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The Infamous Black Bird Southern Oregon History, Revised


The Holly Theater


    The Uncle Tom's Cabin tent show company erected its big tent this forenoon on West Sixth Street, on the vacant lot between the telephone building and the federal building, for the Medford presentation of that company.
"Local and Personal," Medford Mail Tribune, May 21, 1925, page 2


    The Jennings tent theater near the federal building was packed with people last night attending the first theatrical presentation of that company while in the city for a week. Ladies were admitted free last night, and those who buy tickets tonight will have free admittance tomorrow night.

"Local and Personal," Medford Mail Tribune, August 4, 1925, page 2


IS MEDFORD TO HAVE $100,000 MOVIE PALACE?
Excavation Work at Corner of Holly and Sixth Renews Rumor that New Movie Concern Will Enter Medford--"Nothing Definite Yet," Says L. Niedermeyer

    Two teams of horses and five men started work this morning excavating on the lot at the corner of Holly and Sixth streets, which according to one set of reports will be a movie theater costing $110,000, and according to another set of reports will be nothing but a modest store building on a prominent corner. A permit for the excavating was issued yesterday afternoon at the city hall.
    Rumor also hath it that L. Niedermeyer, local capitalist, is the financial backer of the project. This morning Mr. Niedermeyer admitted that he was furnishing cash for the preliminary digging, but emphatically stated he did not know whether a large or small structure would arise, and if one did, whether it would be a movie palace, or an auto "shoppe" or a cafe or what, if anything. He was very indefinite and uncertain about the future of the building, upon which preliminary work has started, as a matter of fact nothing in a long time hereabouts has been so clouded with mystery.
    The only certain things about the deal is that the lot was recently purchased from the Knights of Pythias lodge by Mr. Niedermeyer and that excavating activity is under way, and that Dame Rumor declares a new movie palace is certain.
    W. H. (Doc) Everhardt and Earl H. Fehl are also connected with the proposition. When a scribe called this morning at their realty parlors, Mr. Fehl was "down to the court house, getting an abstract," and Doc was toasting his shins in front of a North Dakota model heating stove.
    Mr. Everhardt said that Niedermeyer was the financial backer of the enterprise and that "Earl and I have a fist in it." He discussed some plans for the new building, saying it would be 75x150 feet in size, and would cost $110,000 when completed.
    Time alone will tell what will come of the proposition, which is now heavily saturated with rumors, reports, etc., etc., etc. This sudden excavation, however, directly following the report of the sale of a half interest in the Geo. A. Hunt Amusement Co. in yesterday's Mail Tribune, is regarded as significant. Everyone is convinced that "something big is doing."
Medford Mail Tribune, November 15, 1927, page 1



FEHL EXCAVATING ON SIXTH STREET FOR BIG BUILDING
    Because teams with graders and workmen began yesterday to excavate and level the lot, 75 by 175 feet at the northeast corner of Holly and Sixth streets, between the Home Telephone Company building and the federal building, much curiosity has arisen throughout the city as to what kind of a structure the site is evidently being prepared for, and for whom.
    The lot is owned by L. Niedermeyer, and Earl H. Fehl has some kind of an interest in it. It will be remembered that a year or so ago Messrs. Niedermeyer and Fehl began the work of excavating and leveling the lot with the announced purpose of building a new theater, but later the project for some reason was abandoned.
    Efforts to learn today just what kind of a structure is going to arise on the site proved unavailing, but appearances indicate that this time some sort of a big building, probably a business one, is sure to go up.
    And along with the other site preparation work being done foundations are being prepared, and Earl Fehl with a roll of plans under his arm is bossing the job.
    Mr. Fehl refused this noon to state the nature of the project, saying that a public announcement would be made in due course of time--probably next week.
    Opinion is divided in business circles as to whether the structure will be a theater or business building, although the theater conjecture has few believers.
    However, two different citizens, who claim to have been confidentially let in on the inside of what is going on, claim the venture is quite a pretentious one and means much in the future upbuilding of Medford.
Medford Mail Tribune, November 22, 1929, page 6


THEATER BUILDING SIXTH AND HOLLY IN CONSIDERATION
    Tentative plans for the construction of a theater building at Sixth and Holly streets, to cost approximately $55,000, are under consideration by L. Niedermeyer and others.
    It was stated today by interested parties that the plans were in a highly formative state, and it will be a week or ten days before anything definite is known.
    Earl Fehl still refuses to tell anything about the property.
    Plans and specifications for the structure are now being drawn and will be completed within the week.
    An unconfirmed report said the theater would be leased, if built, and devoted to the showing of films produced by the Warner Brothers Vitaphone.
    L. Niedermeyer, principal sponsor of the project and owner of the corner lot upon which the structure will be erected, will return from Portland today, where he went on business in connection with the project. Niedermeyer plans to construct a building of architectural beauty, using the same brand of brick as used on the new Catholic church on Oakdale Avenue.
    A small force of men with teams and graders have been at work grading and leveling the site for three days, and this morning a steam shovel was also placed on the work.
    The site is located east of the federal building and is one of the choice locations on Sixth Street. It has been linked before with theater building plans.
Medford Mail Tribune, November 23, 1929, page 2


DEFINITE PLANS ANNOUNCED FOR THEATER BUILDING
Three-Story Structure to Cost $100,000 Will Rise on Corner of Sixth and Holly Streets, Says Mr. Niedermeyer.
    L. Niedermeyer of this city announced today definite plans for the construction of a three-story building at the corner of Sixth and Holly streets, to cost complete in the neighborhood of $100,000. The building will cost in the neighborhood of $60,000, and the theater furnishings and equipment and building accessories in the neighborhood of $35,000.
    On the first floor there will be four store rooms, with space for a theater. The second story will be used for offices, and the third floor for theater purposes.
    Work on the foundation is now under way, and will be rushed to take advantage of the weather conditions.
    Drawings and specifications are now in the hands of Frank C. Clark, architect, for preparation.
    Mr. Niedermeyer said that a lease for the theater space was under way, but had not been completed.
    He further stated that the structure would be modern in every respect, and of a type different from any business building now in the city. A heating plant will be erected at the rear of the building, separate from the main structure.
    Mr. Niedermeyer conferred today on the material to be used in the building, and was working out the numerous details with contractors and builders. He stated positively that the building would be erected as soon as possible.
Medford Mail Tribune, November 26, 1929, page 1


FEHL COMPLIES WITH STATUTE, OBTAINS PERMIT
Order by Council to Halt Construction on Niedermeyer Building Brings Application for Permit--Work Not Halted.
    Following a discussion of the matter at some length last night, at the conclusion of which the city council gave City Superintendent Fred Scheffel positive instructions to stop all further construction work on the new $80,000 combination theater-business building, corner of Sixth and Holly streets, now being erected for Louis Niedermeyer, with Earl H. Fehl as contractor, until a new permit had been taken out for the construction of the foundation, which is practically completed, work was not halted on the building this morning, as Mr. Fehl applied for such a permit at the city building inspector's office.
    The plans and specifications of the structure were also submitted, and the permit for the foundation was granted.
    This will be sad news to a small crowd gathered at the building scene this morning, gleefully watching the work going on, as its members, having learned of the city council's ultimatum last night, thought that Fehl was going ahead in contempt of that edict.
    Work was begun on the structure two weeks ago under a permit issued two years ago when it was thought the building would then be erected, but on complaints reaching the city officials that the specifications of the new building differed from the old one, the officials last night decided to halt any further work until a new permit was issued. The new plans and specifications, which architect Frank Clark has about ready, were submitted and a new permit issued about 9 a.m. today.
    At one of the best council meetings ever held by the present administration in the matter of unanimity of action in the discussion of and transaction of business, the last meeting of the year for the city council last night was a notable one, with every member present except John J. Buchter, who is ill at home. Action was unanimous on every matter brought up. There was not a discordant note, the mayor and councilmen agreeing on everything.
    Besides passing the new milk ordinance to ensure a better supply of milk for Medford, deciding to enforce the curfew ordinance forthwith which forbids any boy or girl under 15 years of age to be on the streets after 9 p.m., unchaperoned, instructing City Superintendent Scheffel to stop all construction work on the new theater building until Earl H. Fehl, the contractor building it, had taken out another permit from the city building department, which he did this morning, a number of minor ordinances were passed, routine matters acted on and future policies discussed.
    Whether it was the ante-Christmas spirit already influencing them, the councilmen, who seldom agree on anything unanimously among themselves without a little crabbing, stood shoulder to shoulder and declared themselves unitedly back of Mayor Pipes in all constructive matters.
    Such a spirit is seldom seen in any councilmanic body, as invariably a little difference of opinion on any subject brought up is the rule. Something has happened to bring this spirit of cooperation about, but what it is can only be conjectured.
Medford Mail Tribune, December 18, 1929, page 1


WARNER TO LEASE NEW PLAYHOUSE
Ten-Year Contract on Niedermeyer Theater Goes to Big Film Concern--
Fehl Denies Friction with City in Construction Work--Will Cost $100,000.

    The new Niedermeyer theater now under construction at the corner of Sixth and Holly has been leased for 10 years, according to a statement made today by Earl Fehl, who is associated with C. F. Niedermeyer in the establishing of the new movie playhouse, and in charge of its construction.
    "We have a signed and bonded lease," said Mr. Fehl today, "and Warner Brothers and First National pictures will be shown. Incidentally, it is not true as stated in the Mail Tribune that I rushed to the city hall to file my plans and secure a building permit the morning after the council meeting where it was threatened to prohibit continuation of the construction work.
    "The plans, which architect Frank Clark have just completed after working all week day and night, were not filed by me at the city hall until today. My relations with the city officials having control of new building construction have been frank and open from the start. I have met every requirement as it arose, and they have cooperated with me in every way. It was perfectly understood that I was to go ahead with preliminary work so as to get ahead of the weather. For this theater must be done by April, and to do this no time can be lost. The detailed plans are not completed yet, but the main points have been decided upon, and we are going ahead under full steam with preliminary drawings as a working basis."
Seat 1200.
    The plans filed show that the theater will be of the modern stadium bowl type, with no balcony or gallery, but able to seat 1200 people comfortably. Of general concrete construction, the Sixth Street front will be of pressed brick, and the east wall of tile, to conform with the desires of the Home Telephone Company, with which the wall is built flush.
    There will be four stores on Sixth Street in addition to the main theater entrance, five offices on the second mezzanine floor, more offices on the third level, and the movie operating room and theater offices on the fourth floor. The heating plant will be in a separate building entirely as a special safeguard against fire, while the proscenium arch above the roof will serve as a firewall between the stage and auditorium. Copies of the preliminary plans were dispatched today to the state fire marshal for his okay regarding exits and entrances, as well as the fire hazard requirements.
    The theater when completed promises to be one of the finest in the state outside of Portland, involving the expenditure for real estate and construction of over $100,000.
Medford Mail Tribune, December 21, 1929, page 1


EARLE DAVIS TO AID LEVERETTE, HOLLY THEATER
    Of interest to Medford and Southern Oregon theatergoers was the announcement made today by Earle Davis, well-known Medford man, that he has affiliated himself with the Holly Theater, Inc., headed by Walter Leverette. Mr. Davis will assist Mr. Leverette in managing the theater, which will probably be opened next April.
    The theater, under construction on West Sixth Street at the corner of Holly, is being built with the latest ideas of construction in mind, with especial stress being laid on the comfort of the spectators. There will be 1200 seats, arranged in stadium style.
    It is the aim of the management to bring the best in talking pictures to Medford and legitimate stage attractions whenever possible. The theater is also planned to afford an ideal place for the holding of community meetings. It is being constructed with the possibility of adding further improvements, including third-dimension pictures.
    Mr. Davis is experienced in the show business and is well known throughout this section of the state.
Medford Mail Tribune, January 8, 1930, page 1


HOLLY THEATER READY APRIL 1ST IS EXPECTATION
    At the present rate of progress it is expected that the new Holly Theater, being erected on the corner of Sixth and Holly streets, will be completed April 1, according to Earle Davis, assistant manager of the theater. Talking pictures from the Warner Brothers' studio, First National and others are now being booked, with almost a complete year's program scheduled, he said.
    Just which production will be chosen for the opening has not as yet been decided. But the formal introduction of this beautiful new theater to the Medford public will rival a Hollywood premiere, according to Mr. Davis. An elaborate prologue will be presented to the feature attraction, as well as special numbers by various bands and the American Legion drum corps.
    Among some of the outstanding talkies booked for this theater are: George Arliss in "Disraeli," "Song of the Flame," John Barrymore in "General Crack," "Gold Diggers of Broadway" and "The Show of Shows." The latter is one of the possibilities considered for the opening program.
Medford Mail Tribune, February 24, 1930, page 1


LOCAL RESIDENTS INCORPORATE FOR MOVIE OPERATION
    Articles of incorporation of the Pacific States Theaters Company were filed yesterday at the county clerk's office with capital set at $50,000. The new corporation will operate theaters in Medford, Yreka and Grants Pass and will probably carry on an expansion program later.
    The corporation articles were signed by Walter H. Leverette, Mrs. Alice P. Leverette and Ruth E. Stewart, the latter a sister of Mrs. Leverette. There is no stock for sale and it is an entirely closed corporation, Mr. Leverette said this afternoon.
    The company is operating the State Theater in Grants Pass [sic] and has the Holly Theater under construction in Medford and the Broadway ready for early completion in Yreka. The Medford show house will have its opening between May 15 and June 1st, and it promises to be a gala affair, with several film companies offering premier pictures for the opening.
    Roof girders of the [Holly] building are now being set in place, and the roof is expected to be completed in a few days. Western Electric Company sound engineers have arrived to make preparations for sound apparatus installation.
Medford Mail Tribune, April 9, 1930, page 2  At the time there were State Theaters in both Medford and Grants Pass.


FINAL COST OF HOLLY THEATER NEAR $150,000
    Work is progressing upon the Holly Theater at Sixth and Holly streets. The roof was finished last week, and it is expected that work on the interior will start this week. It is planned to have the structure completed and opened early in June.
    The structure, built by L. Niedermeyer and associates, will cost approximately $150,000. The building, originally estimated to cost $80,000, will cost close to $100,000. The equipment and interior furnishings, etc., will cost $42,000.
    The contract for the furnishing and installation of fixtures has been let to the National Theatrical Company of Seattle, Wash. It will be rated as a "deluxe theater" and will be operated by the Pacific States Theater Company recently formed by Walter Leverette. It will be modernly beautiful throughout, with large lobby, lounging rooms and other conveniences.
Medford Mail Tribune, April 27, 1930, page 3


CARPENTER KILLED BY FALL HERE
Ben Smith Plunged from Holly Theater Scaffold by Heart Attack--
Head Badly Crushed by Contact with Sharp Corner.

    Heart attack is given as a possible cause for a plunge of 30 feet from a scaffold in the Holly Theater this noon, claiming the life of Ben Smith, 55, a carpenter. An autopsy will probably be held this afternoon in an effort for definite determination.
    Smith was working on the ceiling of the theater and was standing on one of three planks when he suddenly lunged forward and fell onto the floor, his head striking a sharp corner. His head was badly crushed.
    Earl Fehl, in charge of the construction, rushed to the man but said he was dead the instant he struck or possibly before. He thinks the man was the victim of heart attack.
    Smith is believed to have two daughters living at Richmond, Calif., and he was residing in Medford with friends.   
Medford Mail Tribune, May 9, 1930, page 1


COMPLETION OF HOLLY THEATER NEAR END JULY
    Present plans point toward the opening of the new Holly Theater here the latter part of July or early in August. Workmen are now completing the structure and interior decorations are underway.
    Chairs, similar to those placed in the Broadway Theater opened at Yreka, Cal., last night, are being installed. The chairs have deep cushions and high cushioned backs. Nearly 2,000 seats were purchased by Walter Leverette, proprietor of the show house, 1,200 for Medford and the remainder for his Yreka show house.
    Theater experts from Seattle, connected with the National Theaters Association, will be in charge of the finishing touches in Medford under the direction of Louis Ebert, who just completed similar work in the Northern California city.
    Mr. Leverette has not yet selected the manager for the local establishment, but the selection will be doubtlessly confined to a local man, aided by a staff of other Medford men. The opening picture so far also has not been selected.
Medford Mail Tribune, June 20, 1930, page B5


J. NIEDERMEYER ASSOCIATED IN HOLLY THEATER
    Announcement was made today by Walter Leverette that John Niedermeyer has associated himself with the Pacific States Theater Company, Inc., to open here soon. Theater holdings of Mr. Leverette at Yreka and Grants Pass have been withdrawn from the corporation.
    Workmen are now installing sound equipment and moving picture machines. The interior decorations, the work of the National Theaters Supply Company, have been completed, and seats are to arrive here within the next ten days for installation. The opening picture has not been announced.
    The theater is rapidly developing into one of the most attractive show houses on the coast, Mr. Leverette said this afternoon.
Medford Mail Tribune, July 22, 1930, page 1


Finishing Holly Theater
    D. H. Lewis of Los Angeles, who will have charge of the finishing work on the new Holly Theater, arrived in Medford yesterday. The theater will be opened for business sometime in August.
"Local and Personal," Medford Mail Tribune, July 30, 1930, page 2


NEW PLAYHOUSE REFUSED RIGHT STREET DISPLAY
    Notwithstanding the city council's action last night, declaring in favor of a permit being granted to Walter Leverette for the decoration of Sixth Street with flags, etc., incidental to the new Holly Theater's opening, and to permit the Craterian Theater to resume its Greater Movie Season decorations across South Central Avenue, the council committee on streets at a special meeting this forenoon declined to give the permit. The committee members present were Joseph O. Grey, R. B. Hammond and Eugene Thorndike, Chas. A. Wing of the committee not being present.
    The request of Walter Leverette, promoter and manager of the new Holly Theater, whose opening date has been set for September 1st, that permission be granted for the decoration of Sixth Street with flags and banners, from August 28th to September 3rd, calling attention to the completion of the fine new theater building and the opening of the new theater, met with favor of the city council last night, and the streets and roads committee of that body was practically instructed to grant such permit.
    While the mayor and councilmen deemed that the completion of the new structure and the theater opening was worth of celebration along Sixth Street, despite its advertising feature, the request was somewhat embarrassing, in view of the fact that when manager S. G. Mendenhall of the Fox Craterian Theater, at an expense of $40, strung flags and streamers across South Central Avenue in the vicinity of the theater Saturday night, calling attention to the Greater Movie Season, the police ordered them taken down Monday morning, as they were interpreted as a violation of the ordinance forbidding advertising banners to be strung across streets.
    In view of the fact that this was done, and realizing that in fairness the competitor theaters should be treated alike, the council also last night favored granting Mr. Mendenhall permission to redecorations, if he so desired, and also left this matter in the hands of its streets and roads committee for decision.
    Messrs. Mendenhall and Leverette are good sports, despite the fact that soon they are to be strong business rivals, Mr. Leverette deplored that the Craterian Theater had to take down its decorations and on hearing of it, tried to intercede with city officials to countermand the taking down order. And even after the decorations had been taken down, Mr. Mendenhall, although he thought the order was unjust and did not violate the ordinance, as his decorations were just flags, wanted Mr. Leverette to be granted permission for Sixth Street decorations of a similar nature in connection with his theater opening.
Medford Mail Tribune, August 20, 1930, page 3


THEATERS GIVEN DISPLAY RIGHTS
    The city council committee on streets, which at a meeting yesterday forenoon when a quorum was not present refused to give Walter Leverette a permit to decorate Sixth Street with flags and banners from August 28 to Sept. 3rd, incidental to calling attention to the formal opening of the new Holly Theater and Holly Theater building on Sept. 1st, got together late yesterday afternoon by phone or otherwise, with Councilman Chas. A. Wing, who was absent from the forenoon meeting, participating and granted the permission.
    The committee also overruled its previous order, and granted the Craterian Theater management permission to decorate with banners and flags across South Central Avenue between Main Street and Eighth Street in celebration of the inauguration of the Greater Talkie season.
    At the committee's forenoon session yesterday Councilman J. O. Grey, R. B. Hammond and Eugene Thorndike were present. During the afternoon Messrs. Thorndike and Hammond changed their minds and Mr. Wing declared in favor of granting the permits.
Medford Mail Tribune, August 21, 1930, page 2


ROTARIANS TO BOOST HOLLY ST. THEATER FIESTA
    Coach Darwin Burgher, who will lead the Medford High School football squad 'round the field during the coming season, was honor guest at the noon luncheon of the Rotary Club at the Hotel Medford today. Called upon to address the club, he gave a short resume of his hopes for the coming year in football. "Downtown coaches" were informed that their advice would be welcome if not always needed, and were thanked in advance for all the boosting they may give this year's team.
    The Crews Sisters were introduced by the program chairman, Emil Brophy, and entertained the club with three harmony numbers.
    Humboldt Grieg of the Mail Tribune-Virgin radio station announced a frolic for Thursday evening in celebration of the opening of the Holly Theater Friday and advised all Rotarians to tune in.
    The club will attend the opening en masse and present Walter Leverette, who is a charter member, with a bouquet to decorate the stage, it was decided at today's luncheon.
Medford Mail Tribune, August 26, 1930, page 1


OPEN HOLLY THEATER ON FRIDAY EVE
'Hold Everything,' Warner Bros. Latest Hit, and Local Talent in 'Holly Follies' to Be Opening Attraction.
    "Hold Everything," one of Warner Brothers' latest and most successful technicolor Vitaphone hits, has been selected as the attraction which will greet Southern Oregon people who attend the opening of the new Holly Theater in this city Friday evening. This talking picture, in color, will feature an impressive cast, headed by such well-known names as Joe E. Brown, Winnie Lightner, Georges Carpentier, Sally O'Neil and Dorothy Revier, and is replete with rich and rare humor and many brand-new gags which are sure to appeal to the Holly audience at Friday's opening. Short subjects will complete the talkie program.
    The stage, too, will be represented at the Friday opening by the presentation of the original Holly Follies, a mixture of songs and dancing generously peppered with feature stunt and comic skits and featuring 50 of Medford's best-known home talent.
    Tom Swem has been busily preparing the stage. George Olsen is directing the rehearsals of the Holly's Follies while Wilson Wait is supervising the music.
Technician Here
    Dave Lewis, who has recently arrived here from Los Angeles, will act in the capacity of stage technician. Ed Andrews, Ellow Mae Wilson, George Peckham, Jack McDaniels and Bill Harris appear among the cast and the pupils of Eve Benson, Ruth Luy and Dixie Ambler Harvey's dancing schools are also included. The drum corps of Medford Post 15, American Legion, will be on hand and scores of other well-known Medford people will complete the Holly's Follies cast.
    Friday night's opening will be a gala affair in this city, and people from all parts of Southern Oregon and Northern California will be on hand to glimpse the beautiful interior of this fine new Holly Theater and enjoy the big double bill which has been prepared for them by Walter Leverette and John Niedermeyer.
Huge Investment
    The Holly Theater, which will be presented to Rogue River Valley screen and stage fans Friday, represents an investment of approximately $150,000. The building, one of the finest in Southern Oregon, is a four-story structure of the very latest construction, built by Niedermeyer, Inc., with Earl Fehl as superintendent of construction. The Holly Theater will be operated by Pacific States Theaters, Inc., a Medford company of which Walter Leverette is president and John Niedermeyer secretary and treasurer. The management of the enterprise will be handled by these two Medford men.
    Niedermeyer, Inc., owners of the Holly Theater building, is composed of L. Niedermeyer, president; E. H. Niedermeyer, vice-president; John Niedermeyer, secretary and treasurer; C. F. Niedermeyer, Otto Niedermeyer, Henry Niedermeyer, Charlotte Niedermeyer, Emma Conger and Anna Wendt. These nine members of the company comprise the board of directors.
    The Holly Theater is considered a model of its kind and is one of the only theaters in the Northwest with curtains and all lights operated direct from the projection room. Two of the latest type Super-Simplex projecting machines capable of handling all types of talking pictures are included in the equipment in the projection room, and the latest Western Electric sound system has been installed. The giant neon sign, claimed to be the largest outside of Portland, is 33 feet high with 15,000-volt power and 14 transformers. This sign, together with the brightly lighted neon marquee, will brightly light the Holly Street and Sixth Avenue section of Medford.
Medford Mail Tribune, August 26, 1930, page 1



TWELVE HUNDRED SEATS INSTALLED IN HOLLY THEATER
    Twelve hundred seats are now being placed in the Holly Theater preparatory to the opening Friday evening, with the presentation of the technicolor comic hit "Hold Everything" and the "Holly Follies," which will attract many people from all parts of Southern Oregon.
    The seats are full spring with upholstery of leather, and deep curved backs. Red velour covers with red inlay give them a gay touch, and the end standards are of bronze.
    Many attractions are booked for the Holly Theater, which will include "Mammy," "Captain of the Guard," "Sally," "Disraeli," "Resurrection," "Dixiana," "The Dawn Patrol" and "Journey's End."
    "Holly Theater--Vitaphone" is the message flashed by the giant neon sign, which is said to be the largest in the state, outside of Portland. It is 33 feet high, with 15,000-volt power and 14 transformers.
    One of the attractions which will be a drawing card on the opening program is the "Holly Follies," a program of singing and dancing put on by local talent. Musical numbers will be presented by Ed Andrews, Ellow Mae Wilson, George Peckham and Jack McDaniels. Eve Benson, Ruth Luy and Dixie Ambler Harvey's pupils from these dancing academies will entertain with dance numbers.
    The drum corps of American Legion Post 15 will also be at the theater as a part of the "Holly Follies."
    A feature of the evening will be the attendance of the Rotary Club, of which Walter Leverette, president, is a charter member. This group will be present in a body.
Medford Mail Tribune, August 27, 1930, page 2



HOLLY JUBILEE KMED TONIGHT
    Nine o'clock tomorrow morning is the time set for tickets to go on sale at the new Holly Theater, for the initial performance, which will start at 8:15. Only one performance will be given.
    In celebration of the opening, a Holly Jubilee will be broadcast this evening over the Mail Tribune-Virgin radio station, from 8 to 12. A group of valley artists will be present at the studio, including Jim Grieve and his orchestra, Frankie and Al, the Crews sisters, Banjo Jackson and George Olsen.
    Frankie and Al, who appear daily on KMED programs, will make their first public appearance in Medford on the stage at the Holly tomorrow evening. Frank Delmar and Alvin Briggs play the steel and standard guitars. They have been with station KFRC and other popular broadcasting houses in the South, and also on NBC programs.
Medford Mail Tribune, August 28, 1930, page 1



MIDNIGHT MATINEE AT HOLLY
Sellout of Evening Seats Forces Second Performance of Film Comedy, Starting 12 O'Clock in Medford's New Theater.
    Before noon today seats for the Holly Theater premiere were sold out. Owing to the inability of the Pacific States Theaters, Inc., to accommodate those wishing to attend the initial show, a midnight matinee will be featured tonight, beginning at 12 o'clock. Seats will be on sale at the box office at 9:00 o'clock and a half-dollar admission will prevail. No seats will be reserved.
    "Hold Everything," the feature technicolor comedy hit of the evening, will again be shown, and a few acts of Holly's Follies will be presented under the direction of George Olsen.
----
    As the curtain goes up and silver drapes are parted, a modernistic background, made up of the brilliant hues of the rainbow, forming the stage settings will greet the eye of approximately 1200 people at the initial performance in the Holly Theater on the corner of Sixth and Holly streets this evening when the Holly's Follies and the comic hit "Hold Everything" are presented.
    Usherettes in white and red suits will be in the lobbies to direct patrons to the reserved seat sections. The large auditorium is of amphitheatric style, with seats of leather upholstery and plush backs.
    Large pictures of outdoor scenes lighted behind screens add attractiveness to the room.
    Both the inner and outer foyers have been furnished and decorated to lend quiet and comfort to the rooms, with lighting arrangements showing the handiwork to the best advantage.
    Warner Brothers' techni-colored film "Hold Everything" will be the screen attraction tonight, with famous actors and comedians included in the cast. Among them will be Joe E. Brown, Sally O'Neill, Georges Carpentier and Winnie Lightner.
Local Talent Aids.
    Acrobats, singers and dancers--fifty of them--will add to the premiere program tonight.
    George Olsen, famous for his musical talent, is director of the "Holly's Follies." The orchestra is under the direction of F. Wilson Wait.
    Snappy dance hits are executed by pupils of Ruth Luy, Dixie Amber Harvey and Eve Benson, with feature dances starring Miss Ethel Chord and Miss Zoe Dell Lantis. Noel Benson and Miss Chord gracefully and rhythmically dance the tango.
    Part of the program is more of a classical nature, with Ellow Mae Wilson, George Peckham and Jack McDaniels, known by their singing over the radio. All have won honors in Atwater Kent auditions.
    Miss Wilson will also delight the audience with a whistling number, and Ed Andrews will be there to give two of his musical selections for which he is renowned.
Dancers on Program
    Noel Benson and Helen McAllister do a clever tap dance at the same time one of the well-trained choruses puts on a few fancy steps.
    Gordon Turner and Jewell Waddell, star tumblers at the senior high school last year, give an exhibition which is quite unusual. Both boys were under the training of Wendell Van Loan during the school year.
    An acrobatic number, in which Gordon Turner is starred with LaMurle Beck, is one of the outstanding attractions of the revue. They have appeared on previous programs together and have won much favorable comment.
    Comedy is added to the follies by George Olsen and several of the chorus girls.
Medford Mail Tribune, August 29, 1930, page 1



NEW THEATER IS DREAM OF FEHL
    The new Holly Theater [is the] product of the determination of Earl Fehl, superintendent of construction, to build and operate a theater in Medford. Several previous attempts were made by him to purchase suitable locations, but were never obtained, due to unfortunate circumstances.
    Several years ago Mr. Fehl purchased the lot where the theater was built this summer, and was able to assist the owners in financing the building. Work was started on the theater in November, but as plans were not completed, further work was delayed until after the first of February.
    Mr. Fehl, who had charge of the purchasing of all materials, bought everything possible in Medford and Jackson County. All material in the theater was purchased through local dealers. Plans for the building were drawn by Frank Clark, architect.
Medford Mail Tribune, August 29, 1930, page 4

Medford Mail Tribune, August 29, 1930
Medford Mail Tribune, August 29, 1930
New $150,000 Holly Theater Opens Tonight
Niedermeyer, Inc. Owners of New Four-Story Building
Which Houses Theater, Shops, Offices

BUILT FOR BEAUTY AND EFFICIENCY
New Four-Story Holly Theater Building Embodies Best Modern Practice--
Finish and Furnishings of Auditorium Please.
    On the corner of Sixth and Holly streets one of the finest buildings recently erected in Medford will be opened to the southern Oregon and northern California public Friday evening, when the new Holly Theater, located in the Holly building, constructed by Niedermeyer, Inc., with Earl Fehl, superintendent of construction, presents its opening program.
    The four-story building has the main entrance in the center on Sixth Street, with two sales rooms on each side of the box office. Offices are also located on the second and third floors.
    The front of the building is finished with mottled color rug brick, varying from light cream to rich brown and laid with a Flemish bond, emphasized with a diagonal design of dark brick. A massive cornice with tile effect caps the wall.
Entry Sheltered
    The entrance to the theater is sheltered by a huge marquee of metal. Upon entering the lobby, a gay assembling of color is noticeable in the brilliantly colored carpet, of the "water weave" design. The inner foyer is decorated in the same style as the outer. Woodwork to the pilasters and beams is finished in a soft walnut tone, with the molds striped in gold and red. Doors and pilasters are hand-painted and done in a conventional scroll pattern.
    Two drinking fountains are located in the lobby, one for adults and a small one for children.
    From the inner foyer are two stairways leading to the upper lounge, a large room extending the full width of the building. Surroundings and furnishings lend a quiet and restful atmosphere to the room. The stadium-type auditorium, which will seat 1200 people, is one of the most distinctive and unusual on the Pacific coast.
Acoustics Studied
    In building this room, sound values were chief considerations, and checks were made by two of the United States' leading acoustical firms. Talking pictures heard over the new Western Electric sound system will give a new meaning of [sic] Vitaphone productions to this valley.
    All aisles are covered with carpet, and the floors with Mastipave. The stage is fitted with the latest equipment and complies with all state and theater rules regarding fire hazards.
    Asbestos drop curtains automatically lower in case of fire, and skylights, which are equipped with fusible links the same as the curtain, open to permit the smoke to go out.
Cut Fire Hazard
    The projection room is equipped with Super-Simplex projection machines and the Western Electric sound system, as well as wiring to broadcast from radio station KMED. The room is fireproof, and is supported from the ground by reinforced concrete columns and girders.
    In case of fire, all doors and windows immediately close, and a fan in the ceiling pumps the fumes and smoke out of the room. Thus all openings from the projection room to the theater auditorium are closed, and the floor and walls of the room being of concrete makes it impossible for fire in the operating room to work into the main room. Each projection machine is equipped with a compressed air device to be used in case the film ignites.
Temperature Regulated
    Six dressing rooms are located in a separate wing of the building. The basement of this wing contains the heating plant. In the winter the air will be warmed and sent into the room from the ceiling and forced down. The lower air will be forced out of 22 ducts, located on each side of the auditorium. An even temperature will be maintained in the room.
    The same system will be used in the summer, but the fresh air will be blown across a water filter, taking all dust out of the air and at the same time cooling it. The system is automatically controlled by thermostat.
    Four large lights with parchment shades are in the theater, and lights along the ramps and steps illuminate them at all times. Lights situated in the ends of the rows of seats add to the illuminations.
Has Signal Light
    A signal light has been installed in the ticket office so at any time if the attendant wishes aid, the pressing of her foot on the front panel will illuminate the light calling assistance.
    When a certain section of the house becomes filled, the usher touches a switch at either ramp, and the signal light in the inner foyer indicates that patrons are to be sent to other sections.
    All plumbing fixtures throughout the building are modern, and comply with the state plumbing code in all respects, regarding proper installation.
Fireproof Walls
    The entire building is lathed with gypsum board, the plaster material being bound in heavy paper at the manufacturer's plant, then applied to the studded walls, after which three coats of plaster are added, making a wall that is considered fireproof.
    The roofing material is formed of heavy layers of roofing material mopped in hot asphalt and covered with gravel embedded in the asphalt.
    On the corner of the building a huge neon sign, which can be seen on Sixth, Holly and Main streets, is shown, with the name of the theater and "Vitaphone" on it. This sign is 33 feet high and 9 feet wide, said to be the largest in the state of Oregon outside of the city of Portland.
Medford Mail Tribune, August 29, 1930, page C1


HOLLY OAK FLOORING FURNISHED BY WOODS
    Oak flooring in the Holly building was purchased from Woods Lumber Company, Jackson and Genessee streets.
    Other material for the new structure included Celotex wall insulating board and a portion of the lumber.
Medford Mail Tribune, August 29, 1930, page C2



BRILL MADE LIGHTS FOR HOLLY THEATER
    Brill's Sheet Metal Works made and installed many of the lights and fixtures in the new theater building which will be opened tonight.
    In addition to putting in strip lights, olivette lights, orchestra lights and spot lights, Brill's shop had charge of considerable work in the projecting room.
Medford Mail Tribune, August 29, 1930, page C3



HOLLY MATERIAL PURCHASED HERE
    Local merchants were patronized generously by the owners of the Holly building during its construction, and they look upon the finished product with a great deal of pride.
    Among the Medford firms which participated in building the theater are the following: Browne Hardware Company, furnishing the hardware used in making the stage; A. L. Vroman and Sons had charge of putting in plumbing fixtures throughout the building; Bliss Heine, decorating specialist, was the official decorator for the Holly.
Medford Mail Tribune, August 29, 1930, page C4



PEOPLE'S INSTALLED HOLLY LIGHT SYSTEM
    One of the outstanding features of the new Holly Theater is the excellent lighting system which was installed by the People's Electric Store.
    The handsome fixtures which add much to the attractiveness of the interior were furnished and installed by People's. Some of the most beautiful fixtures may be seen in the Holly Theater lobby where no effort has been spared to create an artistic entrance to the main auditorium.
Medford Mail Tribune, August 29, 1930, page C4



NOVEL EFFECT THROUGH USING SPECIAL LIGHTS
Beauty of New Holly Theater Enhanced by Innovations in Illumination--Huge Sign Feature.
    Imagination in the artist calls for ingenuity on the part of the engineer. Particularly is this true in the new Holly Theater. Here the artist created in his mind an artistic or dramatic effect. Then turned the idea over to the engineer, who provided for the machinery to make it a reality.
    Because of the beauty of the interior of this new theater, appreciable only under special lighting, a distinct innovation was introduced in the use of especially designed fixtures employing many lamps. The use of this special lighting creates a novel effect particularly valuable for special occasions such as premieres and special performances. They reveal, too, the inherent beauty of the architectural details and the true colorings employed in the decorative scheme.
Sign Is Feature
    The new neon outdoor sign is another beautiful architectural achievement, the three-color effect flashing in spectacular fashion. The sign is double-faced, and its position on an angle across the sidewalk on the corner makes it visible from four directions.
    The California Oregon Power Company furnishes power to light the 55,055 watts in lights used in the interior and on the outside, as well as the 26 horsepower in motors that are used in the operation of the many daily calls for labor.
    The result of this new show house, just rounding out, sets up a new goal for electrical efforts not equaled in any city in Southern Oregon or Northern California. As it now stands, it embodies a number of innovations in both engineering practice and effects achieved.
Medford Mail Tribune, August 29, 1930, page C5


LAMPORT'S HARDWARE USED FOR BUILDING
    Much of the builder's hardware for the construction of the new Holly Theater was furnished by Lamport's Hardware and Sporting Goods Store.
    Schlage locks and Corbin automatic fire panic bolts were some of the articles used in completing the building. All Hemispar varnish used in finishing the interior of the Holly was purchased from Lamport's.
Medford Mail Tribune, August 29, 1930, page C8



HOLLY FOLLIES FEATURE FIRST NIGHT PROGRAM
Local Talent Makes Hit in Opening of Fine New Theater--Owners Introduced to Audience
    The new Holly Theater was opened last night in a blaze of glory with every seat filled, and a special midnight performance for the overflow.
    The big hit of the evening proved to be Holly's Follies, put on by local talent under the direction of George P. Olsen, which preceded the feature film, "Hold Everything," a colorful and amusing production by Warner Brothers, featuring Joe E. Brown, Winnie Lightner and the famous French actor-heavyweight, Georges Carpentier.
    The opening was a genuine public event, Olsen as master of ceremonies, calling on Mayor Pipes as representative of the city, L. Niedermeyer, John Niedermeyer, Walter Leverette and Earl Fehl, as the owners and builders of the theater and fire chief Roy Elliott representing the civil service. As each name was called the man mentioned stood up in the audience, but no formal speeches were made. Mr. Olsen read Mayor Pipes' letter congratulating the owners of the building upon their achievement, while Fire Chief Elliott told the audience that after an inspection, he could say that the theater was as nearly fireproof, and as perfectly protected from fire, as human ingenuity could devise.
Follies Prove Hit
    The Holly's Follies proved to be the best amateur performance put on in Medford for many a long day. The vocal work, dancing specialties and comedy stunts were all excellent, every number being greeted by enthusiastic applause. Ed Andrews, veteran actor and comic opera star of the famous Andrews brothers, received a genuine ovation when he sang a comedy song, as did Ellow Mae Wilson, Medford's prize-winning radio vocalist. The girls of the Eve Benson dancing academy, the Dixie Harvey girls, and the Ruth Luy girls shared stellar honors in the specialty dancing, while in the feature work, Douglas Fox (himself), La Murle Beck and Gordon Turner in the Fisherman and the Maid, Ethel Chord and Noel Benson in a delightful tango, were all outstanding hits.
    Members of the Rotary Club presented Walter Leverette with a beautiful emblem in flowers, Mr. Leverette being a charter member of the organization.
    The program follows:
Overture--Wilson Wait orchestra
Star Spangled Banner--Entire company
Opening chorus--Geo. Olson, Dixie Harvey Girls (Solo tap dance, Zoe Dell Lantis, Jane Antle)
Vesti la giubba (Pagliacci)--Jack McDaniels
Nonsense
Theme Song--Ellow May Wilson, George Olsen and Dixie Harvey Girls.
More Nonsense
Dance specialty--Douglas Fox.
For No Good Reason.
Eve Benson Dancing Academy:
Three-Legged Chorus--Eve Benson Girls (tap dancers: Helen McAllister, Noel Benson)
The Fisherman and the Mermaid--LaMurle Beck, Gordon Turner.
Argentine Tango--Ethel Chord, Noel Benson.
Comedy song--Ed Andrews (accompaniment, Mrs. George Andrews)
For No Better Reason
Duet--Ellow Mae Wilson, George Olsen and Dixie Harvey Girls.
Acrobatic specialty--Gordon Turner, Jewel Waddell and Robert Elson (Eve Benson Dancing Academy)
Asleep in the Deep
Big Bass Viol--George Peckham
Character song--Dixie Harvey and Girls ("John" Helen McAllister)
Demonstration--American Legion Drum Corps.
Guitar specialty--Frankie and Al (from KMED)
For No Reason at All
Finale--Entire Company.
    Girls of the Eve Benson Dancing Academy: Doreen Leverette, Dorothea Meyer, Jean Chamberlain, Maxine Rohnert, Evelyn Randal, Lucille Simmons, Barbara Drury, Gertrude Haskins, Laura Drury, Helen Wood, Verna Forncrook, Maxine Vaughn, Alene Ray, Rae Simmons, Louise Elrod.
    Dixie Harvey Girls: Adra Edwards, Deah Higdon, Goldie Higdon, Anna May Fuson, Lucile Lowry, Ruby Stone.
    Ruth Luy Girls: Zoe Dell Lantis, Jane Antle.
    Pages--Dorothy Burgess, Madelyn Schade.
Medford Mail Tribune, August 30, 1930, page 8



KOPPES CONFUSED BY SPLENDORS OF NEWEST THEATER
    R. A. Koppes, off on a vacation from duties at the Mail Tribune, made his first visit to the new Holly Theater recently and for a time thought he had wandered into the ladies' lounge while making his exit from the building, after witnessing the evening's performance.
   He entered the show on the lowest landing and sat for a time in one place, but anxious to try out as many seats as possible in the building, he kept moving back and then up the stadium rows of seats. He reached the top when the show was over.
    He did not leave the same way he entered, but came out on the mezzanine floor, with its many decorations and lounging chairs. He stood aghast and thought he had wandered into a wrong department, but no one took special notice of him.
    After 10 minutes figuring out his next move, he followed people going down the steps at either end of the floor.
    When he finally found his way to the street, he immediately rushed over to DeVoe's and ate three limburger cheese sandwiches to calm his nerves
Medford Mail Tribune, September 6, 1930, page 3



Stand On Your Head for Best View of Movies Is Advice of Holly Expert
(By Eva Nealon)
    "Stand on your head at technicolor productions and you can sense its approach--the third dimension in motion pictures"--this is the advice of Dave Lewis, motion picture production expert, who leaves Medford the last of the week to continue his work in Los Angeles after installing the equipment in the new Holly Theater. "Of course it would be much easier for the gentlemen than the ladies," he explained, trying to visualize for the small crowd gathered in the projection room at the Holly a night's showing at the theater with all guests sitting or standing--on their heads.
    But the third dimension is coming to the screen, and its first hint is found in the impression occasionally gained through a technicolor production. Standing on the head puts the mere critical muscles of the eye into use, is the excuse Mr. Lewis then gave (seriously or non-seriously) for advising the audience to adopt such unusual posture.
    Larger films he also predicted for the motion picture world. Films that will produce life-size pictures on the screen, giving the stage the same atmosphere it enjoyed during the reign of the now waning legitimate productions.
    Greater advances have been made in the screen world during the past 15 years than any as yet forecast for the future, he continued.
    "The equipment in this one booth," he stated, "represents more money than the amount required to completely equip the average theater in 1915. And yet we have no moving pictures, contrary to public opinion," he added and waited for someone to ask "why?" Someone did and he described the motion picture process, showing that all scenes are "still" pictures, shifted so rapidly that an illusion is created for the onlooker.
    "It is all accomplished through deception," he added. "But don't tell the people. They might quit coming to the shows.
    "Half the time there is only darkness on the screen, but human eyes cannot register rapidly enough to detect it. Sound pictures take advantage of similar hearing conditions. Fortunately the ear protects itself against violent sound waves. If the ear didn't, the volume sometimes escaping from the talkies would break the drum."
    Turning to the emergency lighting equipment, which is an interesting feature of the Holly Theater, he stated, "As long as there is gravity there will be light in this theater, regardless of what the power companies do. That is, enough light for the guests to see their way round. Of course, if they turn off the switch the show will stop. But this contraption will automatically turn on exit and flood lights. The contraption is ruled by a tube of mercury."
    Plans for making a talking picture of a commercial nature in this city, sometime during the winter season, were disclosed by Mr. Lewis, who will return to Medford with the production company in December.
    John Widner, formerly with the Fox company, and Robert Patterson, formerly with the Pelican Theater in Klamath Falls, will continue with the operation of the equipment at the Holly following Mr. Lewis' departure.
Medford Mail Tribune, October 1, 1930, page 4



GEMS OF OPERA SCORE HIT WITH HOLLY PATRONS
By Irva Fewell
    It all ended too quickly--the selections from Balfe's Bohemian Girl, last evening at the Holly Theater, under the direction of Geo. P. Olsen--and the rendition of "Praised Be Heaven," the finale, left the audience wishing for additional numbers.
    The presentation opened with "Silence the Lady Moon," sung by the chorus, followed by the selection "In the Gypsy Life." The theater rang with applause when Effie Herbert Yeoman, in the role of Arline, sang "I Dreamt I Dwelt in Marble Halls."
    Colorful numbers in the show were "Happy and Light" and "Life Itself Is at the Best," as given by the excellent chorus in gypsy garb.
    "From the Valleys and Hills" was sung by the quartet. Ed Andrews, perhaps one of the most famous of Southern Oregon's artists, pleased his many admirers as Devil's Hoof, the part he has played so many times professionally.
    Ruth Hamilton, as the Gypsy Queen, sang the contralto score: Mrs. Yeoman, as Arline, the soprano, and Mr. Olsen, as Thaddeus, sang the tenor part.
    Eve Benson's pupils presented the "Russian Gypsy Dance," preceding Mr. Olsen's solo, "Then You'll Remember Me," one of the choice selections of the opera, wonderfully interpreted by the artist who has sung the role in stage productions.
    "Praised Be Heaven" was the final number. Mrs. George Andrews at the piano and Mrs. W. T. Bolger, violinist, played the accompaniment.
    Members of the chorus were Natalie Hamilton, Ethel Burgess, Mrs. Rupert Maddox, Mrs. Chester Wendt, Pauline McNeill, Eldora Terwilliger, Ralph Burgess, Marmie Olsen, Chester Wendt, Rupert Maddox, Lloyd Simonson and Laverne Southerlin.
    Dancing students appearing were Helen Wood, Louise Elrod, Helen Patton, Helen McAllister, Doreen Leverette, LaMurle Beck, Maxine Vaughn and Margaret Geer. The special attraction will be repeated tonight.
Medford Mail Tribune, October 22, 1930, page 3


TWO FEET HIGH TUESDAY TREAT HOLLY THEATER
    A special "selection" treat is announced for all theater goers who spend Tuesday evening at the Holly Theater. Whether your candidate wins or loses you will enjoy the presentation of "Two Feet High," to be staged under the direction of Thomas Swem in connection with various other features promised in the program.
    The clever little musical comedy written by Mary Greiner Kelly and Jeunesse Butler will be presented under the auspices of the Business and Professional Women's Club with all local cast.
    Rollicking musical numbers will be interpreted by some of Medford's foremost leaders in the terpsichorean art.
    An extraordinary laugh production is promised on the screen for the same evening, Eddie Quillian in "Night Work."
    In the cast of the legitimate production will be Miss Dorothy Ness, Medford's charming redhead, who has appeared in various amateur plays of the past, Robert Miksche, who is also known to all followers of the doings of this city's little theater group, Harry Hinman, her of "Mrs. Bumpstead-Leigh," and Dixie Ambler Harvey, popular in drama and dance.
    "Take Time To Be Happy," the leading love song, will be sung by George Olsen, who has had much professional experience on the stage and interpreted by Ethel Chord, with an exhibition waits.
    LaMurle Beck, student of Eve Benson's dancing academy, will do a toe dance and appear in an adagio number, "Spirit of Spring," with Gordon Turner and Sidney Elliott.
    Students of Miss Ruth Marie Luy, who will present several chorus numbers, are Frankie Rinabarger, Freda Underwood, Patricia Young, Dorothy Burgess, Virginia English, Dorothy Gore, Betty Johnston, Jane Antle, Rosa Gore, Zoe Dell Lantis, Ruby Stone, Alice Prock, Evelyn Herman and Jane Antle.
Medford Mail Tribune, October 28, 1930, page 6


ELECTION NIGHT SHOW AT HOLLY SURE TO PLEASE
    "Two Feet High"--and perhaps higher--the good humor of Medford will soar Tuesday evening if they attend the program of singing, dancing and fun on stage and screen to be presented at the Holly Theater. For "Two Feet High," the musical comedy to be staged under the auspices of the Business and Professional Women's Club, is just one of the many features included in the bill, which is a regular ballot. And one which is going to please regardless of which way the political wind blows.
    Election news will be announced during the evening's performance.
    The amateur production is being directed by Tom Swem and will feature an all-local cast of singers, dancers and actors.
    Written by Mary Greiner Kelly and Jeunesse Butler, the plot of the musical comedy centers round the life of the business woman who is too businesslike to be successful. She outgrows this fault, however, and Dorothy Ness, who plays the role of "Minnie," gives an entertaining portrayal of her two moods.
    Other members of the cast are: Harry Hinman, Robert Miksche and Dixie Ambler Harvey. They play the major roles and are assisted by George Olsen, tenor, LaMurle Beck, Gordon Turner, Sidney Elliott and Ethel Chord, dancers from Eve Benson's academy, and two spirited choruses from Ruth Marie Luy's dancing classes.
Medford Mail Tribune, October 30, 1930, page 3


Drama, Dance and Song Add Interest to Election Night Plans at Holly
    A program of music, dancing, singing, on stage and screen is promised the people of Southern Oregon for election night at the Holly Theater along with all the latest reports on election news, according to announcement yesterday.
    The second staging of "Two Feet High," musical comedy, written by Mary Greiner Kelly and Jeunesse Butler, will be spiced with bulletins on the progress of all candidates. The comedy happily lends itself to this innovation. Thomas Swem, who is directing "Two Feet High," is well pleased with the cast he is presenting in the show and promising many interesting new features in this second staging.
    "Two Feet High" will be presented on the same evening that "Night Work" is coming to the screen at the Holly, starring Eddie Quillan, Sally Starr and little Douglas Scott. So a night of light comedy is promised to the public to soothe the ills that may develop from the election of the wrong candidates.
Put Feet on Desk
    The plot of "Two Feet High" has evolved from the statement of Dr. Olga Stastny, "Put your feet on the desk and loaf like a man." One of the leading song hits is written on this advice, and the recreation of Minnie, the tired business woman, is the result of its adoption.
    When the play was presented before the state convention of Business and Professional Women, it met with such success that the second staging was arranged by the local club. Many new features have been added to the show and several local artists have joined the cast for the first time.
    Miss Dorothy Ness, who will play the part of Minnie, is known best for her wealth of red hair and splendid stage voice. She has appeared in several amateur productions here. Robert Miksche and Harry Hinman are both known to local theatergoers, as are Dixie Ambler Harvey and George Olsen.
Varied Dance Numbers
    Students of Eve Benson and Ruth Marie Luy, local dancing instructors, will add much of color and beauty to the production in solo and choral numbers.
    LaMurle Beck, Gordon Turner and Sidney Elliott will dance the adagio number. LaMurle will also do a toe dance and Ethel Chord will interpret "Time to Be Happy," waltz number, which George Olsen, tenor, will sing.
    The stenographer chorus will be composed of the following students from Miss Luy's class: Ruby Stone, Zoe Dell Lantis, Alice Prock, Rosa Gore, Evelyn Herman and Jane Antle. In the office boys' tap number will be: Frankie Rinabarger, Freda Underwood, Patricia Young, Dorothy Burgess, Virginia English, Dorothy Gore, Betty Johnson, Jane Antle, Rosa Gore and Zoe Dell Lantis.
Medford Mail Tribune, November 2, 1930, page 4


LOCAL TALENT IN SKETCH AT HOLLY THEATER TONIGHT
    All Medford people will be seeking entertainment tonight while they await election news. And a special treat is promised those who are drama minded, along with the thrilling picture to be presented at the Holly Theater for moderns, "who prefer talkies."
    The special program includes "Two Feet High," musical comedy written by Mary Greiner Kelly and Jeunesse Butler, to be staged under the direction of Tom Swem, and "Night Work," screen comedy, starring Eddie Quillan.
    "Two Feet High" includes an all-local cast, composed of several of Medford's favorite amateurs. They are Dorothy Ness, Dixie Ambler Harvey, Harry Hinman and Robert Miksche. George Olsen, who has had much experience in light opera on the professional stage, will sing the love song.
    Dancers, who are students of Ruth Marie Luy and Eve Benson, will interpret the song numbers with many solo and chorus features.
    The show will move rapidly along, interrupted only by reports of election news, which will be enthusiastically received by the large crowd expected to visit the Holly for this special bill.
    "Two Feet High" is being staged under the auspices of the Business and Professional Women's Club, and the money realized from the show will be added to the club fund.
Medford Mail Tribune, November 4, 1930, page 8


Holly Is Fair
To the editor:
    A great many citizens of Medford have misconstrued an article printed in this paper of recent date pertaining to Mr. Earl Fehl being placed on the unfair list by the Medford Central Labor Council, due to Mr. Fehl's attitude towards organized labor during the construction of the Holly Theater building.
    The Medford Central Labor Council wishes it to be known that they do not declare the Holly Theater and its management or any other tenant of the building unfair, but do declare Mr. Earl Fehl to be so.
    The managers of the Holly Theater have employed union labor in the installation of their theater equipment and are operating the theater with the help of union labor.
    The Medford Central Labor Council heartily endorses the policy of the Holly Theater in this respect and regret that any article presented to the press by them has been misconstrued.
CENTRAL LABOR COUNCIL COMMITTEE
"Communications," Medford Mail Tribune, November 7, 1930, page 6


PATRIOTIC PROLOGUE A FEATURE AT HOLLY
    A patriotic prologue was a feature at the Holly Theater last evening, put on by George Olsen, his brother, Fred Olsen and Miss Ethel Chord.
    "Dream of the Big Parade" was a dramatic selection given by Geo. Olsen, accompanied by Fred Olsen. The latter arrived in Medford from Racine, Wis., a few days ago to make his home. He is well known as an accomplished pianist, orchestra director and singer.
    "Roses of Picardy" was included in the prologue and Miss Chord portrayed the part of a Red Cross nurse.
Medford Mail Tribune, November 12, 1930, page 4



Medford Pilot Who Aided in Filming "Hell's Angels"
"Died" 30 Times in Clouds

    "I was an Englishman one day and a German the next and was killed 30 times during the picture. But I still insist it's the greatest drama of the air ever filmed." Harry Crandall, stunt flier in "Hell's Angels," gave this description of the picture yesterday afternoon to the little group of air-minded motion picture fans who gathered around him at the local airport, to hear something about the gigantic production coming to the Holly next Wednesday from "one who was in it."
    Crandall, who now flies for Pacific Air Transport from Oakland to Medford, spent seven and a half months working in "Hell's Angels."
    "I've seen the whole of it, and I've seen it in pieces," he continued, "and it's wonderful. It's technically perfect. Huges spared nothing in making it the greatest air picture ever filmed. It cost four million dollars."
    Crandall's job in the picture was to bring down "all the planes in flames." His face was always dirty, as the photographs taken on the lot, which will be on display at the Holly Friday night, will show.
    He will appear in person at the Holly Theater for the opening of the picture and tell the audience several things about the filming of "Hell's Angels" that are not revealed on the screen.
    "Yes, there were three men killed while the picture was being filmed," he admitted yesterday, when questioned, "but I'd rather not talk about that. Just one is in the picture. He was killed when the bomber caught fire and went into a dive."
    Speaking of the stars in the picture, Crandal said, "Ben Lyons and Jimmy Hall had over 30 hours apiece in the air. I know they did because I saw them, dived after them lots of times. The main air scenes were taken at San Diego and over the San Fernando Valley. The dirigible scenes can't be exaggerated. Lots of the stuff can never be duplicated. Strange things happened and the camera men were on the job. For instance, the meeting of the two formations when the 18 English ships attack the German ships in what is known as a ‘dog fight.'"
    Asked about the 26-year-old millionaire nephew of Rupert Hughes, who is responsible for the production, Crandall smiled. "He's a real fellow, I've eaten many box lunches with him out on the lot and shot dice by the hour. That's the kind of man he is. He is one of the biggest reasons for the success of the picture. The pilots would do anything to please him. He's not money mad. And he has upset the picture business."
    "Dance halls, soldiers' love affairs, life before and after the war" were listed by Crandall as interesting sidelights of the picture. "And you never saw a story wind up like this one does," he concluded. "No, I'm not telling; you have to see it to understand."
Medford Mail Tribune, November 19, 1930, page 5


HOLLY DISPLAYS CRATER LAKE IN NATURAL COLORS
    All over the United States crowds are viewing Crater Lake, Southern Oregon's natural wonder in all its beauty of color, depth and shadow--just as residents of Medford are seeing in this week in the "Strange as It Seems" feature being shown at the Holly Theater.
    Phantom Ship at sunset, Wizard Island, dim through a veil of shadows, and the water in its own true blue are shown in this special reel along with hosts of other unusual places and happenings of the globe.
    The true "Land of the Sky Blue Waters" is the title given the scenes of Crater Lake in this natural color film. "Strange as It Seems Feature" is also a sound production, and a description of the lake follows the scenes. The history of the eruption of old Mt. Mazama is also included.
    Hosts of Southern Oregonians were thrilled last evening when the scenes appeared on the screen at the Holly.
    Many more will visit the theater tonight, tomorrow and Saturday to see their favorite of all world wonders brought into prominence on the screen.
Medford Mail Tribune, December 18, 1930, page 3


Christmas Program of Carols and Dancing to Be Featured at Holly
    A special Christmas program will be presented at the Holly Theater the evenings of Tuesday and Wednesday, December 23rd and 24th, in connection with the feature picture "Her Man." There will be one showing of the stage attraction each evening at 9:10 o'clock.
    Old-fashioned Christmas carols, dear to the hearts of all people, will be sung by a chorus of 20 voices.
    A program of dances will be presented by Eve Benson's dancing academy. In the program will be "The Magic Clock," "The Dance of the Wooden Soldiers" and "The Hymn of Joy."
    The latter is a feature number and will include 26 dancers. The same dance will be presented at the Loew Warfield theater, San Francisco, during the holiday season. It is a bacchanale constructed in honor of the god Bacchus. It is a very beautiful and spectacular production.
    Dress rehearsal has been held after six weeks of work and the production has reached a finish, which assures the public something unusual in the presentation of home talent.
    A beautiful Christmas tree will be included in the stage decorations at the Holly, and every effort made at extra cost to give the public a program suitable to the holiday season.
    George P. Olsen of the Holly staff, who has had years of experience on the legitimate stage, is arranging the special added attractions.
Medford Mail Tribune, December 21, 1930, page 5


MEDFORD BEAUTY IN HOLLY MOVIE
    All Medford will visit the Holly Theater Christmas Day to see on the screen one of the city's fairest daughters, Murrel Finley, who makes her screen debut in her old home town in one of the most colorful productions of the year, "Whoopee."
    Miss Finley was chosen by Florenz Ziegfeld, famous follies producer, who directed "Whoopee," as one of the eight most beautiful girls in Hollywood. She is the daughter of Mrs. William Swartz of this city and well known here by hosts of people who have come to think of her as the "Golden Girl," the name given her by show critics several years ago.
    She is now returning from a several months tour of Europe, where she visited in Spain, Germany, the Scandinavian countries and England, making her headquarters in London. While there she was guest of Lloyd George and other internationally known figures. She will stop in New York to start work in a new screen production upon her return to the states.
    She plays a prominent part in the chorus of "Sin Takes a Holiday," in which Constance Bennett is starred. This picture also will be featured at the Holly Theater in the very near future.
    In "Whoopee," Miss Finley appears in costumes which were especially created to emphasize her blond loveliness, feathers, plumes, chiffons and laces--all have been woven into diaphanous lines which enhance her natural beauty.
    The elaborate headdresses chosen for her dances fail to rob any of the sheen from her golden hair.
    Photographs taken in several of the costumes worn in "Whoopee" are now on display at the Holly Theater, where the picture will open Christmas Day to play for the remainder of the week.
Medford Mail Tribune, December 21, 1930, page 7


HOLLY SHOWS SCENES AT ROSE BOWL GAME
    Medford theatergoers will see today the exciting game played yesterday in the Rose Bowl by the Washington State and Alabama teams, George Olsen of the Holly Theater announced this morning, for the Pathe report of the game arrived on the train this morning with scenes from the Tournament of Roses. This unusual service is being extended Medford people by the Holly Theater along with the showing of "Sunny," in which Marilyn Miller is starred.
Medford Mail Tribune, January 2, 1931, page 6


LEVERETTE SELLS HOLLY INTEREST
    An announcement was made today that Niedermeyer Incorporated has assumed the interest of Walter Leverette in the Holly Theater of this city, and that popular amusement house will now be under the management of John Niedermeyer. The sale of his stock in the Holly Theater will enable Mr. Leverette to devote his entire time to the management of his theaters in Grants Pass and Yreka and various other interests in southern Oregon and northern California.
    John Niedermeyer, who will now have entire management of the Holly, has been identified with the management of the Medford theater since its opening last year.
Medford Mail Tribune, January 9, 1931, page 1


FIRST VOTE CAST BY JUDGE COLVIG WAS FOR LINCOLN
    With Abraham Lincoln's birthday occurring next Thursday, also marking the opening of the superproduction at the Holly Theater of "Abraham Lincoln," Judge William Colvig, nearing his 86th birthday, was in a reminiscent mood today and recalled the first vote he ever cast was for Lincoln back in 1864 when the judge was a member of the United States cavalry stationed at Fort Klamath.
    There were 94 men in the company, and when election day came only one man failed to vote for the "Great Emancipator." There were no ballots and each soldier made known to the officer in charge, who marked the vote in a poll-book. When came the turn for the judge to vote, he announced he was not of age.
    "If you're old enough to be a soldier," the officer told him, "you're old enough to vote," and so the judge cast his ballot for Lincoln.
    The only dissenting vote was cast for General McClellan by a soldier, on grounds that he had served under the general before the Civil War.
    The Holly Theater will present a free matinee Thursday afternoon for all G.A.R. members in Southern Oregon and their wives. Widows of veterans who have answered the last roll call are also to be guests of the management. Tickets will be available at the Mail Tribune office or at the box office of the Holly Theater.

Medford Mail Tribune, February 10, 1931, page 8


Smith and Stennett Among Those Who Participated in Oklahoma Land Rush in '93
(By Ernest Rostel)
    Their experiences in the Oklahoma Cherokee Strip land rush of 1893 were recalled today by two local newspaper men, S. Sumpter Smith and A. F. Stennett, after memories of stirring days had been revived by viewing "Cimarron," Edna Ferber's story, playing at Holly Theater.
    Attracted by the opening of the strip, over 300 miles long and over 40 miles wide, these two men spent days in preparation for the run. Mr. Stennett purchased a second-hand printing outfit for the establishment of a newspaper in the newly opened lands. He paid a man $5 for hauling the outfit a long distance to have it available for use when the land was officially opened.
    Thousands of people came to register, and it was no easy task to obtain a registration certificate, Mr. Stennett related. He arrived at Stillwater, Okla., to register and found that there were lines over a quarter of a mile long waiting turns for certificates. He thought if he would wait until nightfall when the line would probably disband, he would be able to obtain a position close to the booth, sleep on the ground and have a good position the following morning.
    However, that evening he discovered the line was over a mile long and then he took a place at the end. He joined the line on a Monday evening and was not able to obtain his certificate until Wednesday morning. Vendors of water and food walked along the lines and sold water at 10 cents a glass and sandwiches at the same price. After he had been registered Mr. Stennett milled with the hundreds of others in the "neutral strip" established along the entire length of the new land on the northern and southern sides.
    Just before the opening gun was fired, United States cavalrymen circulated among the waiting prospective land owners and told them to prepare for the run.
    "When the gun was fired," Mr. Stennett said, "you could not have seen a more strange and inspiring sight. They started for the new country in most every kind of contraption. The rigs were even more ridiculous that those shown in 'Cimarron.' I saw high-wheeled bicycles and some men with wheelbarrows. I was riding a horse and arrived at my destination in one hour and fifteen minutes, covering the 15 miles to reach Pawnee, which up to this time had only been an Indian trading post.
    "That night there were over 2500 souls in the place. I staked out a shingle and established a newspaper. I called it the Pawnee Pioneer. There were four or five other newspapers established there at the same time and then there was a race between us to see who could get out the first issue. I managed to be the first."
    Later on Mr. Stennett purchased the interest of another paper and changed the name of the paper to the Pawnee Democrat. Later he purchased the interests of another paper and the name was changed to the Times-Democrat. After staying in Pawnee three years, Mr. Stennett left for Missouri and established a grocery store, but it was not so successful as the paper. During the three years he was in Pawnee, he was active in political life and held one or two elective positions. The Times-Democrat is still being published, and Pawnee is still a town of 2500 people.
    It was more out of curiosity than necessity that Mr. Smith took part in the land rush and stayed on his lot only a day before returning to Kansas. With a partner, he spent some time in Orlando, Okla., waiting for the opening of the land. There were thousands of people waiting for the starting gun and there was a big rush for registration certificates. Here the lines were nearly three miles in length, but through the acquaintance of a registration clerk he went into a booth through a back way and obtained his certificate.
    Orlando was on a railroad and trains carried many of the land seekers into the new territory. Mr. Smith managed to get aboard the second train and came to a town site, the name of which he has now forgotten. He laid claim to a lot but after walking around it for most of the day he did not know just what he wanted with it and then gave it up. He witnessed the start of hundreds of wagons, horseback riders, cyclists and pedestrians. He saw where some of the seekers had come to sudden death through runaways and falls over precipices.
    Mr. Smith remembers the excitement that was caused by some person firing a gun 20 minutes before the run was to be started. The gun was believed to indicate the official start and the land seekers started the race, causing considerable trouble for the cavalrymen.
    Mr. Stennett, now the composing room foreman for the Mail Tribune, still has his certificate of registration and believes it it one of the few in existence at the present time. He also has a receipt for fees for a permit to work on lands in the Choctaw Indian nation, where he was for a short time before the land run. Mr. Smith lost his receipt years ago.
    Interesting sidelights on the Oklahoma land rush of 1893 were given at the Mail Tribune office today by Walter Franks of Medford, who was a boy in that territory during the stirring days.
    Seven members of Mr. Franks' family lost their lives in the tornado at Peggs, Okla., in May 1920, when over 50 were killed.

Medford Mail Tribune, February 21, 1931, page 2



EARL FEHL FILES COUNTERCLAIM IN NIEDERMEYER SUIT
Weekly Editor Alleges Theater Owner Owes Him
$22,410.60 for Promotion and Labor on Structure
    In the suit of Niedermeyer, Inc. against Earl H. Fehl, the Pacific Record-Herald, a weekly, Sheriff Ralph G. Jennings, the Eagle Point Irrigation District and Roy M. Parr, Fehl through his attorneys Saturday afternoon filed an answer and counterclaim alleging that L. Niedermeyer owes him the sum of $22,410.60 for services and labor.
    Fehl alleges in his counterclaim that Niedermeyer owes him $5,225 as his share of the lot upon which the Holly Theater stands, $10,000 for promotional efforts before the Holly Theater was started, and $7,185.60 for supervision of the construction of the theater and labor performed thereon.
Made Many Trips
    It is set forth that Fehl, in the promotion of the Holly Theater structure, made numerous trips to Portland and San Francisco, conferring with architects and moving picture interests, and that he was instrumental in the securing of the ornamental street lights on Sixth Street and that he secured a bonded lease of the theater to Walter H. Leverette for ten years for $65,000. Fehl also avers that he secured Frank and King Comedians, a tent show, to hold forth on the Holly site to demonstrate its fitness as an amusement place location.
    Fehl alleges that he took the initiative in purchasing the lot from the Knights of Pythias lodge and put up an option, afterwards interesting Niedermeyer in the theater project. He asks $5,225 as a half interest in the lot.
Asks Ten Percent
    For supervision of the construction of the Holly Theater, which cost $71,185.60, Fehl asks ten percent of the total cost, or $7,185.60.
    Fehl sets forth that he toiled in several capacities during a period of 18 months in arranging for and building the Holly Theater, and secured tenants after it was erected.
    The answer says that the dealings now in controversy were negotiated with L. Niedermeyer as an individual and that afterwards Niedermeyer, Inc. was formed.
    In opposition to the $22,410.60 claim of Fehl, Niedermeyer, Inc. in its complaint admits that Fehl worked for approximately 236 days, and claims that $10 per day is a fair wage, which they are willing to deduct from the mortgage against Fehl and his printing house and equipment.
$4400 in Mortgage
    The amount involved in the mortgage is approximately $4,400.
    Sheriff Jennings and the Eagle Point Irrigation District are named defendants in a minor legal capacity, and Roy M. Parr is named as the holder of a $15,000 libel suit judgment. Niedermeyer, Inc. holds that their mortgage holds precedence over the libel suit judgment execution.
    Fehl is represented by attorneys H. K. Hanna, T. J. Enright and Kelly and Kelly. Niedermeyer, Inc. is represented by attorney George M. Roberts and William McAllister.
    The plaintiff, by a ruling of Circuit Judge E. C. Latourette of Oregon City last Monday, is allowed five days in which to file a reply to the answer, after which the case will come to a hearing in circuit court.
Medford Mail Tribune, July 3, 1932, page 1


DOORS OF HOLLY CLOSED AS FILM SUPPLY BARRED
    The Holly Theater, one of Medford's leading playhouses, opened to a large and appreciative public August 29, 1930, closed its doors last night following the last showing of "Between Fighting Men" and will not be reopened until some arrangement is made by which the management can obtain films from the leading motion picture companies, John Niedermeyer, manager, announced last night.
    With closing of the theater, 12 persons were added to the unemployment list, most of them persons upon whom others are dependent for their present livelihood.
    Reopening date of the theater is uncertain, Mr. Niedermeyer stated, since all pictures have been bought up from the major companies, making it impossible for the independent, home-owned theater to procure first-class pictures.
    In addition to the 12 persons forced out of employment by the unavoidable closing of the theater, property representing an investment of $150,000 became inactive with closing of the doors last night.
    Since opening of the Holly Theater, which is modernly constructed and provided with sound equipment of outstanding quality, the patronage of the public law has been beyond the expectations of the management, Mr. Niedermeyer stated yesterday, voicing his appreciation of the splendid cooperation he has received from the people of the Rogue River Valley in operating an independent theater here.
    Closing of the theater, he explained, has been necessitated by the absolute lack of pictures, and through no other reason. As long as pictures were available, the Holly Theater was doing a successful business. When it became impossible to obtain pictures it also became impossible to carry on, Mr. Niedermeyer added, explaining that he did not care to solicit the patronage of the public when he could not offer a first-class motion picture program.
    Mr. Niedermeyer further stated that he is looking forward to the reopening of the theater, whenever arrangements whereby first-class pictures can be obtained by a home-owned playhouse.
Medford Mail Tribune, December 11, 1932, page 5


HOLLY MANAGER INSTIGATOR OF ANTI-FOX DOPE
"Expose" of Fox Business Practices Requested; Miner Merely Late
    There has been some wonderment in Southern Oregon just why the Miner has chosen to suddenly kid the Holly Theater on its opening last week. In some quarters, too, there may have been criticism of this newspaper in the stand it has taken. But the Miner is confident that when all the story is known the criticism will dwindle as rapidly as the Holly Theater's attendance has the forepart of this week.
    The Holly Theater management, over its signature, published the following advertisement in a Medford newspaper just a year ago last Monday:
    "To the citizens of Medford and Southern Oregon:
    "We feel that the drastic changes in admission prices announced today calls for an explanation. We have made it our policy never to publicly criticize our competitor, and unbusinesslike methods employed by them during the past few months have been overlooked. However, in this instance we feel justified in making this statement so as to acquaint the people of the community with certain facts.
    "Apparently no longer able to meet fair competition in a fair manner, Fox West Coast theaters have devised a plan that appears to be a deliberate attempt to monopolize the entire film market in towns in which they have independent competition, thereby forcing the closing of these independent theaters. They have done this even though it seems their present policy and investment cannot accommodate and exhibit all of these pictures, yet it deprives other theaters of the opportunity to exhibit these pictures and continue operation.
    "We believe such acts to be grossly unfair and not in accordance with ethics of American business, and it warrants, we feel, the wholehearted condemnation of every citizen. The closing of the independent theater would leave a monopoly for Fox West Coast, a condition that Medford knows from experience is not satisfactory.
    "Fortunately, however, the Holly has at its disposal enough films to continue operation for some time and is not one of the unfortunate theaters forced to close by this procedure of Fox West Coast; but our plans have been somewhat upset by this sudden move on their part to which they seem to seek to close our theater rather than to continue to face competition.
    "We are, therefore, taking this method to meet the competition presented by these unfair tactics and solicit the support of this community to help us continue to operate our theater. We feel that you would not like to see Medford's finest theater forced to close its doors because of such unjust actions.
    "We assure you that the type and quality of entertainment at our theater will not decline with the price of admission and that for the price of admission, you will not be able to equal our programs anywhere. We do this to solicit your support until such time as government investigations and legal actions now in progress have been completed, which will, we feel certain, stop Fox West Coast from proceeding further under this policy.
    "If you believe that business in Medford should be conducted on a fair competitive basis, you will condemn the policy of the Fox theaters and give your entire support to the Holly and other independent theaters in Medford.
HOLLY THEATER."
    It was several months following the printing of the above article that the Holly, too, succumbed--it said--to the deadly competition of Fox theaters. That was December 11, 1932.
    About nine months later, however, the same Holly Theater was reopened by the same interests that were accused of such business practices--Fox West Coast, now Fox Evergreen in the Northwest and 60 percent owned and controlled by Fox interests. But the former Holly management has been strangely silent about this. It even has attempted to disguise the Fox influence by organizing as the "Medford Amusement Company." They admit themselves they have something to hide, to cover up.
    The Holly management felt, a year ago, that the public was entitled to know what was going on behind the scenes in the Medford theater situation. Is there any reason why the public TODAY should not be given the same consideration? The Holly management a year ago asked the CONDEMNATION of Fox interests, yet NOW asks that the same public support the same Fox interests.
    As if that were not enough explanation of the Miner's decision to draw aside the curtains and let the general public in on what is really behind the Holly Theater opening--with the aid of Mr. Finklestein, Mr. Rosenberg and Mr. Newman (Fox Evergreen to you)--the former Holly Theater management about six months ago suggested that the Miner drop county politics and take up this expose of Fox theaters' business practices because, the Holly Theater management explained, much of Medford and Southern Oregon's future welfare depended on keeping the monopoly of a ruthless chain of theaters from gaining a death grip there. The Miner is glad to comply with the Holly Theater's request.
    Where the rub comes in for the Holly Theater today, however, is in the fact that somewhere it has jumped over onto the other side of the fence and has made its bed with FOX.
    If you think the Miner has merely been attempting to commercialize its editorial policy because it now is telling the world who really is behind the Holly Theater reopening when it refused to utter a word of six months ago, the Holly  Theater management itself has offered the proof that this is not so.
    Last spring, when asked to champion the cause of the home-owned theater, we were wary. Not because we had for a moment any doubt as to whether there was an issue at stake, but because we feared the Holly Theater management might do the very thing IT DID DO--turn traitor to its own issue and join the enemy camp.
    Where would THAT have left the Miner, or any other newspaper that might have listened to the Holly Theater's plea for a champion? There are times when all the Miner's luck has not been bad.
    As for those Six Street merchants who, quite naturally, resent opposition to the rebuilding of their section, we have this to say: Had the Holly Theater reopened under HOME OPERATION and through HOME INTERESTS, the Miner would have been glad to offer what cooperation it could. We have no feeling against the Holly Theater's former management. But we DO think it deserves more than passing comment when that same management reverses itself and furnishes the tool with which its "unscrupulous Fox monopoly" can again muscle its way into Medford.
    We have no interest in encouraging business in one part of Medford as against the other, and possibly Fox interests are all right, but the Holly management ITSELF first told the world what a dangerous, heartless beast this Fox is.
    It seems to us to be a case of a man firing a gun and then running around in front of the bullet.
Jacksonville Miner, October 6, 1933, page 1


HUNT TO OPERATE HOLLY THEATER
    E. E. Marsh, manager of the Holly Theater, announced today at the meeting of the Kiwanis Club at the Hotel Medford, that George Hunt, operator of the Craterian and Rialto theaters, has gained control of the Holly, which he will also operate in the future.
Medford Mail Tribune, February 19, 1934, page 1


HOUSEWIVES WILL GAIN POINTERS ON MODERN COOKING
    A gas cooking conference featuring C. B. Maxfield, outstanding kitchen equipment expert, will be held at the Holly Theater in this city next Thursday, March 24. The announcement of this conference was made today by Don E. York, vice president and general manager of the Southern Oregon Gas Corporation, and at the same time a cordial invitation was extended by Mr. York for all southern Oregon housewives to attend the one afternoon session at 2 p.m.
    "This will be far from an ordinary cooking school," Don York said this morning. "There will be unique entertainment features together with outstanding demonstrations of modern cooking. Included in the extra entertainment will be the showing of a hilarious MGM comedy, "Penny Wise." Practical cooking problems will be discussed by Mr. Maxfield, and Mrs. Maxfield will assist in the enlightening demonstrations."
    A special plan has been announced by the Southern Oregon Gas Corporation whereby a per-capita attendance bonus is paid into the treasury of clubs participating.
    Capacity crowds attended the gas cooking conference in the Rose Theater in Roseburg and the one-day Grants Pass session, according to Mr. York. The unique conference will be held Tuesday at Ashland.
Medford Mail Tribune, March 21, 1938, page 5


    Wednesday also brought a letter from Jack Matlack, exploiteer for George Hunt's four Medford theatres. Jack outlined Medford's opening drive on the war bond and stamp campaign. They mounted the Treasury Department's stock 24-sheet on a large semi-truck and drove it over the vicinity for three days prior to opening the drive. They captioned the stand: "Buy Stamps, Pledge Bonds . . . at your Medford theatres." The drive was climaxed on Sunday with the appearance of Johnny Sheffield and his military escort and the 13-ton tank which is part of the entourage.
Harold C. Donner, "Diary of a Roving Reporter," Boxoffice magazine, June 20, 1942, page 66


    Junior high students picketed the Holly Theatre, Medford, attempting to enforce a demand for lower admission prices. Theatre manager Eino Hemmila offered to discuss the situation.
Boxoffice magazine, April 6, 1946, page 78-D


    Bill Demarest and George "Gabby" Hayes were stars of a benefit performance to raise $100,000 for the new YMCA in Medford, Ore. Robert L. Lippert donated the use of all four of his Medford theatres for the benefit. Frankie Woods, general manager in charge of theatre operation, and Matt Freed in charge of the Oregon district attended the function.
Boxoffice magazine, December 27, 1947, page 54


Smoke Bomb Prank Summons Firemen to Holly Theater
    Somebody's prank in the Holly Theater building brought out two large pumpers and the ladder truck to answer a smoke alarm about 4:15 p.m. Saturday.
    Firemen reported that some type of "smoke bomb" had been placed in the hallway of the third floor of the office section, beneath the projection room of the theater.
    All that was left when the firemen arrived was a three-inch charred circle in the flooring, bits of black frothy residue and the cork to what appeared to be a plastic bottle.
    Theater patrons were unaware of the smoke or of the presence of firemen. The alarm siren was not used.
Medford Mail Tribune, April 19, 1953, page 1


Holly Theater Closes for Renovation Work
    The Holly Theater was closed this week, mainly for renovation and exploratory work for installation of Cinemascope equipment, Robert Corbin, Lippert Theater manager here, announced today. The theater will be reopened for the Christmas season and closed again for furthering the renovation, he said. It is doubtful that the Cinemascope equipment will be installed in time for use during the holidays, he explained.
Medford Mail Tribune, November 30, 1953, page 2


Cinemascope Production of 'The Robe'
Scheduled for Showing in Medford
Performances Open in Holly Theater on January 22
Special Equipment Being Installed

    Cinemascope is coming to Medford, with the first showing of "The Robe" scheduled for Friday, Jan. 22 at the Holly Theater.
    In preparation for the first showing of the revolutionary new film process here, Lippert Theaters, owners of the Holly, are completely revamping the screen, sound system and other portions of the theater.
Wide Screen
    Cinemascope uses a screen much wider than the standard motion picture size. The new Holly screen will be about 35 feet wide, compared with 22 feet for the average screen.
    An all-new sound system will be required for the stereophonic sound used with "The Robe." Stereophonic sound is a setup in which the sound is recorded on four sound tracks, and the sound appears to "come from the person on the screen making the sound," according to Robert Corbin, Lippert Theaters manager.
    Three of the sound tracks are devoted to spotting sound on the wide screen, and the fourth is used for effects such as thunder, a chariot race, and others. In one scene of "The Robe," music seems to come down the aisle of the theater and onto the stage, Corbin stated.
    The remodeling will give the Holly Theater the same setup as those used in Portland and San Francisco theaters.
Preliminary Work
    The Holly was closed for about two weeks before Christmas for preliminary wiring, measuring and other work. It will close again Jan. 18 for four days for construction of a huge steel frame needed for the curved screen, for tearing out booth equipment which will be replaced by the newest and most modern projection and sound equipment, and for installing new projection lamps which will be about twice as powerful as the present lamps. The new lamps will be needed to cover the vast expanse of screen. A crew of expert technicians will arrive in Medford Jan. 18 for the project.
    Cost of the improvement work needed for Cinemascope was estimated at between $18,000 and $20,000 by Corbin. Medford will be among the first smaller communities in the United States to have Cinemascope.
    The Cinemascope process, which was pioneered and developed by Twentieth Century-Fox, consists of an anamorphic lens as well as the specially proportioned screen and stereophonic sound.
Special Lens
    The anamorphic lens, when attached to a motion picture camera, makes it possible for the camera to "reach out" to each side as the eye does and compress a wide-angle screen on a narrow strip of 35-millimeter film. When this film is projected through a compensating anamorphic lens attached to the theater projection machine, it spreads the image horizontally to its original form, or to an aspect ratio of 2.55 to 1.
    The special screen, with its millions of tiny "lenses" reflecting greater light, makes it possible to project the panoramic picture with a maximum of light and clarity. And the high-fidelity sound system, which now places the four sound tracks on the same strip of film that carries the photographic image, allows sound to emanate from the actual persons or action on the screen.
First Demonstration
    The first demonstration of the possibilities of Cinemascope was seen on Dec. 18, 1952 by Spyros P. Skouras, president of Twentieth Century-Fox, and Earl Sponable, the company's research director, at Nice, France, home of Professor Henri Chretien, inventor of the anamorphic lens.
    A set of lenses was then flown to Hollywood, where Darryl F. Zanuck, vice president in charge of production, observed other tests. In January of 1953, Twentieth Century-Fox announced the conversion of all future pictures to the new process.
Production Started
    Two  months after acquisition of Cinemascope, production of "The Robe," with Richard Burton, Jean Simmons, Victor Mature and Michael Rennie in starring roles, got under way. Test reels were shown in New York and 15 other key cities in the United States, and evoked such widespread interest that special showings followed in London, Paris and Toronto.
    Cinemascope has now been made available to all producing studios for their major future releases.
    "The Robe" has broken all attendance records, including those set by the fabulous "Gone with the Wind" throughout the nation. It is based on the famous book of the same name by Lloyd C. Douglas, which, since [it was] first published in 1943 has run through 60 editions in English, bought by 2,500,000 people in the United States alone, and it is estimated by 20,000,000 others. Additionally, the book has been printed in 18 foreign languages.
Only One in Area
    The Holly Theater will be the only place in southern Oregon where Cinemascope productions can be seen for some time. "The Robe" will be shown on a continuous basis at least for the first few days.
    The theater management advises all persons who can to see matinee performances, because evening showings are expected to be "pretty well jammed." There will be no reserved seats, and the showings will be conducted on a regular road show engagement.
Medford Mail Tribune, January 10, 1954, page 12



Theater League Play Set Tonight at Holly Theater
    The first play to be presented in Medford by the Broadway Theater League is set for tonight at the Holly Theater, with curtain time at 8:30 p.m. Playgoers are advised to arrive at the theater well in advance of the hour, and no one will be seated after 8:30 p.m.
    The play is "Critic's Choice," and the company, headed by the stars Jeffrey Lynn and Wanda Hendrix, arrived in Medford over the weekend. Supporting players are Nancy Cushing, Jane Manning, Mark Gordon, Jeff Conaway and Priscilla Morrow.
    Oscar Abraham is manager.
    In a telephone interview this morning, Jeffrey Lynn said that "Critic's Choice" has been extremely well received on the present tour. "This is a good play," he added and also said, "Our supporting company is a fine one."
    The play story is that of a critic married to a woman who writes plays. Written by Ira Levin, the playwright says the idea for the plot came from Walter Kerr, well-known drama critic for the New York Herald Tribune, whose wife is the playwright Jean Kerr.
    Plays taken on tour by the Broadway Theater League have all been staged in New York and had successful runs in the city. Four are on the 1962 schedule.
    The "Critic's Choice" company played Chico and San Jose State colleges before coming to Medford, will go from here to Spokane, Wash., and return to Portland. Later they will play in Vancouver, B.C. The players travel by car, and the scenery and props are carried in a large motor van.
Medford Mail Tribune, January 8, 1962, page 9


    Rogue Valley's residents this month are offered two productions by the Broadway Theater League. . . . Scheduled Saturday, February 17, is "A Thurber Carnival" starring Imogene Coca, King Donovan and Arthur Treacher. . . . On Monday, February 26 will be the play "Mary Stuart," starring Eva LeGallienne, Faye Emerson, Scott Forbes and Frederic Worlock.
    The plays are held at the Holly Theater, with curtain time at 8:30 p.m.
    Admission to the plays . . . are by membership tickets only as no individual performance tickets are sold. Theater patrons are reminded that persons will not be seated after curtain time until the end of the first scene.

"Two Plays, Ballet This Month," Medford Mail Tribune, February 4, 1962, page 18



Six Theatres Return to Lippert Banner
    LOS ANGELES--Robert L. Lippert has repurchased six theatres he sold to Electro-Vision Corp. three years ago: namely, the Craterian and Holly theatres and Starlite and Valley drive-ins at Medford, Ore.; the Varsity in Ashland, Ore.; and the Broadway in Yreka, Calif. Lippert now operates 17 theatres in California and Oregon.
Boxoffice magazine, July 23, 1962, page W-4


Broadway Theater League Schedule Announced
    The Broadway Theater League will present its first play of the season Wednesday, November 13, when John Ireland will appear in the starring role of "A Thousand Clowns."
    This comedy concerns a television comedy writer who, fed up with writing for "Chuckles the Chipmunk," quits his job and goes on unemployment. The child welfare board feels this is hardly a suitable environment to rear his 12-year-old Quiz Kind nephew. So they send a team of examiners and the fuss begins.
    "Clowns" had a smash hit year on Broadway, opening April 1962.
    The remaining plays to be presented by the league this season are "A Man for All Seasons," December 6; "A Funny Thing Happened on the Way to the Forum," March 6, 1964; and "Lady Audley's Secret," March 23.
    The plays will be presented in the Holly Theater, curtain time at 8:15 p,.m.
    Memberships still are available, and those interested may call Mrs. Lon Skinner, 772-8913. A booth at the coming flea market in the Medford Armory will offer memberships October 25, 26 and 27. League members pointed out that those who have reserved tickets but have not paid for them may do so at the booth.
    Paid season tickets will be mailed a week before the first play, those in charge stated.
Medford Mail Tribune, October 20, 1963, page 20


    Commenting on the mini-theater concept, [Robert L. Lippert] said, "The idea of the big theater is gone. People like the intimacy of the small theater."
    Lippert was asked if this meant the possible loss of either of the two present theaters operating in downtown Medford, the Craterian and the Holly, both under his ownership.
    "Not necessarily. But we definitely are planning, on the Holly Theater, to cut it to about half of the capacity." The present Holly will accommodate about 900 persons.
"250 Turn Out for Automated Theater Debut in Medford," Medford Mail Tribune, August 3, 1972


    With the closure of Medford 4 Cinemas Thursday, the Holly Theater returns to a schedule of first-run movies. The reduced admission policy that began at the Holly a few weeks ago is being changed. Standard first-run admissions will apply at the Holly beginning today.
Al Reiss, "'Peggy Sue' Visits Cinema; Holly Reverts to First-Run Fare," Medford Mail Tribune, October 10, 1986, Tempo section, page 2


Holly
    TONIGHT-THURSDAY: First local showing of "Deadly Friend," a Wes Craven chiller about a teenage genius who uses all his abilities to keep the girl he loves, even after disaster strikes. With Kristy Swanson, Matthew Labyorteaux and Richard Marcus. Saturday and Sunday at 1 p.m., 2:38, 4:16, 5:54, 7:30 and 9:10. Weeknights at 7 p.m. and 8:40. Rated R.
Medford Mail Tribune,
October 24, 1986, Tempo section, page 2   The film's Oct. 30 showing was apparently the last film shown in the Holly in the 20th century.



Last revised March 19, 2024