Imagine this: you're at Varsity theatres enjoying the latest blockbuster, munching down handfuls of buttered popcorn and washing it all down with a large frothy Labatt.

Cineplex Odeon says it wants to allow beer consumption inside the (small and expensive) VIP screening rooms at Varsity. The theatre chain is currently seeking a liquor license, which would allow patrons to bring in beers and wines.

According to Pat Marshall, vice president of communications for Cineplex Odeon, the success of their similar project in Edmonton theatres -- which has been operating for a couple of years now -- proves there's a great customer demand for such service. She goes on to say, "This makes sense for us in designated urban locations that are predominantly adult-oriented."

As someone with a fickle bladder, I rarely drink at all when I go to the movies, but in general I think Toronto moviegoers will appreciate this. It's good to have choice. And moreover, it seems a bit overdue, since plenty of theatres in the states and abroad have been doing this for ages.