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 12 comments)

strange137
strange137 on December 15, 2006 at 6:56 am

According to its owner, Eddie Maloof, the Serf Theater was built in 1937 from an empty lot. It was built by Eddie’s father and its name is actually an acronym for his four children: Sarah, Eddie, Richard, and Frida (S.E.R.F.). The theater has not run film for the public since the spring of 2005. The marquee lists a showing of “In Her Shoes” but it didn’t run.

The projection booth was converted from a changeover setup to a plattered projector about 20 years ago (though it’s hard to know for sure exactly when). One projector was dismantled to make room for the SPECO platters and both carbon-arc lamphouses were removed. The remaining Simplex XL projector head now runs with an Imperial Xenon lamphouse.

The seat counts near 800 are probably too high, but I would guess there are just under 700 seats. I have photos of the seats if you’d like to count them for yourselves.

The Serf remains closed until further notice.

DonLewis
DonLewis on December 5, 2007 at 6:56 am

“NO COUNTRY FOR OLD MEN” was set in West Texas but filmed in New Mexico.

I noticed the SERF THEATER in a couple of scenes.

DonLewis
DonLewis on May 3, 2008 at 9:51 pm

A 1988 view of the Serf Theater in Las Vegas.

kpdennis
kpdennis on April 25, 2009 at 10:12 am

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 9:32 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 4, 2009 at 10:05 pm

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 8:18 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 6:06 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 11:49 am

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…

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