| Reference Type |
newspaper
|
| Title |
'Hoyts Theatre Ltd' |
| Town |
melbourne |
| State |
VIC |
| Country |
Australia |
| Publication Date |
13-09-1929 |
| Citation Date |
|
| Page Number |
15 |
| Comments |
This interesting advertising in the Age clarified the leasehold of the Alhambra theatre. Despite Laurie Cunningham announced that the Alhambra theatre was leased by Associated theatres from 1923 to 1940 rather than the Hoyts ltd(see the chapter four of his book "Frame by frame : a history of Brunswick's picture theatres" ). This advertising proved Cunningham was wrong about it.
The main reason which causing such a misunderstanding of the leasehold probably is because of Associated Theatres merged with Hoyts Theatres Limited in 1926 ?CAARP?.
In fact, this advertising did explain a lot of the question of Alhambra.
For example, Cunningham thought it is "difficult fathom why Hoyts...wanted to lease the infamous Alhambra (Cunningham,L,1995,pp.22). The truth is, Hoyts already owned Alhambra since 1926.
It makes perfect sense why the Hoyts built their luxurious Padua nearby in 1937 .Alhambra was built in 1914,it could be looking so dated after twenty years past,Hoyts prefer to create a brand new threat to attract audiences rather than redecorate the Alhambra . That made Pauda become the favourite son.
Hence, in this situation, the manager of Alhambra shouldn't be blamed for using cowboy films to attract their youth audience. It wasn't ruining the Alhambra's reputation like Cunningham believed - on the contrary, it could be the only way for the Alhambra to survive as Ann Westmore suggested in her article Hoyts Alhambra(1998,pp.4)
Anyway, this is an important record which can help us obtain a better understanding of the history of the Alhambra theatre.
(Mingrui He) |
tags: alhambra theatre
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