Comments about Mazda Theatre in Memphis, TN

Joe Vogel on August 2, 2011 at 7:43 pm

There’s a photo on this page, where it’s listed under the name Lyric Theatre, but it’s very similar to the photo above.

Will Dunklin on August 2, 2011 at 6:03 pm

Joe: what a great article! And I stand corrected. The Jefferson Theatre, stood on Madison, not on Jefferson, a block away. It soon became known as the Lyric and later the Mazda. Thanks for the addition. Now if we can just find some more photos…

Joe Vogel on August 2, 2011 at 5:29 pm

Trade publication The Billboard noted in its issue of December 5, 1908, that the Jefferson Theatre in Memphis had opened on the 16th of the previous month. A 1912 book called “Standard History of Memphis, Tennessee: From a Study of the Original Sources,” by John Preston Young and A. R. James, devoted several paragraphs to the Jefferson Theatre ( Google Books scan here.) As it is out of copyright, I’ll quote the entire passage:

“In 1908 a three-story, fire-proof building was erected at 291-3-5 Madison Avenue, by the Madison Avenue Theatre Building Company, for a theatre and leased to the Jefferson Theatre Company November, 1908. This theatre is an ornament to the city with its cream-colored brick and terra-cotta trimmings and an artistic marquee of iron and glass stretching across the sidewalk. The lobby is of variegated Tennessee marble and the interior finishings and seating are in mahogany and leather.

“This new theatre was opened with a dramatic stock company and presented standard and popular plays at popular prices, under the management of Mr. A. B. Morrison.

“Mr. Stainback follows the history of this new play-house, thus:

“‘In September, 1909, the Jefferson opened as a link in the chain of vaudeville theatres under the direction of William Morris. For six weeks high-class vaudeville at popular prices remained the policy of the house, but a few weeks later the theatre again became the home of a stock organization under the management of Mr. Morrison and as such finished the season 1909-1910. During the memorable summer of 1910, when plans for the theatrical war between Klaw and Erlanger (known as the Syndicate) and the Shubert’s was formulated, Klaw and Erlanger secured a long term lease on the Jefferson in which to play their attractions; so the opening in September found the pretty Jefferson presenting the Syndicate shows at high (or standard) prices. At the close of the season 1910-1911 quasi peace was declared between the warring factions of the theatrical world.’

“May 1, 1911, Mr. Stainback, then operating the Bijou Theatre, secured the lease of the Jefferson. The Bijou Company then made some improvements to the theatre and renamed it the Lyric. Under this management it opened in September, 1911, with Mr. Jake Wells, president, and Mr. B. M. Stainback, an experienced theatre man, manager.

“Again quoting Mr. Stainback:

“‘On June 29, 1912, the Lyric closed its first season, the longest and most successful in the history of the theatre. Standard dramas and musical comedies at popular prices, booked through the Stair and Havlin agency, was the policy of the Lyric for the season 1911-1912.’”

Trade journal The Bridgemen’s Magazine reported in its May, 1908, issue that the Jefferson Theatre had been designed by Memphis architect John Gaisford.

Will Dunklin on August 2, 2011 at 9:58 am

Vincent, it’s been too long since I did this research and can’t tell you a date anymore. Seems odd that there would be a Jefferson Theatre on Madison Ave when Jefferson Ave is just a block away. It is certainly possible, but you have to hope that the owners weren’t that blind to the possibility for confusion. Since you have access to the city directories maybe this will help: the storefront at the far left, the big sign is cut off but says “…aus and Co. Dyers” and the small sign up under the canopy says “..raus and Co. Cleaners.” The word “Dyers” appears again right next to the entrance. Could be Straus or Kraus.

Immediately to the left of the theatre’s lobby appears to be a barber shop. (What is it about theatres and barber shops?) For all the world I think the name is “Ed’s.”

Can’t make out what’s immediately to the right of the lobby, one word on the window might be “buffet.” Did they have buffet’s in 1910?

The building at far right looks like “Memphis Storage Company.” Can’t make out the first word well, but it’s “something Storage Company.”

What I wouldn’t give to be able to read the poster cases at the theatre entrance and the little A-frame sign on the sidewalk. (And did you notice the horse at the far right?)

Re the Germania Hall, I remember seeing that in a different context entirely. Correct me if I’m not wrong, but wasn’t that where Oscar Wilde spoke in 1882 (1883?). Probably a different venue from this entirely.

vastor on August 2, 2011 at 8:49 am

293-295 Madison shows a Jefferson Theatre in 1910 and a Lyric Theatre in 1912 in the Polk City Directories for those years. The 1908 directory shows a Germania Hall (the German community auditorium which did have stage presentations) at 190 Jefferson but only a coal company and Patterson Transfer at the 309-311 address. What year was your information?

vastor on July 30, 2011 at 3:43 pm

Have found and retrieved my theatre memorablilia from Schwab’s, now starting a new project concerning same for Memphis Heritage. This explains my return to the discussion after, say, 25 years.

vastor on July 30, 2011 at 3:42 pm

I am going by the 1909 city directory, we will have to seek further in later directories. Try looking for Lyric in the 1912 directory (remember, the canvass in 1911 will appear in 1912) and see what you find as will I. These directories can be found on the local county register website (Tom Leatherwood) up to 1918. All this is recent news to me, thought the Lyric had just been left out because it was not a regular cinema.

Will Dunklin on July 29, 2011 at 5:46 pm

Vincent, there’s a seperate listing for the Jefferson Theatre, but the address I found was 309-311 Jefferson Ave not 291 Madison. Ideas about the descrepancy?

vastor on July 29, 2011 at 2:47 pm

JEFFERSON/LYRIC/MAZDA 293-295 Madison Opened 1908 . 1400 seats. Burned 1941.
The Lyric started out life as The Jefferson in 1908. It is listed in the 1909 city directory at 293-295 Madison. Its name was changed to The Lyric when the management changed in 1911. This is presently just west of where the Madison overpass crosses Danny Thomas. New construction and parking at the address currently. Originally presented stage shows and Vaudeville. Sarah Bernhardt performed here. The name was changed again to the Mazda about 10 years before it burned. In later years, prizefights were held at the theatre. The theatre burned on January 23, 1941.

Will Dunklin on July 17, 2011 at 8:09 pm

Jack, from Wikipedia, the source of all knowledge: “The name ‘Mazda’ was (a brand name of light bulbs) used from 1909 through 1945 by … General Electric… The company chose the name due to its association with Ahura Mazda, the transcendental and universal God of Zoroastrianism whose name means "Wise Lord” in the Avestan language."

In the longer version of the story, there is an association between Ahura Mazda and the triumph of light – so a movie theatre with the name Mazda is pretty clever.

Mazda Theatre

293-295 Madison Avenue, Memphis, TN 38103

293-295 Madison Avenue,
Memphis, TN 38103