The film going atmosphere counts too

A view of the display in the website owner's media room.

For the youngsters on their way to the Saturday matinee to enjoy the next Tom Tyler western during the 1930’s, plus a cartoon or two, and a film serial chapter, did not mean the immediate surroundings had to be bland. Many times film exhibitors of the independent cinemas and neighborhood cinema houses would take a cue from the Hollywood trade publications on what might provide visual appeal to the targeted audience. As an example, a film review in Motion Picture Times October 6, 1931 for "The Man from Death Valley” provided suggestions to film exhibitors (that is, cinemas) to really get into the part for this Tom Tyler film. Some of these suggestions include placing a cactus in the lobby by the inner door to the auditorium, or other western decor such as a saddle along with a lasso, or hang western art from the ceiling. Such items perfectly complemented the movie posters in their display cases. Due to the popularity of B-westerns during the above mentioned decades, many of the above named cinemas had a number of inexpensive items on hand just for that purpose, to add a little atmosphere in the lobby to enhance the movie-going experience. Those who looked forward to viewing these westerns could feel right at home, with the sense of community being retained. Many an older family member might tell the younger generation stories of how these independent cinemas would run admission price specials, or Depression glass night, or even local food drives being held in order to boost patronage. At one point, over 2,000 of these cinemas across America would take part in these promotions. Non-film promotional events, unlike the previously mentioned elegant cinema palaces, these independent and neighborhood cinemas had the liberty to decorate the lobby to promote the film being shown on that particular day.

The cinema patrons who have had the opportunity to view the latest Tom Tyler movie – and in the brand-new format called sound, or in film lingo, talkie – and took note of how the lobby was decorated just for the occasion, would tell their family and friends about it as a way of encouraging them to see the movie too. The idea of a movie house being decorated in a specific manner to add to the film viewing experience seems far fetched, but not when one stops to realize that many modern homes with a media room is decorated in a very similar manner.

Reference: “American Movie Audiences of the 1930s”, by Richard Butsch. ILWCH #59, Spring 2001