iPic Theaters server Amanda Fleuridas takes the order of Gilbert resident Ashley Wood, center, and Scottsdale resident Steven Panzer prior to their movie on Saturday evening, July 9, 2011, at iPic Theaters in Scottsdale.Movie theaters are offering more than films and popcorn to draw customers. At iPic Theaters, for example, visitors can relax in the lounge, sipping a beer or wine, before heading to their reserved seats (which may well be a leather recliner if they opted for the luxury section). They also can order food and there is a full service bar, called Salt, which they can enjoy before or after the movie.(Photo by Josh Radtke/The Arizona Republic)