Special Events
About the Theatre
Theatre Store
Membership
FargoMoorhead.org
Feedback
Now Showing
Coming
Attractions
|
About the Historic
Fargo Theatre
History (1920,
1930,
1940,
1950-60,
1970,
1980,
1990)
1930's
The advent of talking pictures brought about many changes in the 1930s.
Vaudeville ended in the late 1920s, and organists were no longer needed
to score the silent films. While many theatre musicians lost their
jobs, Hildegarde Kraus became the full-time organist at WDAY Radio
and continued to broadcast special event programs from the Fargo Theatre's
Wurlitzer for many years. Another popular WDAY radio show, "Barn Dance,"
was broadcast from the Fargo Theatre every Friday night in the 1930s.
Film audiences dwindled in the Depression years, and manager Ed Kraus
became known for his publicity stunts and business tie-ins to bring
in audiences. For "Swing High" a 1930 circus picture, he set up two
stands in the lobby and served pink lemonade to children before the
movie, and gave them sacks of Jumbo peanuts on their way out. A local
bank paid for the peanuts, and a local broadcasting station supplied
the lemonade and radio announcements.
In the 1930s, the Fargo Theatre came under the banner of the Minnesota
Amusement Company. To attract more patrons, the new owners closed
the Theatre for six weeks in 1937 for a complete redesign in the Art
Deco or Art Moderne style. Minneapolis architect Jack Liebenberg,
the region's most celebrated picture palace designer, replace the
elegant finishesof the 1920s with smooth curved lines and neon light.
A special section in The Forum on March 26, 1937 provided the following
description of the auditorium:
"The interior of the auditorium has been transformed into a composition
of interesting planery surfaces, superimposed upon each other with
rhythmic sequence. The sleek and sinuous curves of the ceiling surfaces
leave a tingling effect upon the imagination when the play of light
is released upon these areas.
The wall surfaces in turn are a foil or background for further play
of horizontal coursings of light which are brought together in a pleasing
horizontal composition.
Use of indirect neon lighting of special gas density produces the
unusual 'cold' reds and 'warm' blues almost paradoxical in their sensory
efforts upon the eye."
The Art Deco style was carried through to the lobby and mezzanine as
well. The special section of The Forum included the following
description:
"In the decorative treatment of the entresole lounge, which is
on the mezzanine level, quiet elegance has been obtained by combining
the deep tonal qualities of a morocco brown with the resh crispness
of chartreuse and blue gray. The fireplace-ingle has a wall entirely
of flesh-colored mirrors which adds spaciousness to a high degree.
From the entresole an interesting perspective may be had of the lobby.
This room has been treated in rare African mahogany wood veneers combined
harmoniously with a blue mirrored ceiling. The only accents in this
vast room are the blue and flesh mirrored ceiling and panels.
The foyer on the lower level has been executed in the streated effect
in soft tones of coral, amber, maize, yellow, and white. Glass has
been extensively used in the gold mirrored ceiling treatment."
The $40,000 remodeling job also included the installation of an adiabatic
air condition system, which changed the air without the gain or loss
of heat. The Fargo Theatre was the first theatre of its size in the
country to install this type of air conditiong. New seats, projection
equipment, and an RCA high fidelity sound system were also installed.
Outside, a new extended and streamlined marquee offered more advantageous
billing features. The Fargo Theatre re-opened on March 27, 1937 with
the film "Swing High, Swing Low," starring Carole Lombard and Fred MacMurray.
Continue with History
(1920,
1930,
1940,
1950-60,
1970,
1980,
1990)
|
