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Majestic 10 Theater Seeks Approval to Serve Beer and Wine
WILLISTON, Vt. — The Majestic 10 movie theater, the last of its kind in Chittenden County, is exploring new revenue streams by proposing to sell beer and wine. Owner Merrill Jarvis, who recently shut down two other local theaters, The Roxy in Burlington and Palace 9 in South Burlington, highlighted the struggles of the theater industry at a recent select board meeting.
"The theater business has been really bad the last four years. It’s a struggle, and theaters across the country have found extra revenue in serving beer and wine," Jarvis explained. He aims to create a more relaxed atmosphere by allowing patrons to enjoy drinks inside the screening rooms— a shift from previous regulations that only permitted consumption in designated outdoor areas.
Under the proposed plan, beer and wine would be served in plastic cups, with staff responsible for opening bottles and checking IDs. Customers would wear wristbands for age verification. However, the select board has requested additional time to consider the proposal before making a decision. Jarvis chose not to comment further as discussions continue.
A vote by the select board is scheduled for Saturday morning. If approved, Majestic 10 could start serving alcohol before the end of the year. Skyler Genest, senior director of licensee operations at the Department of Liquor and Lottery, stated that on average, liquor licenses are issued within 18 days of application, depending on how promptly the applicants provide necessary documentation.
The outcome of Saturday’s vote could significantly impact the theater’s financial viability and reshape the local movie-going experience.
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Photo credit www.mynbc5.com
