Heights Theater

3103 Falls Drive,
Dallas, TX 75211

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Heights Theater, Dallas TX

The Heights Theater was a colorful, classic stand alone building, built in 1949 for the Robb & Rowley-United Inc. chain. It opened on October 28, 1949 with Ronald Reagan in “The Girl from Jones Beach”. It had the typical marquee across the front coming out to form a point that sheltered the entrance and ticket booth. The marquee was trimmed in red with neon. “Heights” was spelled atop both sides of the marquee in red letters and neon tubing. By 1957 it was operated by Rowley United Theatres Inc. Taken over by an independent operator in 1961, it was taken back by Rowley United Theatres Inc. in 1964 and it was refurbished to reopen on June 3, 1965 screening Spencer Tracy in “It’s a Mad Mad Mad Mad World”. It was then sub-leased to an independent operator. United Artists took over from 1968 and the Heights Theater was closed on October 31, 1970 with a double-bill Walt Disney program Dean Jones in “The Love Bug” & the animated feature “The Jungle Book”. It then went over to Spanish language movies for a short while. It is now a church.

Contributed by Billy Smith / Don Lewis

Recent comments (view all 12 comments)

Michael on August 13, 2008 at 2:40 pm

This theater was located in the Heights Shopping Center and was near the corner of Falls Drive and Searcy St. I believe, at one time, there was an A&P Grocery Store across the street.

Don Lewis
Don Lewis on August 14, 2008 at 2:04 pm

Thanks for your comments Michael!


Michael on September 18, 2008 at 6:17 pm

It was a church after being a theater. It was a theater until at least 1972 or so. Not sure after that, but I think it was a Spanish language theater for a bit. It most likely became church after that time.

Zionscamp on June 11, 2009 at 12:35 pm

I went to many “Kid Shows” there on Saturday mornings during 1950’s.and 1960’s. My friends from Margaret B. Henderson Elementary School would meet there and see such movies as “Beast from 20,000 Fathoms”, and “House on Haunted Hill.” My brother John White worked there as a projectionist on his days off from working at the Wynnewood theater.

Don Lewis
Don Lewis on June 11, 2009 at 2:16 pm

Hello Mark W. Would you mind contacting me at your convenience concerning the Heights Theater? Thank you!

Don Lewis…

Joe Vogel
Joe Vogel on June 11, 2009 at 11:17 pm

This theater is now a church called Centro de Jubilo, located at 3103 Falls Drive, Dallas, TX 75211. Here’s a Google Street View of the building.

The February 19, 1949, issue of Boxoffice Magazine said that Robb & Rowley Theatres had asked for bids for construction of the Heights Theatre. The new house adjacent to the Westmoreland Village shopping center was to have 800 seats.

UnknownCinemaDude on June 13, 2009 at 9:04 pm

another 1992 photo of the old heights theatre. it can be seen here
View link

matt54 on September 15, 2011 at 3:13 am

Looks like they’ve used some of the original “HEIGHTS” lettering to spell out “IGLESIA.” Seems like it’s been a church more than twice as long as it was a theatre.

pameladietrich on May 30, 2012 at 8:52 am

My grandparents lived directly behind this shopping center, therefore, I have several photos of it right after it was built …most are before the actually shopping center was built…only the theater and the 7-11

dallasmovietheaters on November 16, 2013 at 9:17 pm

The Loupot Heights neighborhood in Oak Cliff within Dallas was established by Herman Loupot who also created the million dollar shopping center known as the Westmoreland Village in 1949. The Heights Theater was in the original construction plans for the shopping center and was architected by Pettigrew, Worley & Co. The 800-seat theater was designed to serve the immediate 10,000 residents within the Heights neighborhood.

The Heights Theater opened for Oak Cliff specialists' Robb and Rowley Theatre Circuit on October 28, 1949 with “The Girl from Jones Beach.” It had a crying room for kids and “bodiform” cushioned seats. The theater played suburban fare for 12 years before Rowley United (the partner, Robb, had passed away) decided to concentrate on its other theaters, particularly the Wynnewood.

In 1961, Rowley United subleased it to a new operator, E.W. Savard, who ran the Heights as an independent for two years and closed it. Rowley United decided to refurbish the theater reopening it June 3, 1965 as the “new” Heights playing, It’s a Mad, Mad, Mad, Mad World.“ Since Rowley had acquired the Isley Circuit earlier in the year, it eventually divested itself of Isley’s Avenue, Crest, Kiest D-I, and Big D and — later that year — it subleased the "new” Heights to another owner in 1965 who operated it as an independent. That operator survived negative publicity when fumes in the newly reopened theater sickened people and sent them to the hospital.

The Heights closed again under the second independent operator and Rowley United — now called United Artists — resumed operation from 1968 through its last showing which was October 31, 1970 with a double feature of “The Love Bug” and “The Jungle Book.” In 1971, the Heights became a Spanish language theater for a period of time. The theater’s name was changed out becoming multiple houses of worship one of which was still in operation in the 2010s more than 60 years after the theater’s original opening.

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