The Cineplex cinema chain is giving some movie-goers in Toronto and Oakville, Ont., the chance to drink alcohol in the theatre for the first time.

Until now, that was only permitted in Alberta.

Cineplex cinemas the Varsity in Toronto and Silver City in Oakville are allowing customers to order drinks for their VIP screening rooms, with a limit of two drinks.

Both cinemas have had a licenced lounge in the lobby for a few years, but drinks couldn't be taken outside the designated area.

The company is trying to enhance the movie-going experience by giving patrons the option of having a drink in the screening rooms, spokesperson Pat Marshall said.

"Our guests asked us to do this," she told CBC News. "People couldn't understand why they could consume an alcoholic beverage in the lounge, but 25 feet away they couldn't take that drink into the auditorium. It just didn't seem right to them."

Ontario's Alcohol and Gaming Commission has changed its rules to allow alcohol in cinemas, but only where there is a licensed lounge in place and those under 19 are restricted from entering.

VIP cinemas, usually smaller screening rooms with a higher ticket price, qualify because they are separate rooms that don't allow children.

Mixed reactions

Movie-goers had mixed feelings about the new regime, which began last week.

"Well I think it's very mature and perfect and it should have been here a long time ago in Toronto," said John Stephens, who was at the Varsity to see Milk.

"The …VIP rooms are very comfortable and they have a little side table. It's like being in your own home without all of the expense of having a big screen like this. And then the addition of being able to have a beer or a wine is a perfect mix with the room," he said.

But some said it was unnecessary to have more places to sell alcohol.

"I think there's enough alcoholic establishments all over the city with every bar and restaurant. I think this is a venue that should be alcohol free," said movie-goer Jeffrey Shier.

Nobody had a quarrel with the price of drinks. A beer cost $4 — cheaper than most popcorn at the cinema concession stand.

Ontario is experimenting with allowing liquor in cinemas for one year at this point, and plans to reconsider the law by November 2009.

With files from Mike Crawley