“In the most extensive cooperation promotion ever seen in this area, 14 Providence and nearby houses used record-breaking newspaper advertising space in heralding the joint premiere of "The Day the World Ended” and “Phantom from 10,000 Leagues.” Virtually taking over the amusement pages of the local press for several days, the following houses united in the ad: Elmwood, Hope, Uptown, Liberty, Castle, all in this city; Community, Centredale; Strand, Pawtucket; Union, Attleboro; Hollywood, East Providence; Palace, Cranston; Community, Wakefield; Park, Auburn; Palace, Arctic and Stadium, Woonsocket. A brief checkup of local houses indicated that opening days were solid."
“In the most extensive cooperation promotion ever seen in this area, 14 Providence and nearby houses used record-breaking newspaper advertising space in heralding the joint premiere of "The Day the World Ended” and “Phantom from 10,000 Leagues.” Virtually taking over the amusement pages of the local press for several days, the following houses united in the ad: Elmwood, Hope, Uptown, Liberty, Castle, all in this city; Community, Centredale; Strand, Pawtucket; Union, Attleboro; Hollywood, East Providence; Palace, Cranston; Community, Wakefield; Park, Auburn; Palace, Arctic and Stadium, Woonsocket. A brief checkup of local houses indicated that opening days were solid."
“In the most extensive cooperation promotion ever seen in this area, 14 Providence and nearby houses used record-breaking newspaper advertising space in heralding the joint premiere of "The Day the World Ended” and “Phantom from 10,000 Leagues.” Virtually taking over the amusement pages of the local press for several days, the following houses united in the ad: Elmwood, Hope, Uptown, Liberty, Castle, all in this city; Community, Centredale; Strand, Pawtucket; Union, Attleboro; Hollywood, East Providence; Palace, Cranston; Community, Wakefield; Park, Auburn; Palace, Arctic and Stadium, Woonsocket. A brief checkup of local houses indicated that opening days were solid."
Item in Boxoffice magazine, June 29, 1957:
“The Uptown, located in a large Italian-populated district, offered two first-run Italian pictures, ‘Terra Straniera’ and ‘Cantate con me’.
Italian-Language Policy Ends Boxoffice Blues
BRIDGEPORT – Jack Schwartz, owner-manager of the West End Theatre, believes Italian-language pictures are solving his boxoffice worries.
Last November, business was so bad at the West End, a subsequent-run house located in a business area, that Schwartz found it necessary to curtail operations to weekends. After Christmas he went back to a seven-day operation, experimenting with Spanish-Language and Italian-language films. His theatre is in an area adjacent to a thickly-populated Puerto Rican section. But Spanish-language films were a flop. On the other hand the Italian films began to catch on and now Schwartz, an exhibitor for 15 years, says he is drawing from cities within a radius of 25 miles from Bridgeport, such as Norwalk, Wesport, Ansonia and Derby. He notes that his patrons are largely Italians who have recently arrived in this country and cannnot speak English. In the future he will show these films Sunday afternoon and night and Monday night. The remainder of the week will be given to Hollywood product.
Lombardi “Dante” Backer
Philadelphia – Joe Lombardi, wel-known south Philadelphia theatre owner, heads the syndicate of Italian-Americans building a new theatre at Broad and Federal streets.
The theatre, which will show both foreign and domestic films, will be called the “Dante.”
I lived then and now in Johnston, and I often checked out the ads for all the area theatres. I went to the Gilbert Stuart many times, because they often showed what I wanted to see. I do remember those “folksy” ones that ran for a time in the Providence Journal.
Hurricane is no hindrance!
Item in Boxoffice magazine, October 2, 1954:
“Although hurricanes demolished 150 homes in nearby Riverside, Joe Jarvis kept his Gilbert Stuart Playhouse in almost continuous operation. It was stilled only during a temporary power loss.”
Advertising method:
Earlier item from June 5, 1954:
“Joe Jarvis, owner-operator of the Gilbert Stuart Theatre in adjoining Riverside, has adopted a unique style of advertising pictures. While he uses only limited space, he devotes 50 per cent of his newspaper advertising to condensed editorial comments on either the stars appearing in the current attractions or on some outstanding feature of the film. Written in a smooth, easy, and friendly style, the copy is doing much to attract extra patronage.”
Item in Boxoffice magazine, November 6, 1954:
“The Fairlawn in adjacent Pawtucket, showing "The French Line,” advised patrons it would be omitted at the Saturday matinee, which is largely made up of juveniles."
[Note: that movie feature Jane Russell in a skimpy costume.]
Item in Boxoffice magazine, November 6, 1954:
“The Quonset Drive-In while presenting "Three Forbidden Stories” suggested that children be left at home during this presentation."
[Note: that was an Italian-made film with three stories dealing with love and sex.}
Park Theatre closes (1964). An item in Boxoffice magazine of April 6, 1964 states:
Closes Park Theatre in Taunton, Mass.
TAUNTON, MASS. —– The Park Theatre has been closed, leaving the Strand as the town’s only operating motion picture theatre. Richard Bentley, attorney for the Park, ascribed its closing to “competition” and “lack of patronage.”
The theatre is owned by Mrs. Bentley, Mrs. Margaret Lawson and Mrs. Rosemary O'Neill, who have put it up for sale. The Park has a seating capacity of 1,600 and is known for having one of the largest stages in New England.
Portuguese films at the Embassy, Capitol. Item from Boxoffice magazine, October 29, 1955:
“Sponsors of Portuguese presentations have selected the stilled Embassy Theatre to present productions on Sundays of each week for an indefinite period. Portuguese films are offered weekly at the Capitol, which now resumes its seven-day policy.”
From Boxoffice magazine, February 4, 1956:
“In the most extensive cooperation promotion ever seen in this area, 14 Providence and nearby houses used record-breaking newspaper advertising space in heralding the joint premiere of "The Day the World Ended” and “Phantom from 10,000 Leagues.” Virtually taking over the amusement pages of the local press for several days, the following houses united in the ad: Elmwood, Hope, Uptown, Liberty, Castle, all in this city; Community, Centredale; Strand, Pawtucket; Union, Attleboro; Hollywood, East Providence; Palace, Cranston; Community, Wakefield; Park, Auburn; Palace, Arctic and Stadium, Woonsocket. A brief checkup of local houses indicated that opening days were solid."
From Boxoffice magazine, February 4, 1956:
“In the most extensive cooperation promotion ever seen in this area, 14 Providence and nearby houses used record-breaking newspaper advertising space in heralding the joint premiere of "The Day the World Ended” and “Phantom from 10,000 Leagues.” Virtually taking over the amusement pages of the local press for several days, the following houses united in the ad: Elmwood, Hope, Uptown, Liberty, Castle, all in this city; Community, Centredale; Strand, Pawtucket; Union, Attleboro; Hollywood, East Providence; Palace, Cranston; Community, Wakefield; Park, Auburn; Palace, Arctic and Stadium, Woonsocket. A brief checkup of local houses indicated that opening days were solid."
From Boxoffice magazine, February 4, 1956:
“In the most extensive cooperation promotion ever seen in this area, 14 Providence and nearby houses used record-breaking newspaper advertising space in heralding the joint premiere of "The Day the World Ended” and “Phantom from 10,000 Leagues.” Virtually taking over the amusement pages of the local press for several days, the following houses united in the ad: Elmwood, Hope, Uptown, Liberty, Castle, all in this city; Community, Centredale; Strand, Pawtucket; Union, Attleboro; Hollywood, East Providence; Palace, Cranston; Community, Wakefield; Park, Auburn; Palace, Arctic and Stadium, Woonsocket. A brief checkup of local houses indicated that opening days were solid."
Item in Boxoffice magazine, June 29, 1957:
“The Uptown, located in a large Italian-populated district, offered two first-run Italian pictures, ‘Terra Straniera’ and ‘Cantate con me’.
From Boxoffice magazine, February 10, 1958:
Italian-Language Policy Ends Boxoffice Blues
BRIDGEPORT – Jack Schwartz, owner-manager of the West End Theatre, believes Italian-language pictures are solving his boxoffice worries.
Last November, business was so bad at the West End, a subsequent-run house located in a business area, that Schwartz found it necessary to curtail operations to weekends. After Christmas he went back to a seven-day operation, experimenting with Spanish-Language and Italian-language films. His theatre is in an area adjacent to a thickly-populated Puerto Rican section. But Spanish-language films were a flop. On the other hand the Italian films began to catch on and now Schwartz, an exhibitor for 15 years, says he is drawing from cities within a radius of 25 miles from Bridgeport, such as Norwalk, Wesport, Ansonia and Derby. He notes that his patrons are largely Italians who have recently arrived in this country and cannnot speak English. In the future he will show these films Sunday afternoon and night and Monday night. The remainder of the week will be given to Hollywood product.
Folks lined up at the Palms to see Mighty Joe Young and Isle the Dead, photo from the 1950s in Boxoffice issue of November 18, 1963:
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Stagecoach in front of the Orpheum, from Boxoffice magazine, August 1, 1966:
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There is an interior shot in this ad from Boxoffice magazine, December 6, 1947:
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This article in Boxoffice magazine, December 6, 1947, contains some photos of the theatre.
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From Boxoffice, November 7, 1936:
Lombardi “Dante” Backer
Philadelphia – Joe Lombardi, wel-known south Philadelphia theatre owner, heads the syndicate of Italian-Americans building a new theatre at Broad and Federal streets.
The theatre, which will show both foreign and domestic films, will be called the “Dante.”
Small images of the interior of the Avon can be seen in Boxoffice magazine, September 19, 1936. See ad on right side.
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A small photo of the interior of this theatre can be seen in an ad in Boxoffice magazine, September 19, 1936. Left side of page.
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The concept of “Curtain at 8:40” is dealt with in this Boxoffice article from November 22, 1952:
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I lived then and now in Johnston, and I often checked out the ads for all the area theatres. I went to the Gilbert Stuart many times, because they often showed what I wanted to see. I do remember those “folksy” ones that ran for a time in the Providence Journal.
Article, with photo, on the opening of the Burnside Theatre which appeared in Boxoffice magazine, October 8, 1949:
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“A Small House Receives the 1954 Touch"
Article, with photos, of the Ohio Theatre, from Boxoffice magazine, October 2, 1954:
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Hurricane is no hindrance!
Item in Boxoffice magazine, October 2, 1954:
“Although hurricanes demolished 150 homes in nearby Riverside, Joe Jarvis kept his Gilbert Stuart Playhouse in almost continuous operation. It was stilled only during a temporary power loss.”
Advertising method:
Earlier item from June 5, 1954:
“Joe Jarvis, owner-operator of the Gilbert Stuart Theatre in adjoining Riverside, has adopted a unique style of advertising pictures. While he uses only limited space, he devotes 50 per cent of his newspaper advertising to condensed editorial comments on either the stars appearing in the current attractions or on some outstanding feature of the film. Written in a smooth, easy, and friendly style, the copy is doing much to attract extra patronage.”
Photo of Roosevelt in Boxoffice magazine, June 5, 1954 (top left):
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Item in Boxoffice magazine, November 6, 1954:
“The Fairlawn in adjacent Pawtucket, showing "The French Line,” advised patrons it would be omitted at the Saturday matinee, which is largely made up of juveniles."
[Note: that movie feature Jane Russell in a skimpy costume.]
Item in Boxoffice magazine, November 6, 1954:
“The Johnston in nearby Thornton is giving away hand-painted ovenware to hype business.”
Item in Boxoffice magazine, November 6, 1954:
“The Quonset Drive-In while presenting "Three Forbidden Stories” suggested that children be left at home during this presentation."
[Note: that was an Italian-made film with three stories dealing with love and sex.}
Article in Boxoffice magazine, April 20, 1964, reporting on the opening of the Warwick Cinema of Post Road on March 19, 1964:
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“Johnston Pike Airer Closed by Council"
Article in Boxoffice magazine, April 20, 1964:
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Park Theatre closes (1964). An item in Boxoffice magazine of April 6, 1964 states:
Closes Park Theatre in Taunton, Mass.
TAUNTON, MASS. —– The Park Theatre has been closed, leaving the Strand as the town’s only operating motion picture theatre. Richard Bentley, attorney for the Park, ascribed its closing to “competition” and “lack of patronage.”
The theatre is owned by Mrs. Bentley, Mrs. Margaret Lawson and Mrs. Rosemary O'Neill, who have put it up for sale. The Park has a seating capacity of 1,600 and is known for having one of the largest stages in New England.
Portuguese films at the Embassy, Capitol. Item from Boxoffice magazine, October 29, 1955:
“Sponsors of Portuguese presentations have selected the stilled Embassy Theatre to present productions on Sundays of each week for an indefinite period. Portuguese films are offered weekly at the Capitol, which now resumes its seven-day policy.”