The Seaside Cinema is undergoing an extensive face lift, complete with structural upgrades, several interior remodeling projects and the addition of new and improved amenities.

It was not a very nice venue, said John Schweiger, executive chairman and CEO of Ashland-based Coming Attractions Theatres. Were trying to erase all that and do it our way.

The multi-million-dollar restoration on the facility, which was acquired by Coming Attractions Theatres in March 2006, began in the spring. When work is done on the cinema, at North Roosevelt Drive and 12th Avenue, it will be like a new theater, Schweiger said.

After completion, the theater will have separate entry and exit ways, a party room and game room, upgraded theaters and a remodeled interior. General contractor for the project is the Ausland Group, of Grants Pass.

The restoration already has led to structural changes and the installation of improved heating and air conditioning systems. New windows and doors have been added to bring more light to the entry.

A new roof is being constructed on the facility, and the exterior wall has been cleaned and sealed and will have a contemporary, beachy look with shingles, stone and fiber cement siding. Schweiger described it as a new skin.

Eventually, decorative stars and stripes will be added to reflect the Coming Attractions Theatres theme.

The company is making space out of wasted space to add storage areas and a party room with a capacity of 25 people, Schweiger said.

Moms and dads are always looking to do something special for their kids so a party room is No. 1, he said.

The facility also will feature a new game room with arcade video games, some with a nostalgic feel, others more modern releases.

Thirdly, and probably most importantly, we will have an expanded snack bar menu, Schweiger said.

In addition to traditional candy, drinks and popcorn, the snack bar will offer an array of cooked-to-order food items, such as pizza, nachos, hotdogs, corndog nuggets and more.

These are things our customers have been requesting, Schweiger said.

By the end of the month, the buildings exterior will have undergone most of its structural and aesthetic transformation, and the interior will have a fresh coat of paint, new carpet and flooring, new lighting and redesigned restrooms.

The parking lot then will be resealed and restriped in August, along with other landscaping work.

The upstairs area of the cinema also is getting a makeover. The managers office will be moved upstairs beside a break room for employees. The area also will be repainted and recarpeted.

Once the front part of the Seaside Cinema is completed, the six theaters will undergo renovation with new drapes, correcting screens and other comfort and cosmetic changes; they should be completed by late fall.

Since acquiring the Seaside Cinema from Seaside resident, the late Warren Kan, Coming Attractions Theatres has been trying to determine what to do with the facility and property, Schweiger said.

We werent sure the people of Seaside wanted a theater, he said.

When the company purchased the cinema, it remodeled the interior immediately to bring it up to code and improve the lobbys entrance and exit. But company officials then had to turn their attention to other projects at their theaters in larger markets. The company also owns a cinema in Astoria.

At one point, the company considered tearing down the Seaside Cinema. In 2012, the site was put on the market, but nothing came of it.

Faced with the decision about putting our money into it and make it something we can be proud of, Schweiger said, Coming Attractions invested nearly $500,000 to acquire new digital equipment. After making such a large investment, company officials chose to commit fully to keep the cinema operating.

The theater itself, in showing movies, is absolutely state of the art, Schweiger said. We cant improve on that, but we can certainly improve on the amenities, and thats what were doing.

The company hopes the remodel will not only continue the trust of a lot of loyal patrons, but get a lot of new patrons to come and visit, as well, he said.

While only time will tell if the investment was worth it, customers already have expressed amazement over changes made so far, Schweiger said.

Its what I call the wow effect, he added.

The end date for the remodel depends on unexpected situations and small roadblocks.

One of the things we will do is plan on a grand reopening; we just dont know when that will be, said Schweiger, who estimated completion could be some time before Thanksgiving.

The theater will continue to operate without interruption for the duration of the remodel. For show times and to buy tickets, call 503-738-0671.