Leonardtown, MD — What’s going to happen to the aging six-screen movie theater in Lexington Park now that a state-of-the- art 12-screen cinema has opened in California? The answer to that question may well depend on the actions of the St. Mary’s County Alcohol Beverage Board (liquor board).

Representatives of AMC Theaters, operators of the 26-year-old theater on FDR Boulevard, unveiled plans for the theater to the liquor board at its July 14 meeting. The publicly held company would like to spend upwards of $7 million renovating the theater, but they also would like to have a liquor license to go along with it.

Company representative Frank Lewis didn’t come right out and say that the plans were contingent on the liquor license. But he did say it could push the renovation further down the list, a point confirmed by his colleague Leanne Schrecengost. She said if the license was granted the renovations would happen quickly, after completion of renovations at their theaters in Wheaton Plaza and in Baltimore.

Lewis said that his company serves liquor in theaters in more than half of the states in the country. He said the model being proposed typically reduced the number of seats but makes them larger and plusher, similar to what they have done at St. Charles Town Center. He said sales usually improve dramatically after renovations and with a liquor license.

Lewis said his company is held out as a model for controlling alcohol sales. He said they take a zero tolerance attitude towards any employee who serves to someone underage. And if someone underage is found drinking in the theater they are kicked out.

“Our biggest competitor is America’s living room,” Lewis said, explaining the competition facing the movie industry, He said more than 70 percent of moviegoers today are over the age of 21 and having a liquor license would cater to them.

Because movie attendees usually stay in their seats once the movie starts, he says average alcohol consumption is around one drink for each customer. Since they would be seeking a restaurant license, the sales of alcohol could not exceed 49 percent of total revenue.

Lewis said that food and beverage are the profit centers of movie theaters, since two-thirds of the ticket sale prices have to go to the movie makers. He said the drinks would be more expensive than what a patron would pay at a bar or restaurant. He described what they would be selling as “very premium and luxury brands.”

Lewis described the current theater as “an old, aged embarrassing asset.” If the company proceeds with plans for the renovation, he said it would be done in stages with part of the theater remaining open until it’s all complete.

Once renovated the theater would still have six screens, but the total number of seats would be reduced from 1,800 to 700, Lewis said

The presentation by the AMC representatives was informational only for the board. They would have to make a formal application for a liquor license and have a hearing before the board if they chose to proceed.

The reaction from the board was generally favorable. New board member Leonard Kohl, however, did point out the county’s plans to improve the entrance to Nicolet Park which is directly across the street from the theater.

Lewis pegged the price range of the potential investment in the renovation at $4-7 million.

Contact Dick Myers at dick.myers@thebaynet.com