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The Journals are the premier publications for high-quality, hyperlocal news and advertising in Monmouth County, New Jersey

Jul 11, 2019

Bye Bye, Bow Tie 

By Shanna O’Mara

bow tie cinemas aberdeen matawan

“It’s going to be a lot of fun. I really believe in it, and I get goosebumps when I think about standing in front of my family and friends, opening the place for the first time,” said Scott Novick, Colts Neck resident and founder of Alternate Ending Beer Co.

Alternate Ending Beer Co., a brewery pub, will open in the location of the former Bow Tie Cinemas on Route 34 in Aberdeen.

alternate ending beer matawan

Alexis Castellano, head of marketing and Novick’s sister, said she and her brother grew up in Morganville and “frequented the movie theatre as kids,” even recently bringing their own children there as well.

“We understand how nostalgic this theater is to the residents of Aberdeen, Matawan and surrounding towns,” Castellano said. “In fact, when we first posted on Facebook about taking over the space, we were met with a lot of support and enthusiasm, but also some resistance.”

Novick added, “Bow Tie Cinemas has been a fixture of the community for years. There are not many movie theaters that fit that model anymore, and it’s an aspect people will miss.”

But he’s not here to rid the area of Bow Tie’s legacy.

Alternate Ending Beer Co., set to open in spring 2020, will have several beers on tap, serve food and other beverages to customers, and show films on a large screen perhaps positioned in front of some familiar furniture.

“We will have couches set up for people to watch the movies, and we’re also trying to keep some of the chairs [from Bow Tie Cinemas],” Novick said. “We won’t be able to show films still in theaters, but everything from ‘Dr. Strangelove’ to ‘The Goonies’ we’ll have.”

And they’ll even cater to kids.

“I have a daughter who’s 5 and a son who’s 3, so I’ve seen ‘Moana’ like 300 times,” Novick laughed. “We will purchase the rights to movies, that way we’re not hurting the film industry, and maybe have brunch for families.”

Novick, who worked for VH1 for 12 years then began training as a brewer, has the experience to combine both of his passions and operate a family-friendly, casual-chic business.

“I feel like the luckiest person in the world,” Novick said. “I began home brewing about six years ago as many do: with a kit. I got a job washing kegs at Other Half Brewing Company in Brooklyn. Three weeks later, their head brewer was let go, and I was asked to be part of the brewing staff. I used to wait in line at 3 am for their beer, and now I was helping make it.”

While still employed in the city, Novick and his wife “got a babysitter on a whim” and headed to one of their favorite restaurants, Heirloom Kitchen. He spoke with the owner, a longtime friend, who mentioned her father was looking to fill the Bow Tie Cinemas location after the current tenant did not renew the lease. Having passed that very establishment on the way to dinner, Novick already knew it was a great spot to open a brewery. He gave his notice to Other Half Brewing Company and began talks to take over the former theater.

“I knew I was finally going to fulfill my dream,” he said.

Since then, Novick said, “The township of Aberdeen has been unbelievable. They’ve helped every step of the way and have been really supportive of my dream.”

“If the community is anything like the administration, I can’t wait to meet them,” he said. “Everyone has been so helpful, kind and excited for this. I can’t wait to bring my passion, my work and my product to Aberdeen and to Monmouth County.”

To check out the brewery’s progress and stay up-to-date ahead of the official opening, visit AlternateEndingBeerCo.com or follow the brewery on Instagram @aebeerco.