Movie fans in Toronto may soon be able to enjoy an ice cold beer with their favorite flick -- without having to wait for it to come out on DVD.

Cineplex Odeon is seeking a licence from the provincial government that would allow its patrons to drink while watching a movie at one of its downtown Toronto theatres.

The pilot project would allow the company to serve wine and beer in their four VIP studios at the Manulife Centre in Yorkville, each of which seat about 40 people each.

"This makes sense for us in designated urban locations that are predominantly adult-oriented," said Pat Marshall, vice president of communications for Cineplex Odeon.

"We're not about to extend this to our family entertainment centres across the country."

The company said that providing alcohol would be an extension of their services, and that research tells them that this is what people want in their theatres.

Company officials said they're running a similar pilot project in Edmonton for the past two years, and it's been very successful.

Cineplex Odeon will wait to see if its application is approved by the Gerry Phillips, Ontario's minister of government services.

A spokesperson for the minister told  CTV's John Musselman that there is no plan to move forward with the application, and the application from Cineplex will likely be turned down.

With a report from CTV's John Musselman