InBerkeley

Vintage Berkeley on College Avenue

If you stop into Vintage Berkeley, the new wine shop on College Avenue near Ashby, and pick up some wine, say from Spain, you can use your receipt to get a discount on that movie you rent from Videots down the street.

In August, that same purchase will get you a cut rate price on a ticket to see the new movie Julie & Julia. A few months ago, it was a discount at Mrs. Dalloway’s bookstore.

It’s all part of an effort among Elmwood merchants to encourage their customers to shop in the neighborhood. “There is a lot of new energy in the Elmwood,” said Ann Leyhe, a co-owner of Mrs. Dalloways. “There are lots of new vendors and we’ve said “Let’s cross-promote.”

The bookstore has taken to displaying books that are linked to the movies being show at the Elmwood Theater. Right now, Food, Inc. is on the marquee and in the window.

On August 7, there will be a neighborhood merchant party to celebrate the opening of Julie & Julia, a new film about Julia Child and Julie Powell,  a New York blogger who cooked her way through Child’s Mastering the Art of French Cooking.

The movie will play at the Elmwood Theater. Vintage Berkeley will be serving wine and cheese at a 5 pm reception. And Mrs. Dalloway’s will be at the reception, selling Child’s biography, My Life in France, Powell’s book, Julie & Julia, and the memoir by the editor who first published Childs, The Tenth Muse by Judith Jones.  Child’s cookbooks will be for sale as well.

Liam Reilly and Matt Stevenson sell wine at Vintage Berkeley

Frances Dinkelspiel Books, Business, Food, The Elmwood