Whether it be the combination of food and experience or the proximity to other attractions, dine-in movie theaters are a hit in Metro Atlanta.
Over the years, Atlanta’s thriving film community has exploded, not only because of the influx of film production to the city, but because of the plethora of options for filmgoers as well. Atlanta is home to numerous chain movie theaters, such as Regal Cinemas and AMC Theatres, as well as independent theaters like the Starlight Drive-In, which has been serving Atlanta for more than 70 years.
However, it’s dine-in movie theaters that seem to attract audiences across the spectrum. A variety of menu options, pricing and nearby attractions have made these once novelty outings more of a mainstay in today’s filmgoing landscape.
Despite their popularity, one of the major players in the space, IPIC Theaters, a pricey dine-in chain located in Midtown’s Colony Square, was recently on shaky financial ground. IPIC announced in February that it would soon close, but now, per IPIC management, the luxury cinematic experience enterprise in Midtown has found a buyer.
After the initial bankruptcy announcement, IPIC saw an increase in attendance, according to IPIC manager Daxon Patterson. IPIC did not respond to emails asking for verification about a new buyer for the Midtown location.
Patterson said that, similar to luxury designer brands, IPIC caters to the higher-end of theater-going audiences. According to analytics from IPIC’s bankruptcy filing, IPIC is the ultra-premium tier of the theatrical exhibition market, with their tickets costing as much as $29 per person – higher than the national average of $16. Most of the people buying these tickets are couples looking for a night out without the kids and high-earning singles living in high cost of living cities, all within the 25-45 age range, according to an analysis done by the University of Montana.
At IPIC, customers have the option of top shelf cocktails, wine by the bottle, or beer to pair with an extensive food menu that ranges from a breakfast quesadilla to filet mignon sliders. There’s also an IPIC membership tier, similar to AMC’s A-List Membership, where members gain access to discounts and custom items like a blanket and pillow.
If that feels like too much for a night out, other chains like LOOK Dine-In Cinemas or Studio Movie Grill offer similar items for less money. For a date at IPIC, one drink and a meal for both guests would run about $70-80. But the same date at LOOK would be around $60-65. That might not seem like a big difference, but for return customers, it all adds up.
At LOOK Dine-In Cinema in Brookhaven, Jyoti Carter of Austell said she enjoyed the option to have both a decent meal and a night out in one go. While a trip to Regal Cinemas might cost you less overall than a dine-in movie theater, the experience and the food options make up for the difference.
“You get more bang for your dollar here versus a Regal when it comes to food,” Carter said.
At Silverspot Cinema at the Battery in Smyrna, Henry Coleman of Marietta mentioned the close proximity to other attractions that made a dine-in movie more appealing. Similar to Silverspot, IPIC and LOOK both use their nearby attractions in Colony Square and Brookhaven respectively to attract audiences not just to the theaters, but to experience the area in general and make it a place to get more than one nice night out.
“We don’t have to buy everything here because there’s a bar next door,” Coleman said. “The AMC close to my house isn’t near much else, so this is a great alternative for me.”
