115-Year-Old Theatre Uses Free Movie Events to Help the Community

BERNARDSVILLE, N.J. — Every Wednesday, Bernardsville Cinema hosts a free movie event — but the tickets aren’t free in the way you might think.

To see the silver screen, participants must either purchase $6 worth of concessions at the cinema or spend $25 at surrounding local businesses: The Rebecca Collection, Astrology Gallery or The Bernards Cafe. Owner Christopher Dunn-Meynell got the idea from attending the same theater as a child.

“The reason why I came to this theater as a kid was because we had Optimum,” Dunn-Meynell said. “And part of their big deal was that every Tuesday, if you had Optimum, you could come to the movies for free.”

When Dunn-Meynell bought the theater after COVID-19, he decided to bring back the tradition with a focus on helping other small businesses. He said he noticed how hard COVID-19 hit Bernardsville’s restaurants and shops and hoped this weekly event could help change that.

“That’s the big thing I want with this. It’s just to, you know, expand this so that the town can thrive again,” Dunn-Meynell said.

So far, it has. Dunn-Meynell said he has received positive feedback from surrounding shops.

Despite this, Bernardsville Cinema is still struggling — a problem that has plagued the 115-year-old theater since the pandemic began.

According to media consultancy Omdia, there are 5,691 fewer screens in the United States than there were before COVID-19.

Dunn-Meynell has seen many independent theaters close over the years and hopes he can keep Bernardsville Cinema open through initiatives like Free Movie Wednesdays. He also encourages everyone to come see movies when they can.

“I know it’s expensive,” he said. “I’m not even saying come every week. Just come every now and then.”

Dunn-Meynell said it’s hard to compete with chain theaters like AMC but believes there are benefits to attending smaller venues.

“You will get a much more personalized experience here,” he said. “And you’re supporting someone’s dream.”

If you end up attending Bernardsville Cinema or any small independent one, Dunn-Meynell had one last piece of advice:

“Please, for the love of goodness, buy concessions,” he said. “Most of the revenue that keeps us in business comes from concessions.”

Bernardsville Cinema also hosts other free events, such as Broadway nights, and partners frequently with local organizations to host community events. 

They are open every day for scheduled movie showings.

For more information check out their website: https://www.bernardsvillecinema.com/