Cinema Paradiso looks to bring foreign and independent films to Avenue A

Updated 5/11: The CB3-SLA committee voted against this applicant's plans as presented, instead offering stipulations that Marcello Assante can only serve food-dinner during the films — not before or after, thus doing away with any necessary revenue to keep this operation viable. He plans to return to CB3 next month. We'll have more about this in another post. 

Plans are in the works for a cafe-cinema at 44 Avenue A, the former home of the Upright Citizens Brigade Theater's East Village outpost, UCBeast, as well as the Pioneer Theater.

Marcello Assante is on tonight's CB3-SLA agenda for a liquor license for Cinema Paradiso, a cafe-theater concept for the space here at Third Street adjacent to Two Boots. (Questionnaire here.)

Assante, a Naples native, has owned and operated a handful of restaurants through the years, including Bella Ciao, Capri Ristorante and Marcellino in Little Italy as well as Local 92 on Second Avenue. Assante has also been involved with the film industry in Italy, having worked with director Abel Ferrara. 

The space on Avenue A, which is already equipped with a movie screen, stage and theater seats for 119 people, seems perfectly suited to Assante's vision of creating a "big cinema culture" — a cultural center for cinephiles to enjoy foreign and independent features.

"My big love is cinema," he said in a recent phone call. 

Aside from new indie and foreign releases, he's also exploring hosting film festivals, premieres and live events, such as director Q&As, similar perhaps to, say, the Metrograph on Ludlow Street.

Cinema Paradiso will also include a cafe for people to have a pre- or post-film meal and drink. At the moment, he's not sure if he'll offer in-theater table service, such as at Alamo Drafthouse and the Nitehawk Cinema in Brooklyn or the iPic Theaters at the South Street Seaport. The cafe portion could be a standalone restaurant such as the Commissary at the Metrograph. 

"We need a liquor license to help support the rent, which is very high," Assante said. Would he move forward if the Community Board nixes the license? (UCBeast, the previous tenant, did serve alcohol.)

"I don't know. We are trying now and we will take it from there," he said. "We are here for cinema and culture."

The business name, Cinema Paradiso, comes from the 1988 Italian drama that won the Academy Award for Best Foreign Language Film.

"I'm Italian... 'Cinema Paradisio' is like my story," Assante said. "It's very personal. I was 8 years old and watching movies."

Citing financial woes, the Upright Citizens Brigade closed this theater in February 2019 after eight-plus years. UCB had taken over part of the expanded Two Boots empire — the video store on Avenue A and the Pioneer Theater with an entrance around the corner on Third Street.

The single-screen Pioneer Theater, which featured indie, underground and cult fare, closed on Nov. 7, 2008, after eight years. As owner Phil Hartman said at the time: "[I]t was always a labor of love and never commercially viable." 

[Image from 2002 via Cinema Treasures]

Tonight's virtual CB3-SLA committee meeting starts at 6:30. Find the Zoom link here.

Previously on EV Grieve:
• UCB East has closed; what's next for their space on Avenue A and 3rd Street?