Today we’d like to introduce you to Julie Bravo.
Hi Julie , thanks for joining us today. We’d love for you to start by introducing yourself.
I grew up in the movie theater business. My grandfather, father, and uncle opened their first theater in San Diego County, the Flower Hill Cinema in Del Mar in 1976, and from an early age I was immersed in the industry. As I grew older, I watched my father operate several theaters throughout the region, including the iconic La Paloma Theatre in downtown Encinitas.
While I was in high school, my father built the Nickelodeon Theater in Oceanside from the ground up, and it became my first job in the movie industry. I sold popcorn and tickets, cleaned auditoriums, greeted guests, and experienced every aspect of day-to-day theater operations. It was there that I fell in love with the magic of the movies and the joy of creating memorable experiences for guests.
Throughout college, I spent my summers working with the theater’s marketing team, learning the operational side of the business and gaining a deeper appreciation for what it takes to run a successful cinema. A summer internship with Walt Disney Studios in Burbank also gave me valuable insight into the studio side of the business.
After college, I spent several years with other retail companies, where I developed my leadership and management skills. But no matter where my career took me, I was always drawn back to the movie theater. I joined UltraStar Cinemas in 2001, and I’ve been fortunate to spend the last 25 years doing what I love: creating exceptional moviegoing experiences and helping theaters continue to thrive in an ever-changing world.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Although my love for the movie theater industry has never wavered, the business itself can be a roller coaster. We are a product-driven industry, and our success is closely tied to the strength of the films being released. When there’s an exciting lineup of movies, guests come out in droves. When the release schedule is lighter or the films have more limited commercial appeal, attendance naturally slows. Because we rely on our studio partners for content, those fluctuations are simply part of the business.
One of the biggest challenges has been finding creative ways to keep our theaters active during those quieter periods. We’ve had great success programming alternative content such as documentaries, concert films, and classic favorites, giving guests new reasons to visit beyond first-run releases. We’ve also introduced sensory-friendly screenings, special showtimes for parents with babies and young children, Happy Hour pricing, and discount days. These initiatives help us serve different audiences, provide added value, and encourage guests to enjoy the theater experience even when they may not be particularly excited about the current movie lineup.
The cyclical nature of the industry has taught me to be adaptable and innovative. Rather than waiting for the next blockbuster to arrive, I look for opportunities to create memorable experiences that keep our theaters relevant and our guests engaged year-round.
Alright, so let’s switch gears a bit and talk business. What should we know?
I am thrilled that UltraStar Cinemas has recently taken over the operations of the iconic Village Theater on Coronado Island. After operating movie theaters throughout the San Diego market for the past 25 years, expanding our footprint across the bridge into Coronado has been one of the highlights of my career.
The Village Theater is truly a gem. Originally opened in 1947, it captures the timeless charm of classic Hollywood, and it is an honor to bring the UltraStar brand and our operational expertise to such a beloved community landmark. Our goal is to preserve the theater’s unique character while enhancing the guest experience for both residents and visitors.
As part of the UltraStar family, the Coronado Village Theater now offers a weekly discount day and our popular Annual Popcorn Pass, which allows guests to enjoy one complimentary popcorn every day for the entire calendar year after a one-time purchase. We’re also expanding our programming to include specialty films and classic titles, creating even more opportunities for the community to experience the magic of the movies on the big screen.
Do you have any advice for those just starting out?
It’s important to love what you do, and to surround yourself with others who feel the same. “If you do what you love, you’ll never work a day in your life” doesn’t mean the work is effortless, but it does mean you’ll find greater purpose and fulfillment in the challenges that come with it.
I seek out those in my industry who are genuinely enthusiastic about their work and try to engage with them whenever I have the opportunity. The movie theater industry isn’t as big as many people think, and I’ve crossed paths with many of the same individuals throughout my career. Relationships are incredibly important. If you are authentic, open, and generous with your time, people remember that.
This industry is built on relationships. I’ve found that approaching every interaction with a positive attitude and treating others with respect creates lasting connections. You never know where those relationships may lead. The person you meet today could become a mentor, a business partner, a future employer, or someone who simply offers valuable advice when you need it most. Never underestimate the power of goodwill. The kindness and respect you give to others often come back to you in ways you never expected.
Contact Info:
- Website: https://coronadotheater.com
- Facebook: https://www.facebook.com/CoronadoVillageTheater
- LinkedIn: https://www.linkedin.com/in/julie-bravo-0854bb7/
