By WILLIAM CLARK
Renovations at The Bradley movie theater, formerly the Beach Cinema in Bradley Beach, are underway for a scheduled opening in 2025.
The Main Street movie theater is now under the operation of Cinema Lab. The Montclair based company is planning on making the venue a multifunctional event space, CEO Luke Parker Bowles said.
Parker Bowles said reopening The Bradley will provide entertainment options for the area.
“There’s a 20-minute drive to get to a movie theater,” he said. “That’s sad. We feel a huge responsibility.”
Cinema Lab is reconfiguring the space to house a restaurant, pub and gathering space, with the hopes that The Bradley becomes a main attraction of downtown Bradley Beach.
Parker Bowles said The Bradley will not just be for moviegoers. Don’t want to catch a flick? Grab a drink at the pub.
“It’s really somewhere you can come and spend your entire day,” he said.
Getting to this point, Cinema Lab has undergone fits and starts making its way through what Parker Bowles called “light red tape” in terms of bureaucratic check points. But he complimented Mayor Larry Fox and the Borough Council for their support. The company has also held the voice of the community close, working with a committee to ensure that The Bradley is right for Bradley Beach.
The multifaceted nature of the building is important in that regard, Parker Bowles said.
“It gives people a lot of choices and brings back some energy to Main Street,” he said.
The fabric of Bradley Beach and the dynamism the space will bring will differentiate The Bradley from other theater chains, he said. Parker Bowles points to his team that researches, assesses and implements the vision.
“What they are particularly good at is making sure to not AMC the place,” he said.
Gutting the former site allows for some special features. Copper ceiling tiles that were found have been cleaned and repurposed for the pub area. And Parker Bowles said other details may pop up.
“I’m not going to give the whole thing away,” he said.
One aspect he revealed was that the iconic marquee will remain. Although The Bradley will be new, a touch of nostalgia doesn’t hurt. This includes some of the programming that is planned. The Bradley will host movies from the 80’s on certain nights. Major motion pictures, independent films and even live streams of performances will round out the slate that is planned.
But Cinema Lab understands that The Bradley may not be like their other locations. Tweaks and changes will come based on performance and feedback.
“It’s crucial not to be holier than thou,” he said. “It’s there to get it right and we’ll get it right eventually.”
Parker Bowles praised his staff and design team. Chief Financial Officer Andy Phillips is experienced at hospitality thanks to his time with SOHO House. DNA DESIGN, made up of Parker Bowles’ wife Daniela with Alicia Bohn and Kristen Childs.
“They are arguably one of the best design groups out there today,” he said.
Parker Bowles hopes that The Bradley becomes a centerpiece of the Main Street. corridor. They are partnering with Vic’s Pizza and are working with the Bradley Beach Business Alliance.
“I am very pleased that the renovations have started,” Mayor Larry Fox said. “Having a “year round” magnet onto Main Street that will translate to more people visiting our restaurants and shops is a big positive. Cinema Lab has a great model and I think they have set themselves up for success. I can’t wait until the 2025 opening!”