Atlantic Cinemas to reopen October 15 with new business model

Atlantic Cinemas, the iconic local theater located on First Ave in Atlantic Highlands, will reopen with a new business model on October 15, owners Fred and Mickey Rast announced.

Operating as a movie theater since 1923, Atlantic Cinemas showed first run features on its five screens prior to the Rasts shutting down due to the COVID-19 pandemic. When they reopen, first run films will be shown only on two screens.

One theater has been remade with a small stage and will host small live concerts, puppet shows, and comedy shows. This theater, screen #1, will also be used for showing classic movies and independent films created by local filmmakers.

Screens #4 and #5 will be primarily used for parties that now can be done at any time the client wishes. Specific details will be discussed if a client is interested. Screen #4 is also set up for PowerPoint presentations and makes a great space for businesses to conduct training.

Screens #2 and #3 will show current movies.

Safety has always been a priority for the Rasts. Fred, a retired police officer and current member of the Atlantic Highlands Fire Police, adjusted his admissions for coronavirus safety and ultimately shut down prior to Governor Murphy mandating that theaters close last March.

To keep their guests safe when they reopen, the Rasts have partnered with
local business owner David Wickersham, of FirstCallPPE, and PPM Site Services, also of Atlantic Highlands.

First Call PPE and PPM Site Services has been actively cleaning and disinfecting the coronavirus from Washington DC to New York City and has used every product and process available.

Wickersham’s team will be treating Atlantic Cinemas theaters, restrooms, counters and seats with BIOGLOVE surface disinfectant. The product is applied with a misting spray gun (fogger) that destroys human coronavirus, and other pathogens (e.g. bacteria, mold and fungi). BIOGLOVE leaves an active barrier from additional infection for up to 28-days. First Call PPE has also generously donated their 12-hour hand microbial defense spray and convenient touchless dispensers for guests to apply as they enter the theater.