The Depression Years
The news reel was introduced in the early 1920’s. A number of film
companies produced them. It provided a visual picture of the events of
the world such as news, sports, disasters, and covered the progress of
wars.
“Talkies” came in just at the right time. With the Stock Market Crash of
1929, one of the cheapest forms of entertainment, the movies, was an
escape from the hardships of the depression. 1930 saw a new high of
80 million patrons a week, but it did not last long. By 1932, admissions
dropped by 25 million. New Orleans saw many of its theatres closed.
Even the Orpheum closed its doors briefly in 1933.
Theatres began dropping their prices to attract audiences back. With
free radio cutting into theatre admissions, theatre owners started to sell
food items such as popcorn, drinks and candy to supplement their
income. The downtown palaces were the last to introduce this
concept. Neighborhood theatre owners offered gimmicks, such as
“screen-o,” an on-screen version of bingo. There was also bank night,
talent contests, beauty pageants and fashion shows. To help business
at this time, “Double Features” were introduced featuring “B” movies or
low-budget films . Movie programs were changed as much as three
times a week.
New Orleans, from 1926 until 1942, did see many theatre closures.
Still, new theatres opened. Some of those were:
The Granada Uptown
The Tivoli Broadmoore District
The Gentilly Gentilly
The Garden Uptown-Garden District
The Circle Gentilly
The Algy Algiers
The Beacon Lakeview
The Lakeview Lakeview
The Nola 7th ward district
The Delta Florida-Desire area
The following is a comprehensive list of the openings from 1926 to
1945. List of all theatres:
The Depression lasted for more than ten years. With the promotions,
ballyhoo, and special efforts by theatre owners, many survived. Movie
attendance started to increase in 1934 and showed a steady increase
thereafter.
1939 saw some of the most memorable films released that we call
“Classics” today – GONE WITH THE WIND, THE WIZARD OF OZ,
GOODBYE MR. CHIPS and STAGECOACH were among them.
Admissions rose almost to 90 million a week.
By 1942, as World War II progressed, almost every American adult was
working – signs of the depression were virtually gone. American’s went
back to the movies to escape, They watched the newsreels to maybe
catch a glimpse of a loved one. Although theatres prospered, their
greatest challenge was still ahead.
