Frank Theatres Dispute Preservationist’s Claims

CAPE MAY – Bruce Frank, president and CEO of Frank Theatres, the owner of the soon to be demolished Beach Theatre here on Beach Avenue, disputes facts presented to Cape May’s Planning Board this week by those trying to save the 50 year old theater.
Franks said after demolition, the Beach Theatre’s lobby and items such as the leaded glass over the doorways will remain and be restored. He said a presentation to the Planning Board contained a number of errors.
Frank said the front of the building will remain including all the shops and even the theater marquee. He said the front of the building has significant deterioration in the granite bases under the windows which will be restored to original condition.
The claim the Beach Theatre is the last movie theater at the shore built into a row of shops is completely untrue, said Franks. He said Frank Theatres owns theaters in Stone Harbor and Ocean City that also have stores in the front.
“They are testifying to things that are inaccurate,” said Franks. “People should understand what we are doing, we are saving a piece of history in that you are saving the front of that building and making it part of something that’s much more beautiful.”
He said the theater is an old building that contains asbestos.
“Even if we were to keep a theater on the property, we would still tear that down,” said Franks.
He said the design of the roof prevents installing larger movie screens. Franks said they were preserving the portion of the building “that was worthy of preserving.”
The theater lobby will be part of a future condominium complex or hotel. Franks said plans for condos have not been abandoned but he did not know “what would ultimately happen.” He said Frank Theatres would do “what’s best for the building and what we think is best for the area.”
Attendance at the Beach Theatre during the past summer was dismal.
“If you saw the small amount of people that went there, it wouldn’t fill one of our complexes for one night, the whole summer’s admissions,” said Frank.
He said the Beach Theatre Foundation still owes Frank Theatres almost $50,000 in rent.
Frank said the theater section of the building would be demolished no later than the first of the year. He said asbestos removal would start in the next two weeks. The stores will continue to operate after the demolition.
There are no plans for immediate construction of a condo or hotel project. Franks said they had several years to start construction.
While the stores have free standing rear walls, a temporary wall will be constructed at the rear of the theater lobby following demolition of the theater section, he said.
Franks said people at the shore no longer support “cinema in any material manner.” Theaters in Ocean City are only marginally profitable, he said.
“The seashore theaters have gone by the wayside because there are other things to do,” said Franks.
He said people like the theater on a rainy day.
In contrast, the Frank Theatres in Rio Grande are doing well enough to merit an expansion to add four more screens before next summer. Before Christmas, projection will be converted to digital, said Frank.
In addition, Frank Theatres is negotiating with Johnny Rockets Restaurants to open a location at the site.
Johnny Rockets is an international restaurant chain that provides the food, in a nostalgic atmosphere featuring hamburgers, shakes and malts.
Frank said they approached Ritz Carlton to build a boutique hotel on the Beach Theatre site. He said that may be something that will be considered in the next couple of years.
The opening of a new convention hall across the street could interest a hotel developer, he said.
Frank said there is no rush to build on site with Frank Investments inventory of 125 commercial properties in seven states.
“Right now, the theater loses money, it would be better off as a parking lot,” said Frank. “We would make more money.”
He said it is not uncommon to tear down and replace movie theaters after 25 years of use.
Frank said his advice to the City of Cape May, had they been interested in owning the Beach Theatre, would have been to tear it down and put something modern it its place.
He said demolishing the building will save Frank Theatres money on operating losses and real estate taxes. Frank said no one tried harder to successfully operate the theater than the Beach Theatre Foundation.