Who is Bernie Price from I Am the Messenger and what is their importance?

Bernie Price is the owner of the old cinema on Bell Street. After Bernie falls asleep during the movie he is showing for Ed and forgets the reel change, he insists that Ed come back with his girl and watch a free movie. It is in Bernie's theater that Ed receives the Ace of Hearts. Bernie also helps Ed to decode the clues in the movie titles listed on this card.