DIGEST ACROSS THE RIVER
Jersey City, New Jersey
The Garden State o;ers an even roomier option down the road. At Parlay Studios in Jersey
City, the largest studio measures a jaw-dropping
38,000 square feet of column-free white space.
Naturally, it’s a ground-floor drive-in studio with
22-foot ceilings. Additional studios bring Parlay’s
total space up to 50,000 square feet.
All that space has made Parlay popular for TV
and film productions, and today, motion shoots
make up about three-quarters of their business.
Parlay’s well-stocked lighting and grip departments provide equipment for both still and motion shoots, catering to clients who range from
commercial photography to reality TV.
“We have a slightly di;erent model to the
way that we run the studio, and it really serves
us well,” says Adam Himber, executive producer
and CCO. “We’re as involved with the client and
their project as they want us to be.” The studio
scales its production services in both photo and
motion to suit the needs of clients by turning to
a roster of professionals who supplement their
While some clients simply rent space, others
rely on the studio for production services like set
design and construction, hiring crew and casting.
Catering is o;ered by nearby Crave, a member
of the Mana Contemporary art complex in which
Parlay is located. Mana covers more than a million square feet and includes a wide range of art-related facilities, putting Parlay in the midst of a
vibrant cultural scene.
Although Himber says production companies
jump at the chance to book Parlay when they
hear about what it o;ers, he still gets the occa-
sional question about why on earth the studio
is in New Jersey. “We’re not trying to be smart
when we say, ‘Because it’s better than New York,’
but we do kind of feel that way,” he concedes.
“We feel like we’re working at an advantage
because we can o;er more bang for your buck,
more space, no columns, an emerging cultural
scene...and it’s just not as densely populated
as Manhattan is getting and as Brooklyn is right
now, so it’s a little more relaxed.” Actually, that
sounds pretty smart. +
CLOCK WISE FROM TOP: BEHIND THE SCENES
AT PARLAY S TUDIOS' VAS T PRODUC TION SPACE;
PARLAY'S COLUMN;FREE GLASS GALLERY; PARLAY'S