The L.A. SModcastle closed its doors in 2011.
Then, 10 years later, Smith opened a New Jersey-based SModcastle right by the Quick Stop convenience store that he immortalized in Clerks. But that room also struggled when the director wasn’t in the house and soon shut its doors. “I realized it would be good to have some other reason for people to go there,” Smith notes.
He’s currently testing that theory with his third swing at a live event space. In 2022, Smith purchased his childhood movie theater in Atlantic Highlands, N.J., and reopened it as SModcastle Cinemas. The director makes regular trips back east to host events at the five-screen theater, but when he’s occupied elsewhere, those screens play the latest Hollywood releases. Not for nothing, but SModcastle Cinemas is also the central location of The 4:30 Movie, allowing Smith to essentially advertise his movie theater to audiences.
It’s a smart business movie, but also a necessary one. Smith is open about the difficult economics facing the exhibition business and acknowledges the struggles of keeping the lights on at SModcastle Cinemas. (The theater received nonprofit status earlier this year.)
“I have to do some kind of event every month that pulls in $20,000 to $30,000 to take care of the bills,” he says. “It hasn’t been as easy as we thought it would be.”
And then there’s the physical and psychological toll that comes with being the public face of a DTC business. Last year, Smith went public about seeking professional treatment after a mental breakdown.
“I thought I was so smart—I turned myself into my job,” he confesses. “But if you are yourself for a living, you’re also never off. After my breakdown, I had to make some changes. I’m still the brand, but I’m more understanding about who is at the wheel in any given moment.”
Business Kev rebooted
When it’s Business Kev’s turn at the wheel now, he’s focused on finding fresh pivot points for the Kevin Smith brand that still put the fans first. In February, the lifelong landlubber partnered with events company Sixthman to launch Cruise Askew on the high seas, featuring screenings, panels, and meet-and-greets. Bookings were plentiful enough that Smith not only got over his Jaws-inspired hatred of the ocean, but also announced a return voyage set for 2026.