(ASBURY PARK, NJ) — It’s no secret that Covid drastically affected the arts. Shows were cancelled, theatres went dark, and livestreams became the norm. Movie theaters may have been affected the most and many are still struggling to survive. The ShowRoom Cinema in Asbury Park is one that never fully recovered and has decided to change its business model.
Since the reopening of The ShowRoom Cinema last year, theater attendance has not fully recovered in the way that they had hoped. Screening first run movies on a weekly basis has become unsustainable for the them. Starting in January 2023, they will be shifting to an event-oriented model, featuring one night only screenings, live comedy shows, occasional first run screenings and other film-related events. Their three rooms will be available for private rentals with expanded availability.
“Failed attendance was the main factor in our decision to rethink our business model,” explained Daria Parr, owner of The ShowRoom Cinema. “Reading the financials throughout the year made it apparent that we were not able to sustain our current mode of operation. We tried several strategies throughout the year, including reduced days of operation, reduced schedules, discount pricing on Mondays and BOGO promotions for loyal customers - none of which served to increase attendance to a degree that would increase attendance to a sustainable level.”
Last year, the ShowRoom took part in several special events in which indie movie theaters around the country all hosted a one-night only screening on the same night. Movies like Meet Me In The Bathroom, Nightclubbing: The Birth of Punk Rock in NYC, The Living End, Poly Styrene: I Am a Cliché, Salt In My Soul, and The Spine of Night had such screenings since the ShowRoom reopened in late October 2021.
“Our One Night Only special events have been extremely successful, usually generating nearly full to sell-out crowds. Most of those films were tied to a specific genre like music and horror, or movies featuring LGBTQ+ themes. We will be hosting more of these events in the future,” added Parr.
The ShowRoom plans to continue hosting live comedy shows - a genre underserved in Monmouth County - and offer their rooms for rent.
“We have partnered with Ugly Pancake Productions for two comedy shows. The first was in September. UPP created that as a fundraiser for The ShowRoom. The show was a huge success with a sell out crowd! The second show was held on December 6th, with approximately 70% attendance and another lineup of fantastic comics. We hope to partner with UPP for future, regularly scheduled comedy events,” said Parr.
“Rentals are quite popular and have helped us stay afloat. Prices range from $150 to $300 an hour, depending on the theater and rental day and time,” continued Parr. “We have hosted birthday parties for both children and adults, video launch parties, holiday parties and screenings for groups and clubs. We’ve had a gentleman rent a theater for he and his wife to enjoy their wedding videos on their anniversary, and another gentleman who rented the same theater to surprise his wife with a private screening of her favorite movie on her birthday. We’ve had a B-movie bachelor party marathon and currently host a weekly movie club. Our new format will open some more appealing weekend times for private events and screenings.”
The ShowRoom will be hosting screenings for the Garden State Film Festival and the Hang Onto Your Shorts Film Festival this spring. They look forward to working with them and possibly additional film festivals as well.
“We are members of the AP Chamber of Commerce, along with the AP Arts Council and Art House Convergence. We have partnered with the Asbury Book Cooperative and QSpot for special screenings. We will maintain and forge new partnerships with these and other local organizations as opportunities arise,” said Parr.
The ShowRoom Cinema is located at 707 Cookman Avenue in Asbury Park, New Jersey. In April 2009, it became the first movie theater to open in Asbury Park in decades. It started as a single-screen, 50 seat movie theater, with a goal of bringing provocative and relevant independent movies and engaging special events to the city’s budding downtown. In 2012 the theater evolved into a 3-screen, independent cinema and became the leading entertainment destination in Asbury Park’s eclectic, art-infused downtown shopping district. New Jersey Stage hopes the revised business model helps them to be successful for the long run.
PHOTO By Jeff Lundenberger
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