie? No kidding?

"People have to try something before they know if it's good for them. I think (my wife and I) will still go to regular movie theaters, but I think we might go out more if you can enjoy yourself and you won't have to cook supper at home."

Movie Tavern 18605 E. Hampden Ave., Aurora

• Opened: June 15

• What: 10 screens (120 to 250 seats) with stadium seating showing first-run films

• Also: Full bar and restaurant menu

• Tickets: $5 before 6 p.m.; $8 for adults and seniors in the evenings

• Most expensive food item: Grilled sirloin steak at $13.99

Pro: Roomy. The seats are plush. Server call button assures service within six minutes

• Con: If business is slow you might get your appetizer and entree at the same time. Occasional problems with crackling speakers and out-of-focus movies

• Information: Movietavern.com or 303-680-9913

pearsonm@RockyMountainNews.com or 303-954-2592.

Back to Top