The curtain is set to rise on The Lot, a much-anticipated, seven-auditorium luxury cinema in a remodeled space in the old Jonathan’s Market, which is nearly complete and slated to open to the public sometime in October.
The new development, at 7611 Fay Ave., is called “an exciting lifestyle destination – a dining, drinking and cinematic experience unlike any other.”
Each of The lot’s seven luxury auditoriums is outfitted with the latest in comfort, audio-visual and cinematic technology.
Cinema amenities are to include a dedicated coastal-casual restaurant helmed by acclaimed local chef Matt Sramek; a well-appointed bar spotlighting craft cocktails, beers and wines; and a dedicated craft café serving locally sourced and roasted coffees, plus housemade pastries.
The Lot is the brainchild of Adolfo Fastlicht, part of the creative team that developed Cineopolis, a similar deluxe theater concept with venues in Del Mar, La Costa and Vista.
Interviewed by The Village News, Fastlicht shed light on what theatergoers should expect from the cutting-edge movie-viewing experience he’s created.
Noting that Boffo is the name of the new theater’s holding company, Fastlicht said the name is taken from “a play on words referring to a movie studio’s backlot where movies get filmed.” How will the theater experience be enhanced? “This is a premium cinema experience,” Fastlicht answered. “The whole concept is for a more intimate experience. It is quite unlike anything that is out there today.” Fastlicht said The Lot is intended to be “more of a lifestyle destination where people can go with their family and hang out, have a drink at the bar then go watch a movie.” All seven theater auditoriums will have reclining seats in which patrons will be able to enjoy standard Coke and popcorn movie fare but will have other culinary choices as well. “Inside the auditoriums, guests will have waiters and waitresses attending all the reclined seats which have call buttons installed,” Fastlicht said. “They’ll be served on installed trays. They can watch a movie in comfort and be served in their seats. In addition, they can have alcohol, a cocktail or wine brought to them.” Those preferring specialty coffees or tea can have those delivered to their seats as well. Fastlicht said the theater’s restaurant will not only serve patrons but hopefully “lure the public and become a staple within the community, with people visiting because of the food, scenery and atmosphere that’s been created.” Concerning the types of movies to be offered, Fastlicht said there will be a combination of both mainstream and more unconventional films. “We do anticipate that we’ll be able to exhibit more art/foreign/independent films,” he said.
The theater owner said he intends to explore the possibility of hosting local film festivals, if that’s feasible. “Hopefully, we’ll be able to step in eventually and incorporate that as part of our program,” he said. “Some (film festivals) have already approached us, and we have started the conversation and will be evaluating every alternative as it comes based on its merits.” Each of the seven theater auditoriums will have a maximum seating capacity of 60. Is The Lot the “next generation” in theater viewing? “We believe it’s certainly one of the next steps,” said Fastlicht. “All theaters are moving that way. But certainly, there is a tendency for segmentation in theater space, differentiating not only the (theater) layout but the service and programming as well.” Fastlicht noted his new concept is to “be a premium player, a boutique operator in the highly competitive theater market.” He added that that market, until now, has been “dominated by the bigger chains best known for their more conventional/traditional theaters.” Why go to The Lot and not some other more mainstream theater? “Because we offer a lifestyle experience that a client cannot find in a conventional movie theater,” Fastlicht concluded.