They kept the lights off until they served the course meal (lunch/dinner) eight to nine hours after takeoff. After they complete that service, they turned off the lights until they began preparation for landing.

For this flight, the F/A actually came around the cabin to take any snack order after the seat belt sign was turned off. I would say most passengers chose to eat something after takeoff (well I was not surprised given the delays with deicing and the awful food at the Greenwich lounge), and then you could use the entertainment system to order any drinks and food you want throughout the flight. They even sent out a message on the TV system about an hour prior to the main meal service. Honestly I don't think there is a perfect way to plan service on this late night flight. A full on demand service was possibly preferred on these type of late night flights. Their main meal service was really not that fancy and the only heating components were breads/rice/main course, Plus not too many people will miss that cold nuts/olive pre-meal service.

Carfield