GREENFIELD — The Garden Cinemas will begin serving movie-themed cocktails, pending liquor license approval from the state’s Alcoholic Beverages Control Commission (ABCC).

Completion of the more than 18-month licensing process would build on the Main Street theater’s offerings. The proposal has already received approval from the city’s Board of License Commissioners.

“We will be serving some specialty cocktails that go and drinkware that go along with it that are movie themed,” said co-owner Isaac Mass. “Picture a martini for a James Bond movie that’s shaken and not stirred, and those kind of drink specials that are specifically geared toward the film titles that we’re showing.”

Ever since the business obtained its wine and beer license in 2020, Mass said it has created a popular option for patrons, particularly some of the more health-conscious moviegoers who Mass said are more likely to enjoy a glass of wine with a movie than soda.

“They might not spend the calories on popcorn, but a small glass of Chardonnay to go with their movie is very appealing to them. It’s helped us hit some demographics that we wouldn’t ordinarily see,” Mass said. “We also see a lot more dads bringing their kids in to see Disney movies and animated movies because they think, ‘OK, if I get to sit through this movie that I’m not going to likely be interested in, at least I can have a beer while I’m doing it.’”

Mass said the theater hasn’t had any issues with customer inebriation since it acquired its wine and beer license. With plans to charge a premium for movie-themed cocktails and limit the sale of liquor to two drinks per person for most films, he said he doesn’t envision the liquor license will spark any inebriation issues in the future.

Following in the footsteps of larger-scale cinema companies such as AMC or Marcus, Mass said independent movie theaters throughout the country — particularly in urban areas and in the South and West — are serving liquor.

The Garden Cinemas is currently undergoing facade renovations and also plans to restore the historical ticket booth and renovate its lobby. Mass said the sale of movie-themed cocktails will not only help fund theater upgrades, but will attract a customer base that has been slowly returning since the end of the COVID-19 pandemic.

“We want it to be a nice setting where people can come enjoy each other’s company, enjoy the art that is the most accessible art to the masses — and that is cinema — and have an opportunity to do that together,” Mass said. “COVID-19 got people out of the habit of going out, so they need excuses to come out and to meet with one another and be in that communal environment. It’s a difficult thing for people to be at home and alone. Giving them a place to go where there’s something that’s universal that everyone loves, which is cinema, is a great opportunity.”

Anthony Cammalleri can be reached at acammalleri@recorder.com or 413-930-4429.