The Evolving Screens: A History of University Mall Theaters
The landscape of entertainment and commerce is in constant flux, and few places exemplify this more than the evolution of movie theaters within university-adjacent malls. From their early, often humble beginnings to their current iterations as luxury destinations or cultural hubs, these cinematic spaces have mirrored broader societal and economic shifts. This article delves into the rich history of university mall theaters, examining their origins, transformations, and enduring impact, drawing parallels and contrasts from various locations across the United States.
The Dawn of University District Cinema
The story of cinematic entertainment in university districts often begins in the early 20th century, a period marked by rapid technological advancement and a burgeoning appetite for new forms of popular culture. In the University District, the first motion picture screenings are believed to have occurred around the summer of 1910. These early showings were not confined to dedicated cinema buildings but were often part of broader entertainment offerings. Area amusement parks, such as Indianola Park and Olentangy Park, played a role, with Indianola Park exhibiting films outdoors at dusk against a canvas stretched between trees. Olentangy Park, meanwhile, incorporated movies into its vaudeville theater. Even the backyard of the Heber Brothers Circus headquarters is cited as a potential venue for early film screenings, highlighting the informal and experimental nature of early cinema exhibition.
The establishment of the first dedicated motion picture establishments in the University District marked a significant step. "The Photo Play," opening in late February 1911 at 1597 N. High Street, is generally considered the very first. Not long after, "The Crystal Theater" at 2573 N. High Street also opened its doors in the same year. The early years saw a proliferation of these small, often short-lived venues. Theaters like "The Highland" (1913-14?), "The Bide-a-Wee" (1913-22), "The Summit" (1914?-16?), and "The Ideal" (1914-17) dotted the landscape. Information about these early establishments is scarce, with a lack of photographs, advertisements, or detailed newspaper articles. Many were modest operations, occupying rented storefronts with basic projection equipment, a sheet for a screen, and seating for perhaps 100 to 150 patrons. Buildings that once housed these early theaters are often no longer standing, save for "The Ideal."
The Rise of More Substantial Theaters
As cinema gained wider acceptance and technological improvements were made, more substantial and permanent movie theaters began to emerge. "The Alhambra," located at High and Lane, stands out as the first "real" movie theater in the University District. Opening around 1913 or 1914, this 500-seat venue was a significant development. It continued to show films under various names until its closure as "The Roxy" in 1988, making it the last of its kind in the district. Following its closure as a cinema, the building has seen a diverse afterlife, serving as a fitness center and a succession of nightclubs.
Other theaters from this era also played crucial roles. "The Piccadilly," which opened during the silent film era, continued to screen movies through the 1930s and 1940s. In its early years, it shared its building with various organizations, including The American Ceramic Society, Battelle Memorial Institute, and a post office. The theater faced challenges in the 1950s, leading it to pivot towards showing more risqué films. It became known as "The Little Art Theater" or, as some affectionately called it, "The Very Little Art Theater," specializing in softcore and exploitation films. By the early 1970s, it was showing more explicit content and had become a porn theater. In 1973, the city condemned the building, citing safety concerns. The theater's management alleged the condemnation was politically motivated to shut down its X-rated film showings.
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"The State Theater" represented the pinnacle of cinematic luxury in the University District. With a seating capacity of 1,800 patrons, it was the largest and most opulent theater in the area. Its Beaux-Arts façade graced High Street, while its interior was a lavish display of brass, gilt, crystal chandeliers, Belgian marble, mirrors, and velvet. Ironically, given its location directly opposite Ohio State University, its color scheme was blue and yellow. The State Theater operated until 1970, when it was transformed into "The Agora," a popular concert hall for rock acts.
Neighborhood theaters also served as vital community anchors. "The Hudson" (also known as Lamar's Hudson and later The New Hudson) opened in 1927. Situated on a bustling commercial strip, it was flanked by a barber shop and beauty salon. During World War II, it housed the local draft board and later a dentist's office. "The Hudson" thrived as a neighborhood cinema for nearly 35 years. However, by the early 1960s, competition from television and a lack of parking began to take their toll. In 1970, the abandoned theater was revived as "The New Hudson," exclusively showing pornographic films. After its cinematic run ended, the building served as a church for many years before falling into disrepair, remaining empty, derelict, and vandalized for decades.
Another significant theater, "The University," opened in 1947. Positioned across the street from the historic Ohio Field, the birthplace of Buckeye football, its design and color scheme prominently featured Ohio State's scarlet and gray. Post-closure, the building has been repurposed for various fast-food restaurants, with the Chic Harley relief enduring numerous indignities from signage.
The Era of Malls and Multiplexes
The mid-to-late 20th century witnessed a profound shift in American retail and entertainment with the rise of shopping malls. These enclosed complexes offered a centralized destination for shopping, dining, and, crucially, moviegoing. University malls, often strategically located near university campuses, found themselves with a built-in audience of students, faculty, and staff.
One notable example is the Edwards University Town Center, which opened on June 29, 1984. It debuted with the summer blockbuster "Ghostbusters" and boasted a total seating capacity of 688. Over the years, it evolved from showing mainstream hits to becoming an art house cinema, focusing on foreign, independent, and limited release films. Its prime location directly across from the University of California, Irvine, and surrounding housing provided a consistent audience, though it also attracted patrons from other areas of Orange County. This mirrors the trajectory of other theaters like the University 6 and Edwards Westpark 8 in Irvine, which also catered to a niche audience with similar film selections and cultivated a loyal following.
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The concept of the multiplex, a theater with multiple screens, became increasingly prevalent. The University Square Four in Madison, Wisconsin, opened in May 1975, and was advertised as "Madison’s 1st Four-Theatre Entertainment Center." It showcased a diverse opening lineup, with "Gone in 60 Seconds" playing on two screens, "Alice Doesn’t Live Here Anymore" on another, and "Chinatown" on the fourth. The opening was not without its controversies, as Projectionists Local 251 picketed, seeking higher pay from the owner, American Multi-Cinema (AMC). AMC's response highlighted the increasing automation in the industry, stating that the fully automated system did not require full-time projectionists. The University Square shopping center itself was a single-story, 60,000-square-foot complex. In 2001, plans were announced to redevelop the site into a multistory structure that would include apartments and university offices. This redevelopment led to the closure of University Square in 2006, with the cinema being unable to find a new location.
In Carbondale, Illinois, University Mall opened in 1974, initially featuring JCPenney and Sears. The mall underwent several expansions and changes throughout the 1980s and 1990s, adding new anchor stores and experiencing various closures. The mall has seen a decline in tenants in the 21st century, with both Macy's and JCPenney closing, leaving Ross Dress for Less, Illinicare Health, and SIH Medical Group as remaining tenants.
University Park Mall in Mishawaka, Indiana, opened in 1979 and serves the South Bend and Michiana areas. It initially featured anchors like JCPenney, Sears, L. S. Ayres, and Hudson's. Over the years, it has seen conversions of anchor stores, demolitions for new retail spaces, and the addition of a food court in 1995. A significant change was the removal of its movie theater in 2000, demonstrating a shift in the mall's entertainment strategy. The mall has undergone various renovations, including adding new flooring, lighting, and a reconfigured food court. Despite store closures, including Sears in 2019, the mall has continued to attract new tenants, such as Barnes & Noble and Apple Store, and has even added electric vehicle charging stations. However, the mall has also experienced unfortunate incidents, including shootings in recent years.
The Modern Landscape: Luxury, Art, and Adaptation
The contemporary era has seen further diversification in the types of movie theaters found in or near university malls. In Chapel Hill, the University Mall is undergoing a significant transformation. The departure of Dillard's has paved the way for Silverspot Cinemas, a 13-screen luxury multiplex. This new venture promises leather seats, a well-stocked bar, and a fine restaurant, aiming to offer a premium cinematic experience. This move has generated excitement within the community, though concerns remain about potential competition for existing independent theaters like The Chelsea Theater. The higher ticket prices of Silverspot Cinemas also raise questions about broader community acceptance.
This strategic shift by University Mall towards becoming a cultural center, rather than solely a retail space, is seen as a deliberate effort to buck the trend of struggling malls. The mall's history is intertwined with arts and culture, having hosted galleries, supported local events like "Scrapel Hill," provided space for displaced businesses, and featured performances on its center stage. This focus on arts and culture is perceived as the mall's unique strength, its "lifeblood," differentiating it from other malls that may have faltered.
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The history of malls in America is characterized by waves of development, from the initial suburban malls of the 1950s-70s to larger, more upscale megamalls that often displaced the earlier ones. Even these second-wave malls are now facing challenges, with success often correlating with upscale offerings. This pattern has played out in the Durham/Chapel Hill area, with the rise of Southpoint mall contributing to the decline of older establishments like South Square. Northgate mall, while surviving, has lost much of its vibrancy. University Mall, by contrast, is seen as bucking this trend, largely due to its embrace of the arts and culture.
The experience of the Copper Country Mall in Houghton, Michigan, serves as a cautionary tale. Opened in 1981, it once thrived with department stores, a K-Mart, and a movie theater. However, the arrival of a Walmart nearby led to its decline. A visit revealed mostly empty storefronts, with only a few remaining shops. This highlights the vulnerability of traditional retail models in the face of evolving consumer habits and increased competition.
In contrast, the Gateway Film Center in Columbus, Ohio, represents a modern revival. Emerging from a partnership between Campus Partners and Ohio State's Wexner Center for the Arts, this 8-screen theater occupies a space that was once part of the Drexel chain. It strives to balance mainstream Hollywood hits with more obscure art and independent titles, demonstrating a commitment to diverse cinematic offerings. A unique architectural feature is its second-floor lobby.
Other notable theaters in the vicinity of university areas include:
- The Garden (1920-75, 2011-): A 700-seat movie palace with an indoor garden, which later became a grindhouse, then a burlesque theater and strip joint before closing.
- The Grandview (1926-60, 1988-): A charming neighborhood theater that now specializes in art, classic, and international films.
- Studio 35 (1938-): Formerly known by various names, this theater remains a popular spot for campus crowds, offering eclectic programming, special events, pizza, and beer.
- Drexel North (1941-95): Also known as the Beechwold and Camelot North, it was a favorite among campus crowds for its indie, art, and cult programming, midnight movies, and a generally hipster ambiance.
- W. 5th Ave. Drive-In (1953-78): An unusual urban drive-in located surprisingly close to campus.
- University City Cinema (1969-92): A generic, two-screen cineplex located within the University City Shopping Mall.
- AMC Lennox Town Center 24 (1996-2020): A massive megaplex that was one of the largest in the nation upon its opening, drawing huge crowds during the late 1990s.
Innovation and Adaptation: The Multiplex Debate
The very definition of a "multiplex" theater has also been a subject of historical debate. The Upper and Lower Mall Theaters in Cleveland, built in 1916, were an innovative duplex design, with one auditorium situated directly above the other. This unique architectural solution utilized a change in elevation between Euclid and Superior Avenues to provide separate entrances and access points. The lower auditorium seated 600 and included a small passageway that functioned as the theaters' lobby.
While "The Plain Dealer" referred to the Mall Theaters as the only duplex theater in the world in 1921, evidence suggests earlier precedents. Detroit's Duplex Theater, which opened in 1915, featured two side-by-side auditoriums. Even closer to home, the Oxford Theater on Ontario Street, which opened around 1912 or 1913, may have been responsible for introducing the duplex concept. The Oxford was essentially one large auditorium divided by a fireproof curtain, with a screen on each side. However, neither the Detroit Duplex nor the Oxford employed the distinct double-decker architectural design of Cleveland's Upper and Lower Mall.
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