The University Plaza Movie Theatre: A History
The University Plaza movie theatre, like many similar establishments across the country, holds a unique place in the history of entertainment and urban development. Its story reflects broader trends in society, from the rise of suburban shopping centers to the evolution of film and the changing preferences of moviegoers.
The Rise of the Shopping Center and the Plaza Theatre
The Plaza Theatre's history is intertwined with that of Briarcliff Plaza, also known as Ponce de Leon Plaza, which many consider Atlanta’s first shopping center with an outdoor parking lot. These early "community centers" or strip malls were designed for drivers to easily park and shop, contributing to urban sprawl and a shift away from pedestrian-friendly city designs.
Before the development of Briarcliff Plaza and the Plaza Theatre, the land was primarily residential, featuring apartment buildings and homes like the Dr. Robin Adair estate. The Druid Apartments, located at the corner of Ponce and North Highland, were a focal point of the block. However, the stock market crash of 1929 impacted Druid Hills and surrounding neighborhoods, leading to neglect and disrepair of large residential buildings due to financial losses.
Designed by Lloyd Preacher, a firm known for buildings like the Medical Arts Building in Downtown Atlanta, the Plaza Theatre opened on December 23, 1939, with a screening of The Women starring Joan Crawford. While the Plaza Theatre has endured, other businesses in Briarcliff Plaza, such as Plaza Drugs, have not been as fortunate.
The Golden Age and Subsequent Decline
The 1940s and 1950s were prosperous for Briarcliff Plaza and the Plaza Theatre. In 1950, a significant addition was made to the shopping center. However, by the 1970s, Briarcliff Plaza had declined, becoming known for illicit drug activity and prostitution. The Plaza Theatre also deteriorated, showcasing live burlesque shows and X-rated films until 1983.
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Restoration and a Shift in Focus
In the early 1980s, Atlanta businessman Robert Griffith initiated a renovation plan for Briarcliff Plaza, attracting businesses that would help restore the block. Instead of X-rated content, the Plaza Theatre, under new management, focused on classic, foreign, and independent films to appeal to a sophisticated urban audience. This dedication defined the theater during the 1990s and 2000s.
However, Griffith's plan faced financial challenges. From his purchase until the late 2000s, Briarcliff Plaza struggled with monetary issues. In 2006, the Plaza Theatre was sold to Gayle and Jonathan Rej, dedicated to historic preservation. In 2012, it was sold again to a private owner described as a "theatre enthusiast."
The Plaza Theatre Today
Located at 1049 Ponce De Leon Avenue NE, Atlanta, GA 30306, the Plaza Theatre now offers a mix of mainstream new releases, classic movies, and selections from the underbelly of cinema. Briarcliff Plaza is also home to businesses like the Righteous Room Bar and Urban Outfitters.
The Evolution of Movie Theaters: A Broader Perspective
The history of the University Plaza movie theatre is part of a larger narrative about the evolution of movie-going experiences. Early theaters, like Brown’s Opera House in Winston, NC, often had separate galleries for black citizens. The advent of "Airdome" theaters in the early 1900s sought to address the discomfort of indoor theaters during hot summer nights by offering open-air screenings.
As technology advanced, theaters like the Carolina Theater in Winston-Salem became grand entertainment venues, hosting live performances and movie screenings. The rise of multiplexes, such as the Upper and Lower Mall Theaters in Cleveland, marked a shift towards offering a wider variety of films under one roof.
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The Plaza Theatre's journey reflects the adaptability and resilience required to survive in a constantly changing entertainment landscape.
The Impact of Suburbanization and Urban Development
The Plaza Theatre's story is also a reflection of the impact of suburbanization and urban development on movie theaters. The rise of shopping centers and suburban multiplexes led to the decline of many downtown theaters. However, some theaters, like the Plaza, have managed to adapt and thrive by catering to niche audiences or offering unique experiences.
The development of Briarcliff Plaza itself exemplifies the shift towards automobile-centric urban planning, with its emphasis on parking lots and easy access for drivers. This trend had a profound impact on the built environment and the way people experienced cities.
The Importance of Community and Preservation
The Plaza Theatre's survival is a testament to the importance of community support and historic preservation efforts. The dedication of individuals like Gayle and Jonathan Rej, as well as the "theatre enthusiast" who purchased the theater in 2012, has helped ensure that this iconic landmark continues to entertain audiences for years to come.
The story of the Plaza Theatre also highlights the role that movie theaters play in shaping local culture and identity. They provide a space for people to come together, share experiences, and create memories.
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