New Dixie Theatre
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Previous Names: New Dixie Theatorium
In the store show era, T. Marx had opened the Happy Hour Theatre in the Pipkin Store Building on Valentine’s Day 1911 with 3,000 feet of film. Its tagline was, “When evening comes, forget your cares”. It’s operating and programming mission statement was, “A good, clean, moral entertainment where you can take your wife, sister or sweetheart”.
The New Dixie Theatorium launched March 1, 1913 as another store show designed for motion pictures. Neither show bothered with permanently installed seats. Fred Morris redesigned the New Dixie Theatre in the Cochran Building with an inclined floor, 216 fixed seats and asbestos lining each wall for fire safety. It advertised as the first “real” movie theatre in the town’s history. Meanwhile, the Happy Hour Theatre competed into 1915 before closing.
- Gill of Hugo’s Erie Theatre (later renamed Antlers Theatre) took on the New Dixie Theatre in 1918 and decided to move it one last time. The improved venue was at first going to be the New Dixie Theatre - retaining its original name - but Gill changed it to the Erie Theatre. It has its own entry on Cinema Treasures.
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