The food is designed to be eaten in the dark, as quietly as possible: No knives or forks necessary. iPic is also among the only movie theaters in the area with a liquor license.
FORT LEE -- Hamid Hashemi says he got into the movie theater business "completely by accident."
He was in the real estate business in 1984, when he had the chance to buy a movie theater from a developer.
Hashemi figured it would be easy to run. Press play, sell popcorn, make money.
But a higher-end operator moved in down the street, with the latest screens and audio systems. Hashemi's theater was beaten, but he learned a lesson.
"What makes you drive past one theater and go to the other is the experience," he said.
He has applied the lesson to his current venture as CEO of iPic Entertainment. The company is opening its latest luxury move theater Friday at the Hudson Lights development.
The Fort Lee theater is the first iPic theater in New Jersey, and one of four opening in the New York area.
At iPic, "ninja servers" clad in black provide table service to moviegoers in plush, reclining seats. Premium seats, comprising about two-thirds of the theater's 580 seats, come with a blanket and pillow. All the food is designed by celebrity chefs.
Despite the perks, Hashemi argues that iPic is a value compared with surrounding theaters. At iPic, there's no charge for popcorn and no extra cost for 3D. The theater food is affordable, Hashemi said, with entrees ranging up to $18.
The food is designed to be eaten in the dark, as quietly as possible: No knives or forks necessary. It's all finger food, from sliders, to sushi, to lettuce wraps. iPic is also among the only movie theaters in the area with a liquor license.
Alongside the theater, iPic is opening a standalone restaurant, City Perch, serving higher-end food. Hameshi said most people have dinner before or after they see movies, so it made sense for the company to bring them under one roof.
At eight auditoriums and 580 seats, the theater is smaller than rivals like AMC, but Hashemi said the company still draws good audiences.
"We do a lot of volume, believe it or not," he said.
Unlike traditional competitors, who draw the great majority of their business on weekends, Hashemi said iPic is a seven-day business, relying on weekends for just over half of their business. iPic banks on repeat customers, offering membership programs that reward repeat ticket buyers.
The theater opens to the public Friday, with a gala planned for Aug. 10.
Myles Ma may be reached at mma@njadvancemedia.com. Follow him on Twitter @MylesMaNJ. Find NJ.com on Facebook.