Rutgers Cinema on bringing movie magic to life

For students, Rutgers Cinema is more than just a movie theater — it's a space where they can take a break from their academic lives and enjoy the shared experience of watching a film.

Located on Livingston campus, Rutgers Cinema has played a pivotal role in maintaining a moviegoing culture, offering students and local residents an affordable and immersive way to watch films, even with the rise of streaming platforms looming over the industry.

In a recent interview with Alexander DelVecchio, general manager of Rutgers Cinema, he shared insightful perspectives on how the theater is adapting and thriving in the ever-evolving entertainment landscape.

Since its opening in 2013, Rutgers Cinema has been a popular fixture among the New Brunswick community, initially serving as a classroom by day and a movie theater after 5 p.m. But after 2018, educational and film technology began evolving in different directions, DelVecchio explained.

In the spring of 2020, Rutgers Cinema transitioned to a full-fledged movie theater, and its staff hasn't looked back since. Renovations have continued until recently, with newly upgraded screens and enhanced sound systems bringing the small-town theater to the level of a fully-fledged multiplex.

Though these repairs are largely complete, Rutgers Cinema is always looking for new ways to create a communal activity that patrons can't get anywhere else.

"The fun part is, though, in this industry, there's always more stuff coming," DelVecchio said.

But even with the temptation to constantly add new features, DelVecchio often has to choose between practicality and innovation, weighing the benefits of each. For example, while the prospect of installing recliners is appealing, it would lead to higher-priced tickets and less seats.

In addition to ensuring that the day-to-day operations of Rutgers Cinema run smoothly, DelVecchio and the rest of management have to contend with competitors coming from all angles, including other local cinemas, theater chains and in the eyes of some, theaters' biggest threat: streaming services.

But this is something he's become less pessimistic about, as cinema has managed to hold its own.

"The truth is that it impacts ... linear TV and cable subscriptions," he said. "In terms of the big original movie skipping theaters and going to streaming — once that happens, those movies don't make any impact."

He reflected on experiments made by major studios, like Warner Brothers and Disney, to release films directly to streaming during the COVID-19 pandemic. While some studios have continued this model, blockbusters released in the following years, like "Inside Out 2" and "Barbie," show that if there's something interesting in theaters, audiences will show up.

Delays from the recent Writers Guild of America and Screen Actors Guild — American Federation of Television and Radio Artists strikes caused further problems with delays, but Rutgers Cinema survived due to its passionate customers and consistency.

"We got through it well because our base audience is always here," he said.

Along with providing students with a much-needed break from their hectic schedules with new, exciting titles, Rutgers Cinema also offers job opportunities for them.

Starting off as film crew, working at the box office and concession stand, students can progress to eventually becoming student managers. As Delvecchio explained, interacting with the public is the largest part of the job for Rutgers Cinema staff, a valuable skill to have for their future endeavors. 

With a lineup of exciting films such as "Joker: Folie à Deux," "Gladiator II" and "Wicked" coming this fall, Rutgers Cinema and its team are back in full swing. The venue will also bring back its annual screenings of "The Rocky Horror Picture Show," a favorite among the student body.

As streaming platforms continue to dominate the entertainment landscape, Rutgers Cinema remains a stronghold for traditional moviegoing. For Rutgers students, it's not just about watching a movie — it's about the atmosphere and the emotional punch that only a big screen can deliver. Also, the popcorn.

Rutgers Cinema has weathered the storms of change and stands ready to entertain and captivate students for years to come.