The beloved Coronado Village Theater, which was closed for the last part of June due to a change in management, reopened on July 1 with three blockbuster movies on the roster.
UltraStar Cinemas has taken over the operation, hired by the theater’s owners to replace Lance Alspaugh, the previous manager who passed last October.
San Diego-based theater group UltraStar Cinemas has had the keys to the Village Theater for about two weeks and Julie Bravo, the president and CEO of UltraStar, said that she wants to keep it as a traditional movie theater.
We appreciate the aesthetic that is there and want to just grow with that.
UltraStar Cinemas President and CEO Julie Bravo
“We appreciate the aesthetic that is there and want to just grow with that,” Bravo told The Coronado News. “Lance did such an amazing job with the renovations that were done in the early 2000’s.”
With only three screens, and two of them being boutique auditoriums with under 40 seats, Bravo said she has no plans to put recliner seats in, preserving the original space. “There’s just something about this space that, when you walk in, you feel the magic of the movies,” she said.
However, she does intend to implement several community suggestions, such as updating the lighting to highlight the wall art and utilizing the outside digital marquee to its full potential.
“We’re going to really speak with the community, see what guests are looking for,” Bravo explained. “That’s one thing that I really do think sets (UltraStar) apart is we are community minded. We live in San Diego, we love this community – it’s our heartbeat.”
Merridee Book, the CEO of the Coronado Island Film Festival, made the introduction between the operator and the owners, and Bravo said they hit it off.
The connection with UltraStar felt meant to be … the timing aligned naturally, but more importantly, their values and company ethos immediately resonated with us.
Coronado Island Film Festival CEO Merridee Book
“The connection with UltraStar felt meant to be,” Book said. “The timing aligned naturally, but more importantly, their values and company ethos immediately resonated with us.”
Book acknowledged that the theater could use some improvements. Until recently, tickets could only be bought at the ticket booth, and there were extremely limited showtimes.
She also said the theater was never advertised or marketed, and there is a lot of potential for the landmark building.
Since UltraStar took over, there have already been a few changes made, including purchasing tickets at the company’s website (coronadotheater.com) and adding new concession offerings such as nachos, ice cream and a kiddy-combo snack tray.
“We will provide a great moviegoing experience,” Bravo said. “If you want to come see a movie, this is the place.”
The Village Theater first opened in 1947 and ran until the turn of the century when it was left abandoned for a decade, according to the Coronado Historical Association.
It was taken over by its current owners and, in 2011, Alspaugh was brought on as operator until he passed away last October.
Coronado City Council member Kelly Purvis said that she’s thrilled to welcome UltraStar to the island. “The Village Theatre is a cherished Coronado landmark that has brought our community together for generations. I am excited … (for the) community partnerships they will bring while preserving this iconic theater for years to come.”
UltraStar Cinemas has 15 theaters throughout Southern California and Arizona. Bravo said she has 25 years of experience in the movie business and knows how to run theaters – and how to make one successful. Not much needs to be done at the Village Theater, she added.
It’s a historic site. It’s iconic, are the words that come to mind when I think about it. It’s old-school Hollywood.
UltraStar Cinemas President and CEO Julie Bravo
“It’s a historic site. It’s iconic, are the words that come to mind when I think about it. It’s old-school Hollywood.”
