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When Beverly and Peter Daikos want to see a movie, they consider comfort above all other factors.
For a theater with wide aisles, well-cushioned seating and call-button service at their seats, the septuagenarian couple has chosen Movie Tavern over other theater options since it opened on High Street in 2009.
Now with its completed conversion to a full-service theater, the Movie Tavern has become even more accommodating to 72-year-old Beverly and 76-year-old Peter.
In celebration of the $1.5 million upgrade at the Williamsburg location, City of Williamsburg and Greater Williamsburg Chamber & Tourism Alliance officials hosted a ribbon-cutting at the theater March 17. The theater also hosted loyal customers for hors d'oeuvres and a free movie for the grand reopening the same day.
The Williamsburg location is the seventh Movie Tavern in the nation to celebrate a grand reopening, as the corporation works to convert all of its theaters from counter service to full service.
“We’re elevating the experience for our theater-goers,” said Danny DiGiacomo, Movie Tavern’s vice president of marketing.
The renovation, which took place last fall, installed luxury lounge chairs that include call-button service and armrest tables at each seat. The concession stand has been transformed into a full-service bar in the main lobby, where wine, beer and signature cocktails can be purchased.
Movie Tavern customers will also be able to choose from expanded menu that features a casual dining menu – with appetizers, full entrees, desserts among the options – in an attempt to give customers a dinner-and-a-movie all in one place.
Patrons, all of whom will reserve specific seats either online or at the box office, will experience restaurant-style service: They use the call button at their seats to have a server come to them to take their order – any time before or during the movie.
“Adding this experience will appeal to a broader audience. So, people from the surrounding areas will now have more reason to come to our Williamsburg theater, as well as our existing customer base,” DiGiacomo said.