When it comes to business, David versus Goliath is often an apt metaphor.

A little upstart takes on a formidable giant.

When it comes to the movie theater/restaurant concept in the metro area, the story works in reverse.

Aurora's Cinema Grill, a 300-seat, three-screen operation, was in business for 12 years before the 10-screen Movie Tavern opened.

Owner Steven Sowin credits that decade-plus head start with giving the Cinema Grill a solid clientele. Many of his visitors are regulars.

"When we first started, nobody had any idea what this concept was about, and it took time for people to figure things out," Sowin said. "People adapt quite quickly. We see someone coming in for the first time one week and the next week they're dragging their friends in.

"There are still a tremendous number of people who don't know what we do. We also have loyal regulars who come from Colorado Springs or Evergreen or Nederland."

Cinema Grill is distinguished from Movie Tavern by more than its smaller size. It is a first-run "move over" theater, which means it shows new releases after they've been on the market for two or three weeks.

That allows the theater to charge less for admission because the minimum it must pay the studios is less. Tickets are normally $2 in the afternoon and $4 at night. On Tuesdays, everything is half price.

The 10,000-square-foot operation has a full bar and a varied menu. Patrons are seated in a theater ranging from 80 to 160 seats, and they order from a menu. The server transmits the order to the kitchen via a BlackBerry.

Sowin says Cinema Grill's target audience is families.

"A typical multiplex will target primarily the teen market and we target the family market," he said. "It's a good value for families as far as a trip to the movies."

Cinema Grill

East Alameda Avenue and Potomac Street, Aurora

• Opened: 1994

• What: Three screens (80 to 160 seats) with stadium seating showing first-run films two or three weeks after their release

• Also: Full bar and restaurant menu

• Tickets: $2 before 6 p.m., $4 in the evenings. Every Tuesday admission is half price: $1 matinees, $2 evening shows

• Most expensive food item: Large pizza with the works at $17.99

• Pro: The ambiance is nice, including quilted walls with Western scenes

• Con: The ambient lighting is very low. You can strain an eyeball trying to sign a credit-card slip at the end of the show. Also, lack of a call- button system means you must flag down a server if you need assistance.

• Information: Cinemagrill.com or 303-344-3456

Mike Pearson

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