Las Vegas is a city with the unique opportunity to cater to bar enthusiasts at all hours of the night and day. To take advantage of this, Frankie’s Tiki Room’s graveyard-shift bartender Larry Lava approached the venue’s owner about hosting a daily double feature movie screening starting at 4 a.m.
“We began the double features in June 2009,” says P Moss, owner of Frankie’s Tiki Room. “Larry wanted a fun way to entertain his regulars and attract new business to his shift. It’s free and open to the public, and we turn off the jukebox and videos and watch the movies on the two bar televisions.”
The promotion has earned a following, and also increased beverage sales.
“4 a.m. is not a time when the general public goes out to see a double feature,” quipps Moss. “But it is a strong time of the night bar-wise, so we generally have a full bar anyway. And the movies do increase the crowd, plus keep some regulars staying longer. The crowd gets bigger each week.”
While there is no signature drink tie-in yet, there has been an increase in the Graveyard Drink Special, which is $5 for a beer and any shot. Guests also receive free popcorn to nosh while watching the films.
“It is promoted mainly by our web site, Twitter, word of mouth, editorial coverage and handing out fliers to customers listing the upcoming schedule,” Moss says. “We recently partnered with the CineVegas Film Festival to host select Late Night Cinema viewings throughout the month of the festival with films featured during its 11-year history.”
So far, Moss and Lava view the promotion as a success, and they plan to continue it indefinitely.