Serf Theater
707 Douglas Avenue,
Las Vegas,
NM
87701
707 Douglas Avenue,
Las Vegas,
NM
87701
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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”.
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Lost Memory
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1981 photo of the Serf Theatre.
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The Serf (I always wondered how it got that name)as it appeared in 1995:
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Here are some photos:
1950
1982
1983
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.
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.
Here is a May 1953 ad from the Las Vegas Daily Optic:
http://tinyurl.com/qe4x6e
At least 72 films were filmed in Las Vegas, NM to date. I just spotted the theater in Red Dawn.
Here is another photo:
http://tinyurl.com/y93v2gl
Couple 2009 photos of the Serf Theatre.
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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…