IFC Films’ Arianna Bocco and Nationwide’s Heidi Sirota Join New Cinema Lab Venture


originally published: 02/23/2022

(BRADLEY BEACH, NJ) — Arianna Bocco, president of IFC Films, and Heidi Sirota, director of companion animals at Nationwide, have joined Bradley Lab, a subsidiary of the movie theater development and management company, film lab, during their reopening of The Bradley (formerly The Showroom), it was announced by Luke Parker Bowles, CEO of Cinema Lab. Bocco, a Bradley Beach resident, and Sirota, a Bradley Beach native, joined the team to update the venue to create a community-centric, tech-driven movie experience with a slate of the latest films of studio as well as a carefully curated selection. of independent releases, film series and conversations with filmmakers that celebrate the diverse and proud culture of the Jersey Shore. The Bradley is expected to open in late 2022.

“Arianna’s passion and love for Bradley Beach and filmmaking as a whole was the driving force that started this project, and we are thrilled that she brought this project to our attention,” said Parker Bowles. “Both Heidi and Arianna appreciate the historical significance of this local landmark and the intrinsic need for the community to reclaim its cinema. Community is at the heart of our mission, and having a team of people who understand the importance of this town amazing guarantees that we will have the opportunity to give back and support the community in the best way we know how – with an elegant, safe and first-class theater experience.As members of The Bradley Board of Directors, Arianna and Heidi will be our local voices and community builders and having served with Arianna as respective BAFTA New York Chairs, I know firsthand that there are few better advocates.

IFC Films' Arianna Bocco and Nationwide's Heidi Sirota Join New Cinema Lab Venture

“Growing up at Freehold was formative for my love of film and my eventual career,” Bocco said. “And reviving Bradley Beach cinema is key to ensuring that future generations have access to the same kinds of experiences. Going to the cinema is irreplaceable, and I’m so proud to partner with Heidi and the Cinema Lab team to bring this theater back to life, in an exciting, modern way that will give back to this amazing community that I now call home, a first class destination.”

“I will always call Bradley Beach home,” Sirota said. “The iconic movies I’ve seen in theaters were part of the storybook of my youth. It’s an honor to be part of the team that brings back the Main Street gathering place as The Bradley, in perpetuating the charm and hospitality of this special coastal community.

IFC Films' Arianna Bocco and Nationwide's Heidi Sirota Join New Cinema Lab Venture

Prior to being promoted to president in 2020, Bocco spent more than a decade overseeing the acquisitions of IFC Films and IFC Midnight, the multiplatform film distribution labels owned and operated by AMC Networks, Inc. Throughout during her tenure, she acquired more than 800 films for the company, including some of the most revered independent films of the past decade. Prior to IFC Films, Bocco was head of Gersh Agency’s independent feature film packaging division, and prior to that she worked at Miramax Films as SVP of Acquisitions. Prior to Miramax, Arianna was vice president of acquisitions and co-production in Los Angeles at New Line Cinema and Fine Line Features.

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Heidi Sirota serves as Nationwide’s Chief Pet Officer, leading the nation’s first and largest pet insurance provider, protecting more than one million pets. She joined Nationwide in 2018 as Vice President of Marketing for the Retirement Solutions business and led an expansion of its capabilities and markets. Prior to joining Nationwide, Heidi held leadership positions at UnitedHealth Group, Aetna, Connecticare and The Phoenix Companies. She sits on several boards, including the Human Animal Bond Research Institute and the Second Harvest Food Bank in Orange County, California.

The partners and investors behind The Bradley share a dedication to the local movie experience, with a team that includes movie industry pedigree and business leaders with strong ties to New Jersey: the President of IFC Arianna Bocco and National Companion Animals Leader Heidi Sirota. join Luke Parker Bowles, film and television industry veteran and former chairman of BAFTA New York; Andy Childs, original member of Soho House’s North American team, and Brandon Jones, Head of Cinema Marketing, serve as Cinema Lab’s General Manager, COO and Chief Marketing Officer, respectively. Rounding out the management team are actor and director Patrick Wilson, entertainment industry veteran Vincent Onorati and media director Erik Diehn.

Having officially opened in 1915 as a vaudeville theater named The Palace, then known as The Beach Cinema and more recently as The Showroom Cinema, the theater was forced to close during the pandemic in 2020. During the planned renovations Coming to completion in late 2022, Cinema Lab will reopen The Bradley as the first community experience featuring 3 auditoriums with state-of-the-art technology. To give back to the Bradley Beach community, the theater will provide free screenings for families with children with special needs and will also serve as a venue for events and fundraisers. The Bradley will be the second iconic New Jersey movie theater to be reimagined by Cinema Lab. The Village at SOPAC was the first to open on July 22, 2021 and just over a year later The Bradley will debut. Cinema Lab also operates The Cañon (Cañon City, CO) and plans to add several other locations, including The Maplewood (in Maplewood, NJ), which is slated to open later this year/early 2023. The company aims to open about fifteen sites. in the next five years across the United States.

film lab is a theater development and management company focused on community-vital theaters. We believe that movie theaters are the metaphorical and literal heart and soul of the creation of culture and the economic growth of many cities. We focus on a technology-driven experience with extensive hot and cold menu options and a wide range of alternative studio, independent and uncommon programming.

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