From the turn of the century, canal street was the center of downtown
New Orleans. Anything anyone could need was conveniently located
downtown. It was a shopping mecca, but it also was where you saw new
movies first. And New Orleans had its share of downtown movie houses.
If you were going downtown, you would dress-up and take a bus or
streetcar. The canal streetcar ran until may 1964, AFTER which time it
was replaced with buses. Forty years later, the canal streetcar made
its return. What was once old is now new again.
In the 1920’s, Marcus Loew said, “We sell tickets to theatres, not
movies.” New Orleans’ movie palaces were monumental in size and
architecturally grand.
ORPHEUM THEATRE
Opened: February 7, 1921
The Orpheum Theatre opened on February 7, 1921 as a vaudeville
house. The operator, Keith-Orpheum circuit, boasted a seal tank and
an animal room for the acts. Also, it was air-cooled with ice and the
only theatre with an elevator in the south. It was designed by G. Albert
Lansburgh and took three years to build. The Beaux Arts-Style
Orpheum sports two balconies and a loft-like seating area above the
second balcony. The mushroom constructions on the Orpheum’s
ceiling represent only one of numerous architectural touches which
lend the theatre its flamboyant charm. Later, the Keith-Orpheum
circuit merged with other interests to become RKO.
LOEW’S STATE THEATRE
Opened: April 3, 1926
The Loew’s State opened April 3, 1926 at a cost of close to two million
dollars, with a seating capacity of 3500. It was the largest playhouse
south of Philadelphia and west of Chicago.
The Times-Picayune was quoted as saying, “No expense has been
spared in the construction of the Loew's State in making it the last word
in comfort, convenience, and up to date improvements in theatrical
houses in America. Designed by architect, Thomas W. Lamb, the
theatre has over 60,000 square feet of space. It was also equipped
with a Robert Morton organ. Some of its unique features were its
plaster artwork, as well as the crystal chandeliers. It also boasted being
about 20 degrees cooler inside with its air cooling plant. Loew's was
the parent company of MGM who furnished films to the Loew's theatres.
SAENGER THEATRE
Opened: February 4, 1927
The Saenger opened February 4, 1927. Built by Julian and Abe
Saenger, who operated the Saenger Amusement Company, it was the
flagship theatre of their southern chain. The Saenger was designed by
New Orleans architect, Emeil Weil, at a cost of 2.5 million and seating at
4000. Some of the highlights include a crystal chandelier (originally
from the hall of mirrors at the place of Versailles,) the custom built
Saenger “Wonder Organ” with its 778 pipes and dozens of marble
statues. The Saenger was an atmospheric theatre, having a deep blue
ceiling with twinkling stars and moving clouds, which gives the illusion of
being outdoors. It was built for a combination of silent pictures and live
stage presentations. At its opening, the Saenger was the "theatre of
the South."
Throughout the country, in big cities, movie palaces were built. Many
were part owned or affiliated with one of the major film distributors. This
would guarantee a play-off of their movies. Depending on what theatre
you went to, you would see certain film companies movies play at a
certain theatre.
Another change was on the horizon… SOUND.
On August 6, 1926, in New York City at Broadway’s Warner Theatre,
“Warner Brother’s introduced Vitaphone with a presentation of Don
Juan. “ It was a thrilling display of picture with synchronized sound.
Later, The Jazz Singer premiered on October 5, 1927. This film drew
mass crowds and was very profitable. Other film companies saw this
and changed to making sound films. By the 1920’s, the Saenger,
Loew's and the Orpheum were all equipped for sound. “Talkies” slowly
replaced vaudeville completely. With the high price of converting to
sound, many independently-owned theatres could not afford it. Unable
to compete with “Talkies,” many were forced to close.
