Small Business Saturday: Newark Moonlight Cinema
For this “Small Business Saturday” feature, New Jersey Isn’t Boring is highlighting the Newark Moonlight Cinema. However, this is more of an “Independent Business Saturday” because the Newark Moonlight Cinema is nothing but small.
Started during the Summer of 2020, the Moonlight Cinema was established by Newark natives Ayana Stafford-Morris and her husband Siree Morris. It is the first drive-in movie theater in Newark since the 1980s. The theater reopened this year on their one-year anniversary, July 24, at a new and bigger location at the Newark Bears & Eagles Riverfront Stadium.
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The Newark Moonlight Cinema spotlights the films of black-owned creators and actors with new releases and cult classics. Ayana, a filmmaker, was inspired to create Newark Moonlight Cinema after attending an outdoor film festival that featured her documentary. Siree, a real-estate developer, found the space to form their own movie drive-in.
In 2020 the drive-in was established as a pop-up business, and things went smoothly and successfully attracting patrons from around the tri-state area to their Covid-friendly theater. They also partnered with born and raised Newark resident Michael B. Jordan, who has been very supportive of the business, to be the last drive in to participate in his initiative with Amazon Studios (who is a sponsor for 2021 as well).
Being new to the business of owning a drive-in, the couple had to learn as they go ie where to park cars, how to handle concessions, etc, and solved problems quickly. Now that they’ve established the Newark Moonlight Cinema as a new business with a new location, they had even more to learn. They needed a bigger staff, more food, more projectors, new screens, and new engineering to get everything up and running. Like all new businesses, their biggest struggle is the learning curve.
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Ayana told NJIB, “It’s definitely been a new and different experience with a new plot of land, especially one that’s been sitting vacant for a long time. It comes with its own challenges. This year we were tasked with figuring out how to arrange the tiers and arrange the grounds so that everybody can see.” The task fell to Siree to fix it who admitted he was “stressed but happy they got through it.” Siree says, “I think we’re where we need to be now we just need to build from this foundation”.
“It’s different. When you’re a popup you’re going to do the minimum to keep the business open. When you’re transitioning to a permanent business you’re going to make decisions that benefit in the long term so that takes a much longer time to get ready and prepare”, Ayana says.
A new addition is year is a restaurant which they built out of shipping containers plus new options to their menu to accommodate vegetarian/vegans and those with food allergies. You’ll find classic movie treats like popcorn, candy, and nachos plus freshly made hot items like “Yardy” sweet and spicy wings, empanadas, crab cakes, hot dogs, burgers, fries, and more.
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The Newark Moonlight Cinema opens two hours for ample parking time, and before each screening guests can party with a live DJ and enjoy the sunset. Also new this year is an independent market to showcase small businesses and local makers.
Being Covid-Friendly they are also able to host birthday parties, schools, and events in their new space. There’s also potential for a future film festival, concerts, and outdoor entertainment.
The Newark Moonlight Cinema will only continue to grow and create bigger and better experiences moving forward. Siree says, “At first you come to support, but now we want to earn your dollars. We want you to come back because you had such a great experience and we made you feel welcome like we welcomed you into our home. ”
Last year the outdoor theater was open until early December, but this year they will close on Halloween and re-open soon after with something new. Ayana says, “We’re working on something big for the Winter.” Stay tuned!
For more information visit their Website, Facebook, and Instagram.
