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I believe that this location was open into the late 60’s. My family moved to Atlanta in 1967 and I recall seeing ads for this place in the paper. Two things made them notable. One was that they were not part of the drive in ladder ad that Georgia Theatre and Storey used, but were individual ads for this site and another which I think was either the Hwy 54 or Hwy 85 Drive in. The other was that they were “Adults Only.” Atlanta had a lot of adult theatres in those days but most were downtown and all except these were indoor.
I ran across a couple of Ziegfeld tidbits yesterday while going through some old files.
From Boxoffice Magizine, May 1978, an article on CE3K expanding from its exclusive Ziegfeld run in Manhattan to the Loew’s State 1 (70MM), Bay Cinema (70MM), and RKO 86th Street (35MM) on 4/26/78.. (A comment on this site on the latter theatre says that it closed in 1968, so I don’t know. This is the way the article listed it.) Michael Coate’s post of 4/16/08 shows 4/26/78 to be the date CE3K ended its 23 week run at the Ziegfeld to be replaced by The Last Waltz.
As background the article stated that CE3K opened at the Ziegfeld for a NY / NJ exclusive run on 11/16/77 before expanding to 11 other locations four weeks later. However it stayed exclusive in Manhattan for all 23 weeks. According to Boxoffice, the Zeigfeld grossed a record setting two million dollars during its run.
At the opposite end of the record setting department is a note from Variety from December 1971 when they still listed the Manhattan theatres and their grosses, usually with a cute line to describe the take.. According to Michael the theatre had been closed for 14 weeks leading up to its big Christmas movie of 1971, Star Spangled Girl. It opened on 12/22/71 and here is the way Variety described the gross: “Only $928 for this huge house.” That means that this 1300 seat theatre with its listed $16,500 nut brought in about 250 customers all week. Got to be the record. Should have stayed closed.
Thanks to Michael I see that it ran for 5 weeks before the theatre went dark again for the three weeks prior to the opening of Cabaret.
Great overhead view. As for that small building in front of the theatre, the right end is obviously a Long John Silvers Seafood. The left side was Mongolian BBQ, goat that is, if you were interested.
Mike, if you look at the other picture links on this page you will see that except for the signs it is an exact copy of the Columbia. I am sure the sign difference is a result of the different zoning codes.
Based on these two locations, the Phipps, and the Ultravision Theatre on this site I would say that ABC designed and built the best looking locations of any opened in the 1967 to 1977 era.
Gee Terry, check your math and you will see that it is not even that. The building was demolished in 2005 so it only lasted 13 years. Even worse, the place closed about 2000, 2002 at the latest. That means this brand new 10 screen theatre operated only about 10 years at the most. I never saw much of a crowd at this place and could not understand why this location did not do better. It was in something of a no mans land development wise, but it was only minutes away from Brentwood and the I-65 interchange. If it could play the same movies as Cool Springs and 100 Oaks you would think that people would prefer this nice quiet intersection to getting caught up in the mall traffic.
In the end it was probably what killed off most marginal locations: Minimal upkeep, indifferent presentation, and lack of adequate or good quality staff.
This link is for a theatre is Deleware. The third comment dated 5/24/09 has an interesting story about running the endless loop platter. This is the only story I have ever heard about that thing being used to run a regular show. I am not surprised at how it worked out.
Wow! Raymond Stewart returns!!! Good to see your comments after such a long absence. If you have not been keeping up then you should check out the Miracle and Belvedere pages.
As for this theatre, it is kind of in a gray area as to if it already has a page on this site. The original North DeKalb does:
There are many interesting comments there. That theatre was built as a single, twinned in 1975, and torn down with a good part of the mall in the late 80’s. What was not torn down was gutted and an entirely new mall built and opened under the name of Market Square. The Cineplex 4 was known as Market Square and was in a different spot from the original Storey theatre.
I do not know the rest of the story. The 4 might have been expanded to 8 or just split. As to the AMC 16 I do not know if it includes any of the 4 or 8 or maybe it is an entirely new construction.
To answer Bob’s question, yes they were all built in the mall, but nothing sits on the site of the original theatre which was really just attached to the mall and had its own outside entrance.
Anyone interested in theatres in what is now North DeKalb Mall should look at the other page I linked to above.
This theatre is already listed on this site as South DeKalb Mall Quad.
It is a matter of how you define such things, but I would consider it all one theatre. It started out as a twin, converted to a quad and later closed and gutted. Years later an addition was built on the back side of the mall ajoining the old theatre. The original theatre space was included in the addition and the entire complex now has 12 screens.
Also, since expanding and reopening, it has had at least three owners and some down time in between.
For what my opinion is worth, this page should be deleted and a comment made on the Quad page describing how after sitting empty for over a decade it was expanded and reopened. Hopefully, someone with more knowledge of this part of the theatres history than I have will give us the whole story.
Alonzo, great job on all of your pictures included in the theatre pool on Flicker. I had a great time looking through them and they brought back a lot of memories.
This is a duplicate listing.
Toco Hills already has a page on this site.
It is listed as Lefont Toco Hills which was the last name it operated under before closing.
This page should be deleted.
This is a picture of the old South DeKalb Twin building sticking out the back of the mall with the new addition to the right that turned it into a 12.
Thanks for that additional information Tim. I am really surprised that GTC added on a tiny theatre for #4 instead of just tearing off a chunk of the remaining large house. In 1978 they quaded the South DeKalb Twin and turned two beautiful 540 seat showcases into four 338 seat shoeboxes. They would not even consider leaving one side intact but since they even carved up their Lenox Square flagship there was nothing sacred to them in that respect. Riverside could count itself lucky that at least one house was still something to be proud of.
In the early Weis days the newspaper ads indicated which movie was playing in which theatre. #1 was named “The Popular Showplace” and #2 was labeled “The Intimate Theatre.” I could never notice any effort was made to play a particular type of movie in one side or the other. I also do not remember any difference in the two. I know one side was twinned when you started, but do you think that they were identical when built?
After 1974, Weis renamed this the “Weis Cinema Centre” and quit making any note as to which movie played in which side or even how many theatres were at the Centre. I like the “re” instead of “er” spelling. I am sure that made it a much nicer moviegoing experience. They did the same thing in multiscreen theatres in other cities except Atlanta where there was a single screen “Weis Cinema” already in business. There they took the Arrowhead Triple and named it the “Arrowhead Cinema Centre.” They did not do the same with the Cinema 75 Triple. I guess a name of “Cinema 75 Cinema Centre” was too much.
When you came to work there, did you come as a projectionist or did you move into that job? I ask because the very nice, orderly appearance of the booth suggests that there might have been some long time operator there who had taken care of the place for years. I can not begin to count the dumps I have walked into over the years and spent countless hours trying to organize the mess left by a succession of previous “projectionists.”
I did not realize that the old Macon Mall Quad had been dozed and a new theatre built. I thought that booth looked a lot bigger than I remembered.
Thanks again for the pictures and video. I have been passing them around to some of my former booth mates from years past.
Link to a picture of the newspaper ad for the Peachtree Drive In and a write up on its feature for the night. August, 1964.
Link to the Drive In ladder ad in the Atlanta paper on August 5, 1964. The blogger has also written up some of his memories of working at these places. Worth a look if you are interested in the drive in culture from 1970 – 1990.
Link to the page for this theatre on the Drive-Ins.com website. At the bottom are two pictures, one of the train and one of the box office clock with admission rates.
I was told that this theatre had a hard time once Daylight Savings Time was adopted since there was a curfew on its operating hours to keep the nearby neighborhoods happy.
I think that the site is now occupied by a Honda dealer.
Tim, thanks for that website. It brought back a lot of memories. I just assumed that Georgia Theatre Company split both houses at the same time, but your descriptions and pictures indicate that only one was split and the fourth was an add on. One of your pictures shows an intact auditorium complete with the panels I mentioned on the side wall where the slide projector was aimed. The conversion from twin to quad has Georgia Theatre written all over it. The split auditorium shows no sign of the seating area being relocated, and that little theatre, well, it beats anything I have ever seen. The smallest theatre I ever worked in was the Baronet, in Atlanta. It had four seats on each side and 15 rows. Until your picture I have never seen a theatre with rows of only three seats. I would have put the aisle off center and had the seating 2 and 4.
Another giveaway to the GTC influence was the Potts platters in the booth. I was never in the Riverside booth, but have run countless others and the only time I have ever had to run these pieces of crap was at GTC locations. They looked like a Strong, but I guess they were cheaper, and their on / off motors as opposed to constant feed were always a threat to sling the print off onto the floor, or cause a brain wrap. With all of those reels hanging on the wall and the spindles still in place, it looks as if the projectors were reel to reel during the twin days, and then divided as the houses were increased. Those V 8’s were great machines, and still are. In fact I am working a booth with one as I write this. Unfortunately the others are belt driven V 5’s.
From the pictures and video it certainly seems that the projectionist ran a neat and orderly booth. I was in the Macon Mall Quad several times but was not aware that it had been divided into 8. It was built by Georgia Theatre in the mid 70’s and was included in the sell out to United Artists Theatres in the late 80’s before UA was bought by Regal. Aaron Manheim was the long time manager there. Does that name ring a bell?
Thanks again for the great website. Wish I had taken the time to make pictures like yours. I just assumed the theatres would always be there.
Thanks for another trip down memory lane Michael. I am glad you did not try to list the theatres involved. With 1500 locations that would have been a time consuming task. With so many multiplex screens and the end of exclusive runs and year long engagements that sort of thing had lost its charm by 1985.
Back To The Future was notable to me because it was one of those movies that kind of slipped in under my radar. I am not a TV watcher and had never heard of Michael J. Fox, or any other of the actors except Lea Thompson, and the anticipated sci fi movie of that summer, Cocoon, had opened a couple of weeks earlier. However, when the staff unlocked the doors on opening day, it was obvious that I was about the only one who was not ready for it. For the first couple of weeks we had sellouts even during the week despite the wide break release it had in Atlanta. I was working at Greens Corner at the time and we continued to have weekend sellouts until Labor Day. I also did some relief work at the GCC Southlake 3 and it was a big hit there as well.
As for the Mike Rogers comment above I would say two things:
First, it reminds me of a humorous episode regarding the film critic of the Atlanta paper whose last name was Ringel. (I forget the first name.) My one contact with her leads me to believe that she is a pleasant enough person, however, it was a standing joke among those of us who worked in theatres that if you wanted a good review from her then your movie better have subtitles. Back To The Future had received the expected lambasting on opening day although it was obvious that it made no difference at the box office even in those days when newspapers were relevant. Later on, outraged that it was still doing big business weeks after opening, she wrote another article lamenting that this piece of lightweight fluff was a hit while more worthy fare (in her opinion) was being ignored. In less than subtle language she questioned at least the taste if not the intelligence of the movie goers of Atlanta. As you might expect, this brought a flood of letters to the editor raising the same questions about her. In the end she wrote yet another article explaining her reasoning and suggesting that the Back To The Future fans could still find her reviews useful by going to see any movie that she hated.
Secondly, I hate to tell Mike this, but it is doubtful that he will ever see another movie as good as 2001. I saw 2001 when it first came out in 70MM at the Martin Cinerama. I liked it, and still do, better than the majority of the many movies I have seen since. However, if I judged every movie I saw by how it compared to my all time favorite, which is The Best Years Of Our Lives, then I would find very few even bearable. If I had to write a one sentence evaluation (obviously not my style) of Back To The Future, it would go something like this:
“A pleasant, well made film with good production values that entertained the movie going public to the point that many of them came back for more.”
If more movies could live up to that description then they would have to build more theatres to hold all of the people, and all of us who enjoy this business would have jobs for as long as we cared to work.
As to the 70MM version, I do not believe that it had a 70MM release in Atlanta, but the next summer, the Fox Theatre ran both Cocoon and Back To The Future in 70.
I think that you are confusing two drive ins because of the similar names. This page refers to the Highway 85 Drive In which was located on State Highway 85 just south of the city of Fayetteville which itself is south of the Atlanta city limits.
The other one is the North 85 Twin Drive In which was located in Interstate 85. It was not really near Gwinnett County. In fact it was just north of the Atlanta city limits at the Shallowford Road exit, several miles inside I-285. Further up I-85 at the intersection with I-285 there was the Northeast Expressway Drive In. It was located about four miles from the Gwinnett County line.
I do not know when this Highway 85 location closed, but it was probably in the 70’s. I think it was one of two “Adult Only” drive ins advertised in the paper. Or, it might have been the Highway 54 Drive In which was also known as the Forest Park Drive In. I know that the other one was the Lithonia Drive In, which was sometimes known as the Highway 12 Drive In because of its location on State Highway 12, or Covington Highway.
As far at the time when Atlanta had only two drive ins, that would be from about 1985 until 2002. From the mid 60’s to the mid 70’s there were over 20 drive ins with ads in the paper. Then, they started closing fast as land values went up and the profits from a single screen theatre, even a drive in went down. In 1983 the Bankhead and the Northeast Expressway closed up leaving only the North 85, the Twin Starlight, and the South Expressway Twin in operation. A couple of years later the Starlight had been converted to six screens and the South Expressway closed. The North 85 closed in about 2002 leaving only the Starlight Six.
Emory Cinema flyer
Mike: Do you have any information on the Riverside Drive In? It had a great location and setting and in the 70’s was operated by Georgia Theatre Company.
Also, how about the Weis Drive In in Warner Robbins. It was operated by Weis until the mid 70’s when it was sold to Georgia Theatre. Only air conditioned drive in I ever saw.
Starting in the mid 60’s and continuing into the 70’s the Crestwood area was the place to go for the big first run movies, thanks to Cobb Theatres being willing to put up the money to book those films into the Eastwood combined with the demise of the downtown theatres. With the Eastwood a big draw Cobb opened the Village East Twin in the new Village East Shopping Center built directly across Oporto Madrid Road and later ruined the Eastwood by twinning it. Eastwood Mall did not age gracefully, and the fortunes of this area started to go downhill when newer malls opened, especially the Galleria in Hoover. Even the Starlite Drive In, located on Montevallo Road across from Eastwood closed up.
From reading the comments on the news story linked to above, it seems that the neighborhood has declined as well, at least the commercial part. Crime and gang activity seem to be a problem and were at least of part of the reason Regal bailed out of this location after such a short time. Too bad. I attended the Eastwood many times during the 60’s and my family enjoyed numerous birthday dinners at the Gulas' Restaurant just west of Eastwood. The Eastwood was lost when the mall was closed down and rebuilt prior to being torn down again. The Village East lasted barely 10 years, and last time I passed by, Hooters had taken over the Gulas location. So much for revisiting the past.
Also, I was not aware that Century Plaza had closed. It was developments like it and Eastwood that ran Lovemans, Blachs, and Yeildings out of the downtown business, so I guess it was now its turn as well.
OK, let me see if I can make a slight correction without confusing things further. This page is for the GCC Gwinnett Place 6. It was built and operated by GCC for its entire life from 1984-2000.
It is easy to confuse it with the theatre across the parking lot which on this site is known as Movies At Gwinnett. That theatre was built as a retail store, purchased by Georgia Theatre Company, converted into a 12 by United Artists after they bought GTC and was later closed by UA. The new GTC reopened it and still later closed it again. Here is its link:
If you will look at the second comment on this page you will see that I have confused the listings for these two myself. Concerning the pictures posted by Chuck on May 8, the first two are outside shots of the Movies at Gwinnett, not the Gwinnett Place 6. The third picture is a shot of the marquee for the Movies At Gwinnett. However, the last two are pictures of the lobby and concession stand for the theatre featured on this page, the GCC Gwinnett Place 6. Clear as mud, right?
If you go to the first comment on this page it is a picture of the front of the GCC Gwinnett Place 6. Chuck, if you can you should transfer the first three picture links above to the Movies At Gwinnett page. Mike, did you notice the bulk candy cart at the far right of one of the pictures? I saw that candy sold at the Parkside when EFW reopened it one year after GCC closed down. Free roach droppings: No extra charge.
Nice KC ad. I too miss the days when the ads, especially Friday and Sunday were something to look forward to. Now it is like reading the phone book. I could not be sure, but the block in the lower right corner looked like an admission schedule. With that and the way the times were posted they were almost treating it like a roadshow.
That was also a nice ad from the Imperial. Nice to see that someone put a “local” touch to attract attention. In Atlanta, Phipps would sometimes have a photograph of the crowds lined up in the mall outside the entrance to the theatre. They had one for Jaws in about the 7th week.
Another great job Michael. You must really love research, or the theatre business, or both. Hard to believe that the biggest movie of the summer waited until this late to open. These days, unless the title has the name Potter or Bourne it would have been out by Memorial Day and no one except the accountants and stockholders would be paying attention to it by July 4th. Those were great days when the two or three big summer movies would be anxiously awaited. Now it is one or more a week from May 1st until mid June.
When Jaws opened, the Atlanta market was entering the final years of featuring exclusive runs in big downtown or close in suburban theatres. It was always a topic of conversation among those of us who worked in these places as to which theatre would get which movie for Christmas or summer. It was more than just idle curiosity since most of these were single or twin locations, and whatever picture we got would usually run for the entire season even if it were a bomb. In those days, almost all Universal releases played at the Georgia Cinerama, operated by Martin Theatres, so most of us expected Jaws to open there. After The Front Page however, the next Universal release, The Great Waldo Pepper played at the Weis Cinema, the old Peachtree Art Theatre downtown.
In those pre downloading days it was customary for upcoming releases to get a “sneak preview” of the finished product to get word of mouth going. For Jaws the “Major Studio Preview” as it was billed took place on April 26. As Michael pointed out, the preview was combined with the current release for Universal which meant that Jaws played with Waldo at the Weis. This made a lot of people think that Jaws might open at the Weis Capri, one of the top first run theatres in Atlanta due to the willingness of Weis to put up almost any amount of upfront money to get a sure fire hit. As things turned out, Jaws opened at the ABC Phipps Plaza Twin #2. At one time Phipps had been the nicest of all of the 1960’s era theatres with 860 seats, 70MM Optivision projection and a beautiful curved screen and seating. Unfortunately, we would never see this fine looking cinemascope picture on the massive curved screen. Just two months earlier the place had been gutted and twin 500 seat shoebox shaped theatres built in its place.
On opening day I showed up at the first show since my theatre had not opened its summer pictures yet and was still running an evening only schedule. The managers here were good friends of mine and I wanted to see how things went. As it turned out, exactly 499 tickets were sold, so I took the last one and watched the show. I thought it was a fine movie, very entertaining and suspenseful and the experience greatly enhanced by seeing it with a full house. However, I could not help but think of what it might have been like to see it in the original theatre. Jaws also opened in two nearby theatres, Belmont in Cobb County to the west, and Arrowhead in Clayton County to the south, but Phipps had an exclusive run in the Atlanta area for the entire length of its run.
As things turned out, that run lasted over six months. On Christmas Eve of 1975 I was working for a company that cancelled the last show on that night so the employees could go home early. Not having anything else to do, I stopped by Phipps on the way home. Since I had seen the first show I decided to catch the last one. The next day Phipps opened Lucky Lady while Jaws finally went into its intermediate run. Another friend was running the Village Twin at that time and sold out two of his four Christmas Day shows. Even though Jaws had been playing for over half a year there was still plenty of life left in a film that had opened exclusive when it finally made its way to the outlying neighborhood theatres. These days any movie opening in June would have already had its DVD release and made its way to the bargain bin at Wal-Mart by Christmas. In early spring of 1976, Jaws finally went wide, going to all of the neighborhood theatres and drive ins. At the drive in locations it was accompanied by its old preview partner, Waldo Pepper just as Brad and William noted in their posts above. So, it took about a year for Jaws to make a complete market sweep of Atlanta.
Summer of 1975 was a big summer for movies in Atlanta. While Jaws was packing them in at Phipps, Lenox Square Theatre directly across the street was doing even bigger business with Return of the Pink Panther thanks to its bigger auditorium. Panther had opened a week before Jaws. One week after Jaws, Lenox opened Love and Death in its much smaller second auditorium. After only six weeks, Panther had to leave so that Lenox, which had a marketing agreement with Untied Artists, could open Rollerball. With this kind of lineup, Lenox with its 990 seats easily outgrossed the 1550 seat Phipps complex due to the fact that Jaws, in the #2 house, got absolutely no help from its twin which was playing The Fortune, and the Penthouse which had French Connection II, two of the biggest stiffs of that year. (Raysson, French Connection II may have done well in Durham, but after one week it was dead here.) 1976 was about the end of the exclusive run days for the Atlanta market. That summer Phipps had three exclusives with Logan’s Run, Omen, and Midway, and in 1977 was about the only first run theatre with exclusives, this time The Other Side of Midnight and A Bridge Too Far. By the time Jaws 2 opened in 1978, Phipps had to share the booking with half a dozen area theatres. Needless to say, Jaws 2 did not make it to Christmas Eve.
In 1996 I was working the projection booth at the Fox Theatre. One of our features was an all day Speilberg festival of Jaws, Raiders, and Close Encounters. In 2008 I had one more unusual Jaws experience. TCM runs a free summer outdoor movie series which that year was held in the downtown Olympic Park. The print Universal supplied was their archive print which they would not allow to be cut and spliced together. Whenever this would be the case, Cinevision would bring in their Airstream motor home projection booth modified to hold two century projectors, and would hire me to run the show since the regular projectionist had trouble working between the projectors as there was hardly any spare space anywhere. And talk about hot! Trying to work between two 5000 watt lamphouses in a confined motor home in the middle of an Atlanta summer was no picnic. Add the 450 foot throw to the screen, very thin cue marks, and all of the distracting background lights of the Coke museum, well, it was an interesting experience but not one that I would want to do on a regular basis.
Last week The Fox brought back Jaws for a 35th Anniversary showing. The print might have been the same one from my 2008 showing and was still in good shape, but attendance was only fair. Maybe the 15,000 people who saw it in the park felt no need to return two years later.
Page for the US 1 on drive-ins.com
A couple of my pictures are at the bottom.
127 theatres on opening day. Amazing. Today it would be more like 4127, and by July 4 it would be maybe a thousand, all down at the end of the hall in the smallest auditorium. Probably the last roll out release of a film of this standing.
“A fire at EMI Elstree Studios during the production of Stanley Kubrick’s The Shining destroyed a soundstage which contributed to Empire going over schedule.”
In Atlanta, where it played at Phipps Plaza #2, the feature next door in #1 was none other than “The Shinning.” No fire, but a bigger disaster, “Bronco Billy” opened upstairs at the Penthouse.
Ned: As I pointed out earlier, I have learned never to say never about anything when using my memory, but I am as sure as I can be without going back and checking all of the newspapers that Star Wars did not play here in its initial release. It opened at the Tara, Doraville, Franklin Road, and Arrowhead, and at least the first two on that list ran it until the Christmas season. I know it did not play here during the Christmas 1977-78 season, so at the earliest it would have been Spring 1978. I was not a regular employee there at that time but I would hate to think that I would not have remembered such a booking.
Star Wars did play here in the mid 90’s when they had that nationwide release of all three in their remastered and digitally updated form. For the record, I am not a Star Wars fan, but I thought that changing the content was a travesty even though the original director did the changes. In my opinion, the genuine version of Star Wars is the one that came out in 1977.
As for Phipps, it opened Empire on a four week 70MM exclusive in late May of 1980. The #2 house, the right hand one downstairs was the only 70MM equipped house and that is where it played for its run there. There was no 35MM run of Empire at Phipps during that booking.
I also saw Jedi there. The first half of it anyway. It was a hard week at my theatre and I fell asleep half way through about the time the Ewoks showed up. I never bothered to see the rest. As I said, I am not a big fan. Sorry R2.