AMC Dine-In Essex Green Cinema Drops Food Requirement

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Did you know the AMC movie theater that's in the Essex Green Shopping Center had dropped its food charge requirement? 

When the AMC Essex Green Cinema opened its doors last November, it was touted as a $5 million renovation project that would revamp the theater into a cinema dining experience – the state's first. This was an experience that included dinner and a movie at a minimum cost of $20 per person to see a movie. You also had to be accompanied by an adult if you were under 18. In less than 3 months after its grand opening, AMC dropped its policy of requiring each patron to purchase a minimum of $10 or $15 for food and drink. 

"During the first few months the concept included a ticket and food fee," said Nolan Eugenio, manager of AMC Essex Green Cinema. "Some locals weren't comfortable with the new concept but we welcomed them and asked them to try it out."  

Initially each person paid $10 for a ticket and then either paid an additional $15 "experience charge" to watch and eat in one of the four Cinema Suites or an additional $10 to enjoy a movie in one of the five Fork & Screen theaters. This "experience charge" went towards food and drink. 

"Many were discouraged by the $20 to $25 minimum fee so there were some ups and downs initially," said Eugenio. "At the beginning of the year we dropped the ‘experience charge' and gave people the option to purchase food and drink at their leisure."

According to Eugenio, there has been an increase in attendance, although food sales have dropped a little. 

"We recently went and saw two movies there, making it a day at the movies," said Tanya Manning-Yarde from Bloomfield. "There wasn't any pressure to pre-purchase [food and drinks] and pay in advance. While at the first movie, we ordered appetizers, and at the second we ordered sandwiches. It is a place I really enjoy seeing movies because of the comfortable seating, non-existence of crowds, and overall mellow ambiance."  

After the renovation, the theaters went from about 300 seats each to about 100. In the Cinema Suites the seats recline fully back and make you think you are sitting in a La-Z-Boy. 

"Many people are taking advantage of buying their tickets online, too," Eugenio continued. "They can reserve a seat and regardless of what time they come to the movie that seat will be waiting for them." 

The kinks in the food service – from waiting too long for food to hiccups with settling the bill — have also improved, said Eugenio. 

"There isn't any other AMC theater except in Kansas or Atlanta that had the dine-in concept before us," said Eugenio. "We had teams from there come in and train our West Orange team. Now, things have improved greatly with the service." 

The food service, though, provides a pro and con to some. 

"I love that I can eat an appetizer, meal or dessert. I mostly love that I can have a cocktail with my movie," said Emile Lafond from Montclair. "When I go to see a movie, though, I don't want to multitask! The waiter service can be distracting. Paying the bill in a dark room in the final act can be a bit annoying."   

One thing that hasn't changed is the adult requirement. With a full-service bar, called MacGuffins, the admission policy for the theater remains at 18 and older unless accompanied by a parent or guardian. The Cinema Suites, where alcoholic drinks can be ordered, is still strictly for guests 21 and older. 

Local movie patrons don't have to scratch this theater off their list when looking to just go to a movie. And if they are looking for a different cinema experience, they can find that, too.  

"I went recently and was pleasantly surprised that I didn't have to pay for food upfront," said Alonda Alloway-Higgins from West Orange. "However, I was already prepared to pay because their food is always delicious. It was nice to know that people are given an option to purchase food instead of feeling like it's an obligation." 

It seems like the news of the changes is getting out more word of mouth than anything and many still drive further to another theater just because they do not know of the changes. 

"I didn't know the policy had changed until a friend told me last week," noted LeSean McNeil from West Orange. She said that when you look on the AMC Essex Green Cinema website it doesn't clearly say your food and drink purchase is an option.  

AMC opened two other dine-in theaters in New Jersey right after their West Orange establishment. Those two theaters, one in Menlo Park and the other in Bridgewater, have also modified the requirements. 

"I have been to Menlo Park four times and have never had to pay for food in advance...just for the ticket," noted Ramona Coleman-Cruz from Westfield. "There isn't any pressure to even buy food once at the theatre. I love it there."