FILMgoers will be dancing in the aisles after a Worcester cinema was allowed to extend its licence.

Vue has been given permission to show live sporting events, operas, concerts and allow dancing in the aisles 24/7.

Concerns the cinema complex will be turned into a nightclub have been allayed.

The changes have been put forward as Vue looks at opportunities that the digital revolution and three-dimensional cinema have opened up.

Reserved seating in all screens is also set to be introduced from next month.

Kam Dosanjh, director of operations for Vue’s 68 cinemas up and down the country, told Worcester City Council’s licensing sub committee: “We want to be as flexible as possible so we are not here every week asking for a variation to our licence.”

Worcester Vue, which attracts on average about 450,000 people each year, was granted permission to sell alcohol on its premises in Friar Street in November 2008 – but could only sell such drinks to customers attending 18 certificate film screenings.

Mr Dosanjh said that selling alcohol to filmgoers watching movies with lower ratings would cater for more customers as a survey showed that customers wanted more flexibility from the service.

He said, on average, staff only sell alcoholic drinks to one in every 100 filmgoers.

“In a week in Worcester we probably sell about 80 alcoholic drinks,” said Mr Dosanjh. “It’s not a huge volume for us, it’s not a sales activity for us.”

Mr Dosanjh said that was reflected in the “premium” prices put on the drinks – a plastic bottled beer costs about £3.50 – and added there would be no promotions, something which the committee added into the conditions of the licence.

He said all customers wanting to buy alcoholic drinks have to show a valid cinema ticket, as well as identification should staff decide to ask someone for proof of age in line with the Challenge 21 scheme.

Mr Dosanjh said alcohol sales will be allowed in auditoriums before films start but not during screening.

When asked why he wanted to allow dancing in Vue Worcester, Mr Dosanjh said it was so they could have entertainers at film premieres and also meant they would not be in breach if people danced in the aisles, as many did during screenings of Mamma Mia!

“We are not doing nightclubs or anything like that,” he said.

“It just covers us for events and potential activities at launches of movies – the latest one we did was Fame up and down the country.”

Mr Dosanjh said 37 out of 68 cinemas have this type of licensing already.

“It’s another way for our customers to appreciate our cinemas,” he said.