One of our local movie theaters started selling alcohol and upgraded their seats to lazy boy recliners with more room. They also upgraded their sound and video equipment. It is pretty neat. What kills it is the cost. Their tickets and food went up. Their food is not the best. I wouldn't mind paying, but at least put a taco truck inside the theater! Movies + Alcohol + Taco Truck = $$$. If the movie sucks, people will talk about the food and drink at least.