For location one, a Philadelphia movie theatre, I chose to research the grand Midway Theatre. This theatre was built on December 24 1932 by the firm Magaziner, Eberhard and Harris for Sam Shapiro.
(Above advertising of Midway Theatre)
This elegant theatre was built on Allegheny Avenue near Kensington Avenue. The designers of this theatre chose to use a Art-Deco Style which was very popular during this era. The Art-Deco style is defined by its expressive use of colours as well as its bold geometric shapes. The Midway featured this style with a large vertical sign that was very visible from many blocks. The vertical sign sat on top of multicoloured circular marquees that made its appearance stand out.
(Above, close up of the Art-Deco style exterior architecture of the Midway Theatre)
The Midway Theatre was very large. It had two types of seating lower level and balcony. In total the theatre had a maximum capacity of about 2,700 seats. The building also housed many other amenities some included: offices, stores and restaurants. This theatre was considered a second run theatre. A second run theatre implies that this theatre never showed and premiers or openers. It showed films that were already opened in center city.
(view from stage)
(view from the back)
(view from the upper balcony)
The Midway was wildly popular because it was the largest theater outside of center city. Some believed that the Midway was the last grand building of the motion-picture palace era in Philadelphia. According to some first hand accounts via blogs, some of the movies screened at this theater included: Marry Poppins(1964), 7 Faces of Dr. Loa (1964), and The Last of Sheila (1973).
The Midway was torn down in 1979 due to a movement for a rock and roll venue. Instead it was replaced by a Burger King Franchise that was eventually closed down. Today the site is pretty nice area with Walgreen’s and Dunkin’ Doughnuts located on it, but it will never be revered as it was when the Midway was standing.
Sources
http://cinematreasures.org/theaters/9172
http://www.phillyhistory.org/blog/index.php/2011/06/neighborhood-movie-theaters/
http://www.phillyneighbors.com/Remember%20when/Midway%20Theater/index.html
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