Norside Theater

The Norside Theatre opened on July 15, 1937 with a double feture, cartoon and shor. Closed January 5, 1955. There were some unique features for the Norside when it opened. It was the first theatre in Alton to install on opening the "Mirrophonic Sound Reproducing System", the seats were leather, the architure had a triditional cornice and arched windows above the marquee resembling a bank building rather than a movie theatre.
In the Fifties television wasn't the only threat to the theatres, in Alton the union insisted that the booths be manned by two men at all times. The owners of the Norside, Uptown and State asked the union to recind on their demands to no avail and operated at a loss. The three theatres tried there best but consistantly were turned down by the unions. The three theatres then closed their doors and posted signs closed until further notice. The theatre owners told the union it would be better that three projectionist working were better than six not working at all. By june the theatres were all open operating with a single man booth.

Here is a November 1949 ad from the Alton Evening Telegraph:
http://tinyurl.com/bqshox

Here is a June 1950 ad from the same source:
http://tinyurl.com/n2jaln