Heisman Cinema Four

Alameda Street and 12th Avenue NE.,
Norman, OK 73069

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In 1972 upstart Spectrum Theatre Circuit dared to open their Heisman Cinema Four catty-corner to powerful Video Independent (a division of RKO) Theatre’s Cinema East, and succeeded!

The Heisman Cinema Four was located as an anchor to Switzerland Fashion Mall, and was designed in ultra Art Moderne styling. A plush, long lobby greeted patrons. Each auditorium carried a different colour scheme, and chairs were placed with plenty of leg room.
First run movies were featured in the three largest auditoriums, while second-run double features were presented in a smaller screening room.

Contributed by Red Ball

Recent comments (view all 4 comments)

raybradley on November 27, 2009 at 11:55 am

I remember that around 1975 the Heisman 4 tried a new scheme that was circulating aroung the nation. The idea was to offer “subscription ticket sales” on the strength of big name stars who had upcoming pictures that were still in production, or scheduled to go into production within a years time. This was nothing more than a form of block booking and it failed to catch on with the movie going public.

raybradley on November 28, 2009 at 8:29 pm

I haven’t visited Norman in quite a while, but have been told the cinema structure still stands. It sat catty-corner to the Cinema East, at the far corner (elbow) of Switzerland Fashion Mall.

raybradley on November 29, 2009 at 10:13 am

Anyone know where I can get in touch with Bill L. Love? Mr. Love was city manager for all four Video Independent Theatres in Norman throughout the ‘60s and '70s, and he is an expert on Oklahoma theatre history.

Airborne1292 on January 22, 2010 at 11:57 pm

The entire shopping center, including the theater, was torn down. The shopping center was rebuilt in 1999 or so. The theater building was in line with Hardee’s. The current building, which was a Albertsons when built, is further West. The only building remaining is the old Hardee’s, which is now a Chelinos Mexican Restaurant.

I lived in the area when I was a kid and in high school, I worked at Stop-n-Go video while it was still in the shopping center.

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