METROGRAPH

Community Board 3 Presentation

October 19, 2015
1

Metrograph, a prestige two screen movie house,

opens February 2016. Metrograph will include a restaurant, cinema-dedicated bookshop, caf and lounge.
Programming will feature world-class independent,
international, repertory films, and exclusive premieres.
Built in a historic warehouse at 7 Ludlow Street (at Canal Street), Metrograph will be one of the rare theaters
in the world with archive-quality 35mm film and state
of the art digital projection.

CONTENTS

CB3 Questionnaire

Signed Sitpulations

11

Proof of Posting

12

Floor Plans

14

Security Plan

16

Food Menu

18

Traffic Study

20

Architect Letter - Noise Plan

30

Landlord Letter

31

Community Partnerships

32

Team Bios

34

Additional Letters of Support

42

19

Programmer at Large

10

STIPULATIONS AGREEMENT

11

12

7 LUDLOW LOCATION
LARGE BRICK WALL
NO RESIDENTS live across the
street

METROGRAPH LOCATION
Stand alone building, 66 wide
NO residents upstairs

13

SCREEN

ORCHESTRA
143 FIXED SEATS

THEATER 1

88

12

MENS BATHROOM
2 URINALS,
1 TOILET

THEATER 1
EMERGENCY EXIT

10

UNISEX
ADA
ACCESSIBLE
BATHROOM

18

21 1

STAIRS UP

12

STOOLS

12

HIGH TABLE

RESTAURANT

BAR

RESTRICTED TICKET
ENTRY POINT TO
THEATERS

STAIRS UP

GUARD POINT 1

BOX OFFICE

THEATER 2
EMERGENCY EXIT

10

CONCESSIONS

WOMENS BATHROOM
4 TOILETS

SCREEN

ORCHESTRA
46 FIXED SEATS

THEATER 2

ELEVATOR
ADA
ACCESSIBLE

13 5

THEATER ENTRANCE
AND EXIT VESTIBULE

9 6

5
8

19 7

6 6

9 3

MECHANICAL
CLOSET UNDER
STAIRS

5 2

31 5

8 5

HIGH TABLE

ELECTRIC
CLOSET

9 4
19

14 8

ENTRANCE

62 2

EMERGENCY
EXIT

15

GROUND FLOOR

LUDLOW STREET

14

ELECTRICAL
CLOSET

11 2

THEATER 1 BELOW

BALCONY
23 FIXED SEATS

THEATER 1

THEATER 1
PROJECTION ROOM

9 9

88

WALK IN
FRIDGE

LIQUOR
STORAGE

DISHWASHER

24

SINKS

KITCHEN

PREP TABLE

THEATER 2 BELOW

THEATER 2
PROJECTION ROOM

THEATER 1 BALCONY
ENTRANCE/EXIT
VESTIBULE

19 5

6 9
9 9

31 5
10 1

GRILL

FRYER

STOVE

OVEN

6 4

ESPRESO
MACHINE

STORAGE

13 7

TABLE

TABLE

TABLE

TABLE

TABLE

TABLE

ATRIUM

STOOLS

BAR

20 1

TABLE

TABLE

TABLE

SEATS

TABLE

COUCH

COFFEE TABLE

COUCH

COUCH

STORAGE STAIRS DOWN

CLOSET

COUCH

COFFEE TABLE

COFFEE TABLE

11 6

RESTAURANT

UNISEX
BATHROOM

9 4

UNISEX ADA
ACCESSBILE
BATHROOM

TABLE

TABLE

TABLE

8 1

ELEVATOR
CLOSET

ELEVATOR

8 5

BOOK
STORE
ARMCHAIRS

STAIRS UP

30 3

RESTRICTED TICKET
ENTRY POINT TO
BALCONY

BANQUETTE

3 4

20 2

8 11

SECOND FLOOR

12

WINDOWS

62 2

WINDOWS

STOREFRONT
ABOVE
ENTRANCE

2 6
14 8

2 6

11 4
BANQUETTE
STOOLS

12 7

5 1
6 4

4 10
9 3

FREEZER

15

15 8

METROGRAPH SECURITY PLAN

The Metrograph security plan focuses on the different areas and spaces in and around
the 7 Ludlow Street Building.
Exterior:
Building is designed so that all movie queuing is inside the lobby. There are no lines of
patrons waiting outside the building to either purchase a ticket or wait for a performance
to start. This is a critical element of the building design. Sufcient space has been
allotted inside the lobby to accommodate customers waiting for performances, and all
ticketing is reserved seating, so there are no "rst come rst served" lines. All customers
have a seat assignment prior to showtime, which reduces crowding at the entrance.
The nature of the integrated customer experience at Metrograph - lm showings, food
offerings, bookshop - means that customers will not leave all at once after showtimes
such as at a typical movie theater, but will enter and leave at varied times reducing high
trafc rush moments on the street. On Sunday-Wednesday it is estimated that no
security will be required outside on Ludlow Street. On Thursdays-Saturdays one
security staff member will be posted at the entrance to ensure that customers entering
and leaving the building remain quiet on the street.
Interior:
Inside the building, patrons will be greeted by staff at the Box Ofce - who can direct
patrons to the Theaters, Concession Area (non alcohol beverages, and food items
allowed inside the theaters), and to the Restaurant area.
The Concession Area: In addition to Popcorn, varied packaged candies, serves Non
Alcoholic Beverages (Artisinal Soda, Cold Pressed Juices) in sealed bottles - which are
clearly and identiably different from the Restaurant's standard wine/beer/cocktail
glassware.
The Restaurant Area Lobby: Serves full menu, targeted to movie patrons planning to
see a lm. All ID checking will be handled by the restaurant bartenders who are all
trained in ID protocol. One security staff member will be posted at the Door to the Lobby
Restaurant Area (on diagram - Guard Point 1). Their job is to verify that no Alcoholic
Restaurant beverages are taken outside the restaurant area. Additionally, all Box Ofce
and ticketing staff are trained to verify that no restaurant drinks are allowed inside the
theater. Therefore there are two layers of security preventing Alcoholic drinks from
entering the theaters.
The Restaurant Area Second Floor: Serves full menu at Tables, Couches, and at Bar. All
ID checking will be handled by the restaurant bartenders at the Bar, and the servers at
1

16

the tables who are all trained in ID Protocol. One security staff member will be posted
near the Balcony entrance, and will ensure that no Alcohol Drinks are allowed into the
Theater Balcony.
Emergency Exits:
Theater 1 and Theater 2 are accessible only to ticket holders who must pass through a
restricted ticket entry point. Emergency Exit doors function only from within the theater/
building in case of Emergency - and cannot be used to bypass security points to enter
the building or theaters.
Staff:
All Security and Staff are trained to provide a premium and elegant experience for
Metrograph Patrons. This includes a high level of service to the Patrons, as well as
neighbors, and the management of a quiet, elegant environment throughout the building
and on Ludlow Street. The type of Patron for repertory and independent lm screenings
is expected to be generally quiet and non-disruptive, however all staff will be trained to
quiet and/or politely remove any Patrons who are disruptive to the decorum of
Metrograph.

17

COMMISSARY MENU
BREAKFAST
Breakfast Sandwich boiled egg, sauce gribiche & watercress on roll $8
Frittata slice of zucchini, mint, basil & ricotta frittata slice $9
Donuts glazed or jelly $6
French Pastry croissant, almond croissant & pain au chocolat $5
Cereal organic granola with milk (or almond milk) $5

ALL DAY WRITERS MENU (to be eaten with one hand while writing)
Brain function smoothie with E3 $7
Crudit $6
Apple slices nut butter $6
Vegan nori rolls $8

Kale Chips $6
Fruit & nut bar $6
Popcorn flight $5
Pickle Plate $5

LUNCH & DINNER

SALADS & cold plates
Parsonette Salad flat leaf parsley, bibb lettuce, chives, citronette dressing $11
Julius Caesar kale, parmesan, anchovy $11
Smoked Tongue beef tongue, sauce gribiche, caselvetrano olives, scallions $12
Chicken roasted chicken salad, red onion, red grape, basil $12
Artichoke cold steamed artichoke, vinaigrette $12
Melon & Bresaola cantaloupe, cured beef $11
Hearts of Celery celery root rmoulade, capers, pickled shallots $11
Sandwiches
A.L.T. avocado, lettuce, tomato, herbal mayonnaise, toasted 7-grain bread $10
Reuben Corned Beef pickled cabbage, Russian dressing, rye bread $13
Cheese Sandwich stracciatella, pickled beets, radishes, cress $12
The Commissary Hamburger Pat LaFrieda blend,, lettuce, tomato, pickle $14
Merguez Sausage Sandwich halved merguez, watercress, herbal mayo, harissa oil, 7-grain bread $13

Soups
Matzoh Ball like grandma used to make $10
Borscht vegetarian beet borscht, crme fraiche, dill $10

Entrees (15 minutes)

Chicken-in-pot braised chicken sweet potato, fennel & ginger $18
Baked Trout sorrel sauce, white wine $19
Spaghetti a la Dan Dan lamb, chicken, Sichuan peppers, scallion $16
Salmon mustard, capers, haricot verts $19
Eastern Choice New York cut sirloin steak, French fries $22
18

Vegetables
Chinese broccoli garlic, sesame $8
Creamed Spinach cardamom, nutmeg $8
Zucchini Spaghetti cold, raw zucchini, walnut pesto $8
Cauliflower roasted cauliflower, raisins, pine nuts $7

potatoes
Deluxe Baked Idaho potato, crme frache, trout roe, herbs $6
French Fries fries, herbs, aioli $8

dessert
Tng Candies $6
Fruit cup $6
Crepes $7
Pie la Mode $7

BEVERAGES
Espresso $3
Americano $3
Latte $4
Cappuccino $3.50
Macchiato $3.50
Cortado $3.50
Iced Coffee (cold brew) $3
Iced Latte $4
Iced Cappuccino $3.50

Belloque Teas $7
Earl Grey $7
Chamomile $7
Egyptian Mint $7
Rooibos $7
China Green $7
PG Tips $5
(All teas served in pot)
Ovaltine $5

Filtered Sparkling / Flat Water

House made green juice $8
Turmeric Tonic $5
Fresh Ginger Soda $4
Freshly squeeze orange &
grapefruit juices $5
Cola $3
Ginger ale $3
Root beer $3
Lemon/Lime $3

COCKTAILS $12
Martini
Manhattan
Old Fashioned
Negroni
Whiskey Smash
Side Car
Sloe Gin
The Bees Knees
Boulevardier

Dark & Stormy

French 75
Margarita
Champagne Cocktail
Bloody Mary
Sazerac
Mint Julep
Pisco Sour
Whiskey Sour

Moscow Mule
White Russian
Vieux Carr
Mojito
Swizzle
Tom Collins
Rum Punch
Singapore Sling
The Last Word

19

STONEFIELD
engineering & design

October 15, 2015

Community Board 3, Manhattan
59 East 4th Street
New York, NY 10003
RE:

Traffic Assessment Letter Report

Proposed Movie House
7 Ludlow Street
New York, NY 10002
SE&D Job No. S-15158

Dear Members of Community Board 3:

Stonefield Engineering and Design, LLC (Stonefield) has prepared this Traffic Assessment Letter
Report to evaluate existing vehicular and pedestrian traffic conditions and identify the potential impact that the
proposed Movie House could have on the roadways, sidewalks, and curbsides in the nearby site vicinity. The
subject property is located at 7 Ludlow Street in the Lower East Side of Manhattan, New York. The site
location is shown on appended Figure 1. The subject property is designated as Block 298, Lot 28 on the New
York City Department of Finance Tax Map. The site has approximately 60 feet of frontage along Ludlow
Street. Under the proposed development program, the existing building would undergo exterior and interior
renovations to provide a two (2)-screen movie house with accessory food and beverage services.
Site Location and Existing Conditions
The subject property is located at 7 Ludlow Street, which is midblock on the west side of Ludlow
Street between Hester Street and Canal Street. Ludlow Street has a north-south orientation and extends
between East Houston Street and Canal Street. Ludlow Street is classified as an Urban Minor Arterial and is
under the jurisdiction of the New York City Department of Transportation. The roadway provides one (1)
lane of one-way southbound-only travel. On-street parking is provided along the east side of the roadway. The
west side of Ludlow is designated as No Parking Anytime. Sidewalk and curb are provided along both sides of
the roadway. Ludlow Street intersects Canal Street to form an unsignalized T-intersection with the
southbound approach of Ludlow Street operating under stop control.
The area is well served by public transportation via the F subway line at the Delancey Street Station,
approximately 0.35 miles from the subject site and East Broadway Station approximately 0.10 miles from the
subject site; the J, M, and Z subway lines at the Essex Street Station, approximately 0.35 miles from the subject
site; and the B and D subway lines at the Grand Street Station, approximately 0.35 miles from the subject site.
These subway stations are located within an approximately 10-minute walk from the subject site. Bus service is
provided via the M9 bus at Essex Street and Broadway, approximately 0.10 miles from the subject site and the
M14A bus at Grand Street and Essex Street, approximately 0.20 miles from the subject site. Please note, select
bus service via the M15 bus is provided at Hester Street and Allen Street approximately 0.15 miles from the
subject site. These bus stops are located within an approximately 5-minute walk from the subject site. The
subject site is also proximate to several Citi Bike stations including the Canal Street and Rutgers Street Bike
Station (28 bicycle docks), the Allen Street and Hester Street Bike Station (43 bicycle docks), the Pike Street
stonefieldeng.com
483 Broadway, 5th Floor, New York, NY 10013 917.289.1180 t.
Corporate Headquarters & Mailing Address:
75 Orient Way, Suite 303, Rutherford, NJ 07070 201.340.4468 t. 201.340.4472 f.

20

Proposed Movie House

7 Ludlow Street
October 15, 2015
Page 2 of 5

and East Broadway (24 bicycle docks), and the Forsyth Street and Canal Street (28 bicycle docks). These
bicycle sharing facilities are located within an approximately 5-minute walk from the subject site.
Existing Vehicular and Pedestrian Traffic Volumes and Curbside Utilization
A detailed field investigation was conducted during the typical weekend evening time periods to
evaluate existing traffic conditions and identify the specific hours when traffic activity on the adjacent roadways
is at a maximum and could be potentially impacted by the development of the site. Manual turning movement
counts, pedestrian counts, and continuous curbside utilization observations were conducted as part of this
effort. Specifically, turning movement counts were collected at the intersection of Ludlow Street and Canal
Street; pedestrian volumes were counted along the subject site frontage; and curbside utilization observations
were conducted along both sides of Ludlow Street and the northerly side of Canal Street between Essex Street
and Orchard Street. The field investigation was conducted on Friday, September 18, 2015, from 6:00 p.m. to
11:00 p.m. Additionally, an Automatic Traffic Recorder (ATR) was installed on Ludlow Street between Hester
Street and Canal Street to measure continuous traffic volumes between Friday, September 11, 2015, and
Saturday, September 19, 2015. Please refer to the appendix for the Automatic Traffic Recorder Data Summary.
The study period was chosen as it is representative of when the proposed movie house is anticipated
to be most active. The traffic volume data was collected and analyzed to identify the design peak hour in
accordance with 2010 Highway Capacity Manual (HCM) and recommended guidelines outlined by the Institute of
Transportation Engineers (ITE). Based on the review of the count data, the Friday evening peak hour of
vehicular traffic occurred from 8:00 p.m. to 9:00 p.m. and the Friday evening peak hour of pedestrian activity
occurred from 6:45 p.m. to 7:45 p.m. The 2015 Existing Condition vehicular and pedestrian peak-hour traffic
volumes are summarized on appended Figure 2.
The westerly side of Ludlow Street between Hester Street and Canal Street and the northerly side of
Canal Street, west of Ludlow Street are designated as No Parking Anytime. On-street parking is available on
the easterly side of Ludlow and the northerly side of Canal Street, east of Ludlow Street. These curbside
parking stalls are metered between the hours of 9:00 a.m. and 7:00 p.m., Monday through Saturday. Stonefield
observed that the northerly side of Canal Street was used for pick-up/drop-off activity and vehicles/taxis turned
over every 6 minutes on average. The westerly side of Ludlow Street was not observed to exhibit parking,
stopping, or standing during the study period whereas the easterly side of Ludlow Street was primarily used for
long-term parking outside the hours of permitted metered parking.
Description of Operations
The proposed development would consist of multiple operating elements, including two (2) movie
screening rooms, a bar and restaurant, a lounge, and a bookstore. The movie screening rooms would have
maximum seating capacities of 171 and 50 persons. Each theater would have six (6) shows daily with screenings
approximately every two (2) hours. The show times would be staggered between the two (2) screening rooms
in order to avoid simultaneous patron arrivals and departures. Please note, Metrograph plans to sell tickets via
a mobile app, which would require patrons to purchase tickets ahead of time. All seats would be reserved in
advance. The bar and restaurant component would be split between two levels with a maximum capacity of 70
persons on the lower level and 20 persons on the upper level. Based on consultations with Metrograph, it is
anticipated that a peak of 15 employees would staff the development at one time.
Trip Generation
To estimate the number of trips that would be generated by the proposed movie house, it is
conservatively assumed that each component of the movie house would operate at capacity. This assumption
presents the worst-case scenario and is not anticipated to be a common occurrence. Based on consultations
with Metrograph, Stonefield estimated patron arrivals and departures by hour as shown in appended Table A.
The peak hour for the overall operation is anticipated to occur between 9:00 p.m. and 10:00 p.m., when an
estimated 144 patrons would arrive and 134 patrons would depart over the course of the hour.

21

Proposed Movie House

7 Ludlow Street
October 15, 2015
Page 3 of 5

Travel Demand Assumptions

Travel demand assumptions were made to estimate the number of vehicles associated with the
projected number of patron trips. Modal splits were based on assumptions by Stonefield and support the
likelihood of linked trips within the neighborhood. The resulting travel demand assumptions and forecasted trip
generation are summarized in Tables 1 and 2, respectively. As patrons would likely utilize more than one (1)
operating component (e.g., a moviegoer may patronize the food/beverage services and/or bookstore before or
after the show time), a 40% trip credit was assumed in order to provide a realistic analysis.
TABLE 1 TRAVEL DEMAND ASSUMPTIONS

Peak-Hour Person Trips

22

Upper
Level: Bar,
Restaurant,
Lounge,
Bookstore

Movie
Theatre 1

Movie
Theatre 2

In

Out

In

Out

In

Out

In

Out

In

Out

163

131

59

70

17

20

40%

Linked Trips
Peak-Hour Person Trips to
Account for linked trips
Modal Split
Auto
Taxi/Uber
Subway
Bus
Walk/Bike/Other
Total
Vehicle Occupancy
Auto
Taxi/Uber

Lower
Level: Bar,
Restaurant,
Lounge,
Bookstore

98

40%
79

40%
1

35

Employee
Staff

40%
42

10

N/A
12

10%
20%
30%
5%
35%
100%

10%
20%
30%
5%
35%
100%

5%
15%
40%
5%
35%
100%

5%
15%
40%
5%
35%
100%

5%
5%
30%
15%
45%
100%

2.5
2.5

2.5
2.5

2.0
2.0

2.0
2.0

2.0
2.0

Proposed Movie House

7 Ludlow Street
October 15, 2015
Page 4 of 5

TABLE 2 PEAK-HOUR TRIP GENERATION FORECAST

Lower
Level: Bar,
Restaurant,
Lounge,
Bookstore

Upper
Level: Bar,
Restaurant,
Lounge,
Bookstore

Movie
Theatre 1

Movie
Theatre 2

In

Out

In

Out

In

Out

In

Out

In

Out

In

Out

Auto

10

13

11

Taxi/Uber

20

16

27

24

Subway

29

24

14

17

47

46

Bus

Walk/Bike/Other

34

27

12

15

49

46

Total

98

79

35

42

10

12

144

134

Auto

Taxi/Uber

12

11

Taxi/Uber Balanced

10

10

16

16

Total

14

14

22

22

Person Trips by
Mode

Employee
Staff

Total

Vehicle Occupancy

Future Traffic Volumes

Vehicular trip generation resulting from the proposed movie house would be relatively low based on
the preceding trip generation forecast. On Friday evenings, approximately 22 vehicles would arrive and 22
vehicles would depart during the anticipated peak hour, 9:00 p.m. to 10:00 p.m. This equates to approximately
two (2) vehicles every three (3) minutes. Based on criteria specified in the 2014 CEQR Technical Manual,
development projects that are anticipated to generate fewer than 50 peak-hour new vehicle trips are unlikely
to create a significant traffic impact on the adjacent roadway network.
Pick-up/Drop-off Activity
On-street parking is presently prohibited along the westerly Ludlow Street curb line between Canal
Street and Hester Street (approximately 400 feet). Additionally, the Ludlow Street frontage and the north side
of Canal Street may be used for the loading/unloading of merchandise and passenger pick-up/drop-off. The
existing curb-to-curb width of Ludlow Street and the parking prohibition on the westerly side of the roadway
would allow for pick-up/drop-off to occur without negatively impacting continuous movement of through traffic.
It is recommended that a movie house staff member be provided to help guide patron vehicles into and out of
the pick-up/drop-off area and regulate taxi/Uber stops to be as short as possible.
Pedestrian Circulation
The sidewalks in the site vicinity are relatively wide and can accommodate the increase in pedestrian
traffic generated by the subject site. With the mobile ticket purchasing app, building entrance operations would
be streamlined and the first-floor lobby would keep patrons off the sidewalk. Additionally, in accordance with
New York City Department of Buildings (NYCDOB) guidelines, queuing of patrons on the public sidewalk is
not permitted.

23

Proposed Movie House

7 Ludlow Street
October 15, 2015
Page 5 of 5

Parking

Although the proposed development is not anticipated to generate a significant amount of patrons that
would drive private vehicles, the following list includes off-street parking facilities within 0.25 miles (an
approximately 5-minute walk) of the subject site:
Chrystie Street between Canal Street and Hester Street approximately 50 spaces
Monroe Street between Market Street and Pike Street approximately 66 spaces
Forsyth Street between Canal Street and Division Street approximately 80 spaces
Allen Street between Hester Street and Grand Street approximately 200 spaces
Broome Street between Suffolk Street and Norfolk Street approximately 294 spaces
Division Street and Market Street approximately 300 spaces
Conclusions
This report was prepared to examine the existing vehicular and pedestrian traffic conditions and
identify the potential impact that the proposed Movie House could have on the roadways, sidewalks, and
curbsides in the nearby vicinity. The analysis findings, which have been based on industry-standard guidelines
and conservatively consider the subject premises at full operating capacity, indicate that the proposed
development would not have a significant impact on the vehicular and pedestrian traffic operations of the
adjacent roadways, sidewalks, and curbsides in the nearby vicinity. A total of 12 new private-vehicle trips are
anticipated to be generated during the peak hour, which would have a negligible effect on on-street parking and
traffic operations. As a result of the existing No Parking Anytime regulation, taxis and Uber vehicles would
have adequate curbside space to load and unload future patrons without obstructing through traffic on Ludlow
Street.
Best regards,

Frank A. Filiciotto, PE
Stonefield Engineering and Design, LLC
cc:

Ethan Rishon Oberman Metrograph LLC

Alexander Olch Metrograph LLC

S:\2015\S-15158 7 Ludlow Street Movie Theater\Reports\Letter Report.docx

24

SITE

Proposed Movie House

7 Ludlow Street

FIGURE 1

Manhattan, New York City, New York

Site Location Map

Traffic Study

25

A3

Ludlow Street

84 Pedestrains

73 Pedestrains

51
54
8

Site

120
8

Canal Street

137
19

ion S
Divis

t
tree

LEGEND
Existing Roadway
not to scale

PM Peak Hour Vehicluar Volumes

PM Peak Hour Pedestrian Volumes

Proposed Movie House

7 Ludlow Street

26

Manhattan, New York City, New York

Traffic Study

FIGURE 2
2015 Existing Traffic
Volumes
A4

stonefieldeng.com
75 Orient Way, Suite 303, Rutherford, NJ 07070
201.340.4468 t. 201.340.4472 f.

STONEFIELD
engineering & design

ATR TRAFFIC COUNT SUMMARY - September 2015

Proposed Movie House - 7 Ludlow Street
Manhattan, New York
SE&D Job #: S-15158
DATA COLLECTION LOCATIONS:

Ludlow Street between Canal Street and Hester Street

SUMMARY:
TIME PERIOD
Weekday AM Peak Hour
(8:15 AM - 9:15 AM)
Weekday Midday Peak Hour
(12:45 PM - 1:45 PM)
Weekday PM Peak Hour
(2:15 PM - 3:15 PM)
Weekday 24-Hour Total
Saturday Peak Hour
(2:00 PM - 3:00 PM)
Saturday 24-Hour Total

Ludlow Street
Southbound
171
208
178
2,732
162
2,822

27

28

0
12:00 AM

50

100

150

200

250

3:00 AM

6:00 AM

Ludlow Street SB Wkdy Avg

9:00 AM

3:00 PM

Ludlow Street SB SAT Avg

12:00 PM

Average Hourly Volume (Weekday and Saturday)

Proposed Movie House - 7 Ludlow Street Manhattan, New York

S:\2015\S-15158 7 Ludlow Street Movie Theater\Field Data\Counts\ATR\Summary\ATR Summary - September 2015

Hourly Volume

6:00 PM

9:00 PM

2 of 4

A7

29

9:00 PM

10:00 PM

to

to

to

to

to

to

to

to

to

to

to

to

to

to

to

to

12:00 PM

1:00 PM

2:00 PM

3:00 PM

4:00 PM

5:00 PM

6:00 PM

7:00 PM

8:00 PM

9:00 PM

10:00 PM

11:00 PM

12:00 AM

1:00 AM

2:00 AM

3:00 AM

4:00 AM

3:00 AM

2:00 AM

1:00 AM

12:00 AM

11:00 PM

8:00 PM

7:00 PM

6:00 PM

5:00 PM

4:00 PM

3:00 PM

2:00 PM

1:00 PM

12:00 PM

to

11:00 AM

11:00 AM

to

10:00 AM

114

163

131

106

82

73

In

114

163

131

106

82

73

Out

Capacity:

Maximum

114

122

171

169

137

136

111

110

86

86

77

73

Accumulation

171

Movie Theatre 1

34

48

38

31

25

14

21

In

34

48

38

31

25

14

21

Out

Capacity:

35

36

50

50

40

40

33

31

25

39

35

21

Accumulation

50

Movie Theatre 2
Maximum

Proposed Movie House, 7 Ludlow Street, New York, NY

Projected Hourly Distribution of Arrivals and Departures

Table A:

10

29

42

49

59

70

60

53

25

41

50

31

In

10

29

42

49

59

70

60

53

25

41

50

31

Out

Capacity:

Maximum

10

29

42

49

59

70

60

53

25

41

50

31

Accumulation

70

12

14

17

20

17

15

12

14

In

12

14

17

20

17

15

12

14

Out

Capacity:

Maximum

12

14

17

20

17

15

12

14

Accumulation

20

Bookstore

Bookstore

Upper Level: Bar,

Restaurant, Lounge,

Lower Level: Bar,

Restaurant, Lounge,

In

Out

Population:

Projected

12

15

15

15

12

Accumulation

15

Employee Staff

12

37

170

106

241

147

213

112

140

47

82

40

140

88

42

In

20

157

100

232

130

223

120

176

67

89

29

98

80

64

41

Out

17

161

224

286

310

292

265

228

184

132

114

130

170

94

47

Accumulation

Total

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(LJKWK$YHQXHWK)O1HZ<RUN1<7)ID[ZZZ0DUJXOLHV+RHO]OLFRP

LETTER FROM LANDLORD

31

COMMUNITY PARTNERSHIPS

LES EMPLOYMENT NETWORK

- to hire staff members from the Community
HENRY STREET SETTLEMENT
-Free Screenings for Henry Street Clients
-Film Mentoring Program
-Connected Programming to Abrons Arts Center
COMMUNITY PROGRAMMING
-Weekend Family Screenings for Children
-Discounted Screenings for Seniors and Youth

32

33

THE TEAM
ALEXANDER OLCH - Founder, Chief Creative

FILM DIRECTOR The Windmill Movie (2009)

Film Forum, HBO,
Permanent Collection MoMA
DESIGNER Collections sold at Bergdorf Goodman, Barneys, Nordstrom, Colette Paris, Isetan Tokyo.
Flagship Store at 14 Orchard St NYC.
ON SCREENEditor/post-production supervisor - DCP
delivery, Dolby, film lab work.
Designing all interiors for Metrograph.

34

JAKE PERLIN - Artistic and Programming Director

Lincoln Center Programmer &
Director, Cinema Conservancy: present
BAMcinematek: 2004 to 2012
Film Forum: 2001 - 2004
Cinema Arts Centre: 2000 - 2001
Founder of The Film Desk, theatrical
distributor of over twenty great films previously unavailable by directors such as
Chaplin, Godard, Antonioni, Rivette and
Sontag, all receiving exclusive New York
runs followed by national tour..
Director Cinema Conservancy which
releases and preserves American independent films of social and historical importance.
Editor of The Believer magazine's Film Issue dvd supplement.
Contributed programming for dozens of
venues in the US and around the world,
including Reina Sofia in Madrid.

35

ETHAN OBERMAN - CEO

CEO of two successful startups:
SpiderOak (2007 - 2014)
Omail (2001 - 2005)

SpiderOak become internationally recognized in the privacy / security space

- endorsed by Edward Snowden
40+ employees / contractors
Internationally recognized brand
Leadership position within privacy / security industry

Omail (email marketing company)

25+ employees

36

ALIZA MA - Head of Programming

Languages: English, Mandarin, Cantonese, Japanese

FILM CURATOR, Museum of the Moving Image 2013-present

FILM PROGRAMMES, Toronto International Film Festival Cinematheque 2010-2013
Prior Programming:
Assistant Programmer, Toronto International Film Festival, Midnight program: 2009-2010
Program advisor, Toronto Reel Asian Film Festival
Film Program Assistant and Donor Office Liaison (L.A. & Park City, Utah): 2009
Programming assistant and Assistant to Festival Director, AFI Film Festival (L.A.): 2008-2009
Images Festival (Toronto) 2007-2008
Writing & Translation:
Reverse Shot (http://reverseshot.org/people/105/aliza-ma), CinemaScope (http://cinema-scope.
com/author/aliza-ma/), A Century of Chinese Cinema TIFF Monograph (Mandarin to Eng translation and original essay, TIFF & NYFF, Jia Zhang-ke, Published Interview Translation, Tsai Ming-liang,
Live Interview & TIFF festival Q&As, Wang Bing
PAST FILM PROGRAMS
Museum of the Moving Image as co-curator:
Ongoing: See It Big!, First Look annual international film festival, Masaki Kobayashi (retrospective w/ Tatsuya Nakadai in person), Spring 2015, Tsai Ming-liang (full retrospective), Spring 2015,
Chuck Jones, Winter 2014, Jean Gremillon (full retrospective), Winter 2014, Rouben Mamoulian
(retrospective w/ panel discussion), Winter 2014, Law Kar-leung tribute, Fall 2014, Kenji Mizoguchi (all surviving films on archival imported prints from Japan & US tour), Fall 2014, Les Blank
(retrospective in collaboration w/ The Academy), Summer 2014, Patrick Lung-kung (retrospective
with dirs. Lung Kung and Tsui Hark in person), Summer, 2014, Howard Hawks, Fall 2013, Claire
Denis, Summer 2013, Wong Kar-wai (retrospective & NY premiere of The Grandmaster), Summer 2013
Toronto International Film Festival & TIFF Cinematheque as assistant programmer:
Ongoing: monthly experimental film cycle The Free Screen, A Century of Chinese Cinema (68film archival program & Intl tour), Spring 2013, Raj Kapoor, Robert Bresson, Henri Georges Clouzot, Italian Neorealism, Bertrand Tavernier, Sandrine Bonnaire, Alexei German, Seijun Suzuki &
Nikkatsu Centenary, Werner Schroeder, Rainer Werner Fassbinder, Pier Paolo Pasolini, Catherine
Breillat, 70mm festival, Nuit Blanche (12 hr silent film program with live music accompaniment), Joe
Dante, Homage to Xtream Pictures, contemporary Chinese cinema, Lisandro Alonso and Lucrecia
Martel New Argentine Film Spotlight

37

ARTHUR FOURNIER - Bookshop Curator

Rare book dealer, archivist and appraiser with fifteen years of experience in sales, marketing and media relations for leading academic
publishers and cultural institutions, including the top psychology
press in North America, a world-renowned research university and
art galleries in New York and Chicago.

ARTHUR FOURNIER FINE & RARE, LLC

Brooklyn, NY. August 2013Present.
Full service company specializing in the appraisal and sale of books, manuscripts,
archives & collections in all fields and genres, emphasis on cultural movements,
disruptive technologies, societies in conflict, and global undergrounds
.
F.A. BERNETT BOOKS :: http://www.fabernett.com
Associate. Boston, MA. February 2009October 2013.
GUILFORD PRESS :: http://www.guilford.com
Staff Writer & Publicist. New York, NY. November 2003February 2009.
DELANO GREENIDGE EDITIONS
Director of Sales & Marketing. New York, NY. November 2001October 2003.
NEUE GALERIE NEW YORK :: http://www.neuegalerie.org
Museum Store Consultant. New York, NY. October 2001July 2002.
UNIVERSITY OF CHICAGO :: http://www.uchicago.edu
University News Office Staff Writer. Chicago, IL. October 1999June 2001.
HYDE PARK ART CENTER :: http://www.hydeparkart.org
Exhibitions Coordinator. Chicago, IL. July 1995June 1998.

38

MICHAEL KORESKY - Head of Marketing

The Criterion Collection New York, NY

January 2006October 2015
Reverse Shot (Museum of the Moving Image) reverseshot.org
January 2003present
Founder, Co-Editor-in-Chief
Film Comment New York, NY
September 2001April 2005
Assistant Editor
Interview New York, NY
April 2005December 2005
Copy Chief
Writing
Contemporary Film Directors: Terence Davies The first American book about the famed British filmmaker, University of Illinois Press in September 2014, Essential Art House: 50 Years of Janus Films
Deputy editor and contributing writer for the Criterion Collection publication celebrating the fiftieth anniversary of its parent company, Olivier Assayas Chapter Moving On: Une nouvelle vie from upcoming
book on the French director, published by SynemaGesellschaft for Film and Media; edited by Kent Jones
Published in the Village Voice, Cinemascope, Film Comment, Sight
& Sound, Cineaste, The American Interest, Interview, Filmmaker, BAMCinematek
Playbill, Westchester Journal News
Online: indieWIRE, Moving Image Source, Stop Smiling
Co-curated ongoing See It Big series for the Museum of the Moving Image
Advisory Work (New York City), October 2011 present
Guest speaker at Project: New Cinephilia at 2011 Edinburgh Film Festival, Special guest for internationally renowned Bergman Week on Fr Island, Sweden in 2008, Film series in partnership with the
92nd Street Y (2005, 2006, and 2011), and conducted associated Q&As with filmmakers, Served as
feature-film juror at both 2011 RiverRun International Film Festival (Winston-Salem) and 2008 NewFest (New York City), Guest speaker at 2012 and 2015 editions of the RiverRun International Film,
Festival and at 2004 and 2005 festivals on European cinema at Guild Hall, East Hampton, Assistant
2003 Grand Marnier Film Fellowships Co-coordinator for Film Society of Lincoln Center Education

39

JAKE KLEIN - Food & Beverage Consultant

Opened restaurants in Miami, Hong Kong, New York, Providence,

Washington DC, and Singapore.
Currently Owener and Operator Jakes Handcrafted 559
5th Ave, Brooklyn, NY 11215. Holder of full Liquor License.
In New York he has worked extensively with Dre Nieporents Myriad Restaurant Group - Nobu, Montrechet (now Batard),
TriBeCa Grill.

Former Executive Chef at Morrell Wine Bar and Caf, in Rockefeller

Center in Midtown Manhattan
In Hong Kong he became executive chef of the influential restaurant, Miami Spice,
which earned four star rating from the South China Post. His all-wood-fired restaurant in Singapore was awarded four stars from the Straights Times.
In 1998 Jake opened the first restaurant of his own, JADA, in South Miami. The
Miami Herald rated JADA Exceptional (the highest rating); John Mariani in Esquire
Magazine declared Jake one of the most exciting young talents to come along in a
long time.
Jake has worked with two Iron Chefs, as an apprentice to Masaharu Morimoto in
New York and competed against Roksbura Michiba in Tokyo, and has appeared on
the ABC Early Morning Show, New York 1, and the Tokyo Broadcasting System.

40

DANA VLADIMIR - Head of Communications

Director of Publicity, Magnolia Pictures

New York, NY June 2009-October 2015

Oversaw New York publicity for all Magnolia Pictures titles, served as
head organizer for all New York related events, premieres and press
days.

Marketing/Publicity Assistant, IFC Films

New York, NY January 2009-June 2009

Fashion Assistant, W Magazine

New York, NY September 2007-December 2007

41

ADDITIONAL LETTERS OF SUPPORT

10/14/2015
Edward Douglas (Guttmann)
27 Orchard Street #13
New York, NY 10002
Dear Members of Community Board 3,
Ive lived at 27 Orchard Street for over 22 years and for 14 of those years, Ive been a
film critic for the website ComingSoon.net, a position that has gotten me quite a bit of acclaim,
including a membership in the prestigious Broadcast Film Critics Association (who vote for the
Critics Choice Awards every year).
As you might expect, Im an avid fan of films, especially the long-standing tradition of
seeing them as theyre meant to be seenin a theater on the big screen with an audience of
similar cinephiles.
As a 22-year resident of the neighborhood, Ive seen it going through many changes, but
Im also well aware of its history as a central focus of New Yorks immigrant population going
back over one hundred years. Ive been absolutely thrilled to see the neighborhood bringing in a
younger diverse crowd thanks to popular eateries like Pies n Thighs and Dimes. I couldnt
be more excited to hear of the plans to open the Metrograph Theater on Ludlow Street, because it
will give people more reason to come down to the neighborhood as a destination for their
entertainment, which would be a huge boom for the businesses that already exist in the
neighborhood. (Considering how many of them have closed down in the decades Ive lived here,
this neighborhood could really use a boost to help build upon whats already been done.)
New York has quite a few arthouse theaters already but the closest one to this area is
the Landmark Sunshine on Houston Street, and in fact, there is only ONE movie theater BELOW
Houston Street and thats the Regal all the way over on Battery Park, which is 20 minutes by cab
and longer by mass transportation.
The Lower East Side hasnt had a movie theater in decades when the one on Grand Street
closed down and to me, its a fantastic idea to have a place where people can congregate and
enjoy films together. Im especially intrigued by the prospect due to those involved with the
project and their ability to bring acclaimed international directors to the neighborhood to show
their films. Presumably, this would include filmmakers from places like China which would be
of great interest to the neighborhoods vast Chinese population who dont get much geared
towards them in terms of entertainment.
There really isnt anything like what they have planned for the Metrograph anywhere in
our neighborhood, the closest examples being Lincoln Center all the way uptown and the
Brooklyn Academy of Music. I think having something like this in the neighborhood should help
convince other business owners to make their way downtown to this rich historic neighborhood
that I love so much.

42

In conclusion, Im very excited by the prospects that the Metrograph brings to the area in
terms of offering cinema where people can experience film the way its meant to be seen as well
as a caf and bookshop where people can congregate and continue the conversation afterwards.
Its a wonderful idea that has my full support and Im sure my neighbors would agree.
Sincerely,

Edward Douglas (Guttmann)

27 Orchard Street #13
New York, NY 10002
917-705-2151

43

October 16, 2015

Dear Members of Community Board 3,
On behalf of Seward Park Co-op, we would like to strongly endorse Metrograph's application for an SLA
license. Our community has long been underserved for movie theaters, as well as a place which can be a
community center for the arts.
We have met with the principals of Metrograph who are fellow local residents - living just down from the
theater at 23 Ludlow. We have toured the space and are eager to see it open for business as soon as
possible. The Metrograph plans to bring not only great cultivated programming, but also "family"
programming on the weekends, during which parents can bring their children. This is especially important for
our community which has so many young parents who strongly need local activities and destinations for their
families.
The prestige of the film programming - both independent film releases as well as older repertory movies - is
especially appealing to us as a community. That we will have a serious, world class arts institution in our
neighborhood is something we should be proud of and excited about. We strongly urge our fellow members of
the community to support this project.

Sincerely Yours,
Seward Park Co-op Board of Directors

44

Community Board 3
th
59 East 4 Street
New York, NY
October 19, 2015
Dear Members of Community Board 3,
My name is Josephine Shokrian -- Im a scenographer, film maker and long time New York City
resident based in the Lower East Side.
I am writing the community board as a neighbor of the proposed Metrograph Theater, which is 1
block from where I have my studio and residence.
When the announcement had been made about the proposed theater, I was skeptical (as Im
critical of most new developments in downtown Manhattan, most especially within my
neighborhood).
But when I read who was behind the project, Jacob Perlin, the executive director of the Cinema
Conservancy, a non profit film distribution, preservation and filmmaker consultancy in New York
and the programmer-at-large fro the Film Society at Lincoln Center--I couldnt be more thrilled.
Perlin is one of the first people that I had met when moving to New York.
I was warmly welcomed by a generous film enthusiast, who encouraged me to attend programs
throughout the city. Over the years Ive followed Perlins thought provoking programs and dont
think Im alone in saying that he is held in high esteem amongst his collegues.
Metrograph, the proposed cinema/bookstore/restaurant is first and foremost seems interested in
forming a community around cinema and the preservation of cinema arts.
The theater boasts having a 16mm and 35mm projectorwhen majority of theaters nationwide
are being forced to switch over to industry standard DCP. And is committed to showing work in its
original formaton film. As a filmmaker, this is both precious and essential as cinematic
material is quickly becoming obsolete unless we strive to maintain, educate and support such
arts.
A space as such is interested in the promotion and encouragement both within its form and its
language. Allowing for a place that is beyond the sphere of the theater and moving into a social
environment that will encourage community and the exchange of ideas. And for once see in this a
place that resembles the city I chose to live in.
As we are all well aware, spaces for cultural institutions within Manhattan are quickly becoming
far and few between. It is essential to cultivate and support such initiatives as Metrograph, as I
have not doubt, they will respectfully preserve the integrity and vibrancy of what still remains
downtown.
This is a great undertaking, and I feel grateful that efforts are being put forward to envisioning
such a space.
Thank you for your time,
Josephine Shokrian
185 East Broadway #2
New York, NY 10002

45

!
16 October 2015

Eugene Lang College

of Liberal Arts
Department of Culture and Media
65 W. 11th Street
New York, NY 10011
(212) 229-5100
newschool.edu

Dear Members of Community Board 3:

I am writing to support the Metrograph theater on the Lower East Side. As a professor at the New
School and a critic for numerous arts and film publications, I am tremendously enthused that the
neighborhood will have a vibrant, independent, and creative theater of its own. New York City
has one of the strongest and most diverse film cultures in the world, and I believe the Lower East
Side will benefit tremendously for having this creative outlet and cultural hub to highlight its rich
historical traditions.
I am further encouraged by the incredibly knowledgeable, imaginative, and hard-working
individuals involved in making Metrograph happen. I have worked and watched movies with
Michael Koresky for almost a decade, and more recently have had the benefit of the wonderful
programming of Jake Perlin and Aliza Ma at the Film Society of Lincoln Center and the Museum
of the Moving Image, respectively. They are all extraordinarily capable and well-connected, and I
admired in all of them their attentiveness to world filmmaking and truly daring work. I see in their
programming a strong commitment to the fullest range of what moving image media can be, and I
eagerly anticipate their collaborative shaping of Metrograph as a model of what a film theater can
be, and how it can serve and enrich its community.
As someone who teaches close to the Lower East Side, I look forward to directing my students to
Metrograph to both learn about the neighborhood and partake of the many resources the theater
will provide. In addition to a state of the art theater, having a bookstore where my students can
encounter important film scholarship and criticism, and a cafe and restaurant space to casually
discuss work, is crucial. In my teaching I stress that cinema is a social activity, one that includes
not only the experience of watching a film together in a theater, but also the spaces around the
screening, whether the discussions that carry on well after the film has ended, or the book that
someone will pore over for days to come. Metrograph will provide an important hub for the
community, and it will furthermore build a new one built around the appreciation of cinema and
the vital social activity that will develop around it.
Sincerely,

Dr. Genevieve Yue

Assistant Professor in Culture and Media
Eugene Lang College, The New School for Liberal Arts
46

47

()**!+),-.)/0!
87 6th Ave., #1
Brooklyn, NY 11217

!!

"#$"%$&#"'!

1)2/!3)45)/6!7*!87449:,0;!<72/=!>?!!

My name is Jeff Reichert and I am an award-winning documentary filmmaker, critic, and

distributor based in New York. I am writing to you today to express my wholehearted support for
the Metrograph theater, an institution whose plans and progress I have followed with great
interest since they were announced last summer.
In my fifteen years of working in independent film distribution, I have had the opportunity to help
bring to American audiences films like Man on Wire, Joan Rivers: A Piece of Work, The Invisible
War, Short Term 12, Croupier and countless others. Central to all of those releases have been
healthy openings in theaters in New York City that have helped propel media attention and
positive word of mouth nationwide. New York is the single most important market for theatrical
distributionbar noneyet it remains a challenge to bring great films to theaters here because
there are simply not enough screens. As a distributor, I celebrate the news of a new theater
opening in the heart of the Lower East Side, and am excited by the amazing programming its
renowned core team will surely bring to the neighborhood and the city. I cant wait to book films
Im releasing with them.
I also hope to exhibit some of my own creations there as well, should I be lucky enough. The
Metrographs integration of a restaurant, caf, and bookshop into the theatrical context will create
something completely new in New York. It will be a Cinematheque more than just a theater, but a
place where the community can gather in appreciation of one of our most vital art forms and
seriously consider the medium. And also have quite a bit of fun. It will be a place where any
filmmaker would be excited to have their work screened.
The Lower East Side deserves its own theater, one whose team comes from the New York movie
scene, cares about that scene and has great ideas for how to make it stronger. The Metrograph has
that team, and feels poised to become the next in a line of legendary New York cinemas.

@,:-)/)A;?!

Jeff Reichert
Filmmaker, Critic, Distributor!

48

!!

MILPA FILMS

October 12, 2015

To the Members of Community Board 3,

My name is David Riker and I am a writer and film director who has lived and worked in New
York City for the past 25 years. I would like to express my strongest possible support for the
Metrograph Cinema, and its extraordinary film programmers Jake Perlin and Aliza Ma.
New York City does not need any more bars or nightclubs, as I know from first hand experience
living in Williamsburg with my wife and two daughters. The proliferation of beerhouses and late
night clubs has produced only more loud music, and streams of young people screaming at each
other as they try to walk home late at night. But the Metrographs application for a liquor license
should not be confused with such venues. Rather, I believe it should be recognized as a unique
and special opportunity to create in the Lower East Side an extraordinary cultural venue with
great relevance for local residents.
The proposed Metrograph is best understood as a neighborhood Film Center in the tradition of
those New York City cultural gems, the Lincoln Centers Elinor Bunin Monroe Film Center, the
BAM Cinmatek, and the Museum of the Moving Image in Queens. No one should confuse a
meal and a glass of wine at the Lincoln Center with a loud and rowdy bar or nightclub.
Most importantly, I think its important to recognize the caliber of the people who are behind the
Metrograph. To put it simply, Jake Perlin and Aliza Ma are internationally recognized in the
world of cinema for their extraordinary experience and impeccable taste. They are literally the
gold standard for an independent arthouse film center, with long trajectories of nurturing and
promoting real cinema in New York. Their decision to open the Metrograph in the Lower East
Side is reason for celebration!
As a personal note, I would like to add that my film, LA CIUDAD (THE CITY), filmed in New
York City in the 1990s with a cast of Latin American immigrants, would very nearly have
vanished had Jake Perlin not offered to help in launching a preservation campaign in 2013.
Thanks to Jake and his Cinema Conservancy we were able to restore and preserve the film and it
is now playing again on screens in New York City, at precisely those institutions that he and Ms.
Ma have so-long helped to lead: Lincoln Center and the Museum of the Moving Image.
I applaud the Community Boards efforts to limit the proliferation of drinking establishments in
the residential neighborhoods of the Lower East Side. But I urge you to view the Metrograph for
what it truly is: a world class cultural venue, created by veteran New York City film programmers
who have long worked to nourish the citys rich and diverse cultural life.
Yours sincerely,
David Riker

107 N 9th STREET, #1 BROOKLYN, NY 11249

49