Hold the popcorn, pass the cocktails

MILLBURY -- A baby grand piano greets patrons in the lobby. Ushers lead moviegoers to reserved seats and bring them food. Others sip wine and ''Titanic" cocktails, watch baseball on plasma televisions, and spread out on leather chairs with newspapers.

Here, people come earlier, stay later, and visit more often. And they spend about 30 percent more on food and drinks. This is the year-old Cinema de Lux, and it may represent the future of movie theaters.

''The idea is to change from a movie theater to a community entertainment experience," said Shari Redstone, president of National Amusements Inc., the Dedham operator of Showcase Cinemas and Cinema de Lux theaters.

As the movie industry struggles, National Amusements, which runs 14 theaters in Massachusetts, plans to open three more high-end cinemas in the state over the coming year, including one in Woburn and two in undisclosed sites. All future theaters nationwide will be based on this ''Cinema de Lux" concept.

Across the country, movie theaters are moving beyond stadium seating and trying everything -- from adding comedy shows to discounting tickets -- to lure people back. Attendance at theaters has dropped more than 10 percent over the last year, and domestic movie revenues have been down 19 out of the past 20 weekends, according to Exhibitor Relations Co., a California entertainment research firm.

Rising ticket prices, a shrinking window between film launches and DVD releases, and piracy of movies have made it increasingly difficult for cinema operators to grow in the saturated market.

Some rivals are consolidating -- last month AMC Entertainment Inc. and Loews Cineplex Entertainment agreed to merge. But moviehouse owners are also shifting gears, trying to be less dependent on films and finding alternatives to fill their auditoriums.

Over the next year, Showcase Cinemas will add live musical performances and comedy shows to some theaters in Massachusetts. The chain is using high-definition technology to show Red Sox games at some of its theaters, which they turn into faux Fenways with vendors roaming the aisles hawking hot dogs. Meanwhile, Loews Cineplex just hired a marketer to double attendance for its ''Reel Moms" matinee program, which allows mothers to see first-run movies with their babies.

''This can look desperate or innovative. It doesn't matter. They are thinking outside the box," said Perry Lowe, a marketing professor at Bentley College and a former theater owner. ''The difference is now they 'have to' as opposed to 'wouldn't it be nice.' "

In the heyday of the movie palace during the 1930s and 1940s, theaters drew repeat customers several times a week. In their suits and fancy dresses, people flocked to grand theaters for a night out on the town -- a far cry from today's moviegoers parading in sweatpants and jeans at cookie-cutter megaplexes.

''When movies were at their height in popularity, theaters were building very luxurious and thematic atmospheres that transported you to another world," said Hamid Hashemi, president of Muvico Theaters, which offers valet parking, childcare centers, and restaurants at its locations. ''We want to really change it back to that experience."

One Muvico theater in Maryland boasts an Egyptian theme with statues and hieroglyphs, while another in Florida features 1950s Chevys and Thunderbirds and drive-in murals. These offerings, Hashemi said, have helped his chain buck industry trends with movie sales growing about 2 percent this year.

Some say the current box office slump is skewed by powerhouse hits last year, including ''Passion of the Christ," which grossed $370 million -- extremely rare for a spring movie, according to Jim Kozak of the National Association of Theatre Owners.

''People have come and gone over time," said Kori Bernards, a spokeswoman for the Motion Picture Association of America, a trade group representing studios and distributors. ''But people will go back to the movies, no matter what."

Still, market studies report that overall movie attendance has been in a two-year decline, dropping 6 percent to 1.5 billion patrons in 2004. At the same time, DVD shipments including sales and rentals have doubled during the same period to 1.5 billion units in 2004, according to the Motion Picture Association.

Rick Peloquin, of Sturbridge, said he comes to the movies only once or twice a month and prefers buying DVDs -- he has 700 of them. ''It's not worth paying so much when you can buy the movie for $15," Peloquin said. ''And now you only have to wait a few weeks after it comes out in the movies."

Over the last few years, the window between the theatrical debut and the DVD release has narrowed to about three months from six months. Add to that the popularity of home theaters with giant plasma TVs and surround sound systems and people have even less incentive to rush out to catch a movie.

Meanwhile, as DVD prices have declined over the past few years, the average cost of a movie ticket has increased nearly 19 percent since 2000 -- to $6.40 from $5.40, according to Exhibitor Relations.

Moviehouses are trying to strike back. National Amusements is offering $2 discounts off future admissions to people who purchase tickets through July 21. AMC Theaters is currently offering full refunds to patrons who don't like the Russell Crowe boxing drama ''Cinderella Man."

''It's a tough business," said National Amusements' Redstone. ''And we need to find a way to make it work."

National Amusements, the sixth-largest exhibitor nationwide, says it is exploring more entertainment options such as adding interactive video games. Like other chains, the company is also experimenting with digital technology to improve picture quality and to receive feeds from live entertainment, including music concerts.

For now, the Dedham company is banking on its luxury theaters. At the Blackstone Valley Cinema de Lux in Millbury, movie attendance is up 20 percent compared with some Showcase theaters.

Equally important: Patrons here spend more on concessions, the cash cow of the cinema business. Expansive offerings range from Starbucks coffee to Sbarro pizza, and moviegoers can eat as they relax in a lounge with free magazines and newspapers or use guest services to book dinner reservations at local restaurants. At the Cinema de Lux in Los Angeles -- about 10 minutes from the airport -- the concierge will even monitor flights for moviegoers.

For such customers as Josh St. Hilaire, the biggest draw is the reserved seating -- an extra $2 weekdays and $2.50 on weekends. The 29-year-old said it guarantees a spot on busy nights.

''I don't mind paying the extra money," said St. Hilaire before a show last week. ''It's just part of the experience."

Jenn Abelson can be reached at abelson@globe.com.