Serf Theater

707 Douglas Avenue,
Las Vegas, NM 87701

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Serf Theater, Las Vegas NM  1995

Viewing: Photo | Street View

Built in 1937, the Serf Theater appears to have cclosed in the early-2000’s. A movie search for the Serf Theater returns “Closed until further notice”.

Contributed by Lost Memory

Recent comments (view all 14 comments)

DonLewis
DonLewis on May 3, 2008 at 11:51 pm

A 1988 view of the Serf Theater in Las Vegas.

Warren G. Harris
Warren G. Harris on May 4, 2008 at 9:24 am

What a strange name for a theatre. I wonder if the owner/builder stopped to consider that the initials spelled a word that means a slave or indentured servant.

kpdennis
kpdennis on April 25, 2009 at 12:12 pm

The Serf (I always wondered how it got that name)as it appeared in 1995:
View link

Joe Vogel
Joe Vogel on May 4, 2009 at 11:32 pm

The October 9, 1937, issue of Boxoffice Magazine said that the Graham Brothers Theatre Supply Company of Denver had shipped various items to the new Serf Theatre in Las Vegas, New Mexico. These included 500 seats, 340 yards of carpeting, two blowers and motors, two curtains with tracks and controls, a sound screen, and complete booth equipment.

The Maloof Bros. were apparently the owners of the building, but the house was operated by Fox Intermountain Theatres when it opened, according to the October 23, 1937, issue of Boxoffice.

In its April 15, 1950, issue, Boxoffice said that the Maloof Bros. had closed the Serf Theatre for repairs when it was discoverd that the back wall was sagging. Fox Intermountain must have taken this opportunity to expand the theater, as the November 4, 1950, issue of Boxoffice said that the company had reopened the Serf with 726 seats.

The remodeled lobby featured a wagon wheel chandelier with six brass lanterns, and the walls were decorated with murals depicting the Santa Fe Trail. The auditorium was painted in shades of aqua and turquoise, and the screen had a turquoise velvet curtain.

Joe Vogel
Joe Vogel on May 5, 2009 at 12:05 am

Checking the 1937 Boxoffice article again, I think it says that 800 chairs were shipped to the Serf Theatre. The scan is very blurry, but the Google cache in plain text says 800. The 1950 reseating thus probably reduced the total capacity to 726, rather than increasing it.

kencmcintyre
kencmcintyre on May 9, 2009 at 10:18 pm

Here is a May 1953 ad from the Las Vegas Daily Optic:
http://tinyurl.com/qe4x6e

Silicon Sam
Silicon Sam on June 7, 2009 at 8:06 pm

At least 72 films were filmed in Las Vegas, NM to date. I just spotted the theater in Red Dawn.

S_Maloof
S_Maloof on February 17, 2012 at 1:49 pm

The Theatre name was the intials of my Great Uncles children – Sara, Eddie, Richard, and Fannie. There was also a SERF hotel nearby that was torn down in the 80’s…

Tinseltoes
Tinseltoes on August 27, 2012 at 12:39 pm

Auditorium pictured in this 1938 trade ad: Boxoffice

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