1099 Euclid Avenue NE,
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Variety Playhouse (Official)
Previously operated by: Storey Theatres Inc.
Styles: Streamline Moderne
Previous Names: Euclid Theatre, Ellis Cinema, Variety Theatre
An icon of Atlanta’s little five points district, this opened on October 2, 1940 as the Euclid Theatre (you can still see this name painted on the east side of the building). It was built by the Lucas & Jenkins Theatres. L&J also operated the Fox Theatre. The Euclid Theatre was operated by the Storey Theatre Inc. chain in 1957. It the Variety Theatre sometime during the late-1950’s. It was closed on July 31, 1962.
Until the late-1980’s the theatre stood vacant until George Ellis acquired the lease and relocated his Film Forum from Ashley Mall to the site. The theatre wasn’t able to compete with the multiplexes that were now booking art films that were previously the priority of the Film Forum. The theatre is currently part of the group that manages the Roxy and the Temple concert halls. By 1998, it was renamed Variety Playhouse.
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