BRADLEY BEACH -- The curtain has come down on plans to renovate the former Showroom Bradley Beach, Main Street's landmark movie theater.
Bradley Lab LLC, which began interior demolition and renovations of the old cinema last summer, on Friday said it has stopped working on the project to turn it into a movie house named The Bradley. The decision was "effective immediately."
Organizers blamed rising costs.
"When we initiated the endeavor, our pre-opening costs were estimated at approximately $1.53 (million)," the group wrote in a letter to The Bradley Beach Business and Community Alliance. "Now, with rapidly escalating costs for materials, supplies and a quality contractor, these costs would exceed $3 (million)."
The former Beach Cinema was originally built in 1915 as a vaudeville theatre named the Palace. It began showing movies about 10 years later. It became the Showroom Cinema Bradley Beach in 2018 and closed in 2020 at the start of the COVID-19 pandemic.
It's been four years since Montclair-based Cinema Lab first announced the project via a Kickstarter campaign, which raised $65,090 from 332 backers. The goal, organizers said, was to recreate the heyday of theater in a vibrant downtown.
It entered into a lease to buy with the owner of the building, but the project faced challenges. It took longer to raise the $1.5 million needed to fund the project. And after COVID, there were issues, such as a longer wait time for the delivery of the seats.
In the meantime, Cinema Lab, which operates the Village at SOPAC in South Orange, ran a "summer pop-up theater" in Bradley Beach in 2022. Interior work began in 2024.
"Bradley Lab, as well as its wonderful local investors and contributors to the Kickstarter campaign, have invested significantly in the Bradley (both financially and in sweat equity)," the letter states. "As generous as our investors have been and despite our efforts, the funds necessary to complete the Bradley project are simply unavailable."
The letter was signed by representatives Luke Parker Bowles, Brandon Jones and Rich Townsend. Parker Bowles, founder and co-chairman of Cinema Lab, could not be reached for further comment on Sunday.
The project would have remodeled the entire theater. Designs called for The Bradley to have one screen with about 220 new seats and a space in the back for private events or screenings. The movie house also was to have a new concession lounge and a pub featuring international ales and local beers.
The theater was to play a mix of first-run movies and independent films.
"This has been an incredibly hard and saddening reality, and we are sorry we were not able to provide the town with what it richly deserves but will continue to be helpful … where we can," the letter states. "We have developed some wonderful ties with the community, which makes this all the harder to accept."
Cinema Lab also is having discussions with the building's owner regarding the future of the building.
"The development process has generated a great deal of intellectual property, including design and structural studies as well as architectural work that we will furnish to the owner and investors with the hope that these can be used to find another tenant to complete the project and operate the cinema," the letter states.
David P. Willis, an award-winning business writer, has covered business, retail, real estate and consumer news at the Asbury Park Press for 27 years. He writes APP.com's What's Going There column and can be reached at [email protected]. Please sign up for his weekly newsletter and join his What's Going There page on Facebook for updates.