Copyright © 2019 by Wendy Waszut-Barrett
In 1915, Thomas G. Moses wrote, “We received the Strand of Indianapolis at $2,700.00, and we got a very good set, fine for lighting.” Earlier that year, Moses had worked at the Strand Theatre in Pasadena, writing, “June 1st, Mama and I started for our first California trip that had no business attached to it, but I found a little when I reached Pasadena, a little misfit at Root’s Strand Theatre. Fixed it up and settled in full.”
There were many Strand Theaters in 1916, all across the country: Appleton, Wisconsin; Altoona, New Castle and Harrisburg, Pennsylvania; Pasadena, San Diego, Long Beach, and Stockton, California; Seattle, Washington; Portland, Oregon; Sioux City, South Dakota; Des Moines, Cedar Rapids, Davenport and Iowa City, Iowa; Chicago, Dixon, Decatur, De Kalb and Rock Island, Illinois; Arkansas City and Salina Kansas; Laredo, Texas; Tampa and Miami, Florida; Montgomery and Dothan, Alabama; Durham, North Carolina; Orangeburg, South Carolina; New York City, and many, many more.
Of the Indianapolis Strand, Sosman & Moses placed an opening night advertisement on Jan. 15, 1916, in the “Indianapolis Star.” Their advertisement announced, “Sosman & Landis designed, built and painted the elaborate picture setting for the new STRAND THEATRE” (Indianapolis Star, Jan 15, 1916, page 9).
On December 9, 1915, the “Indianapolis Star” listed the company under its “Incorporations” section – Strand Theater Company, Indianapolis. Capital, $25,000. To conduct theaters and motion picture shows. Directors, R. D. McCord, G. G. Russell, E.E. Brinkmeyer” (page 16). By Jan. 17, 1916, the “Indianapolis Star” listed the theater again in the “Articles of Incorporation” section – “The Strand Theatre Company, Indianapolis, has increased its capital stock by an issue of $50,000 preferred stock and an increase of $125,000 common stock, making the total capital $300,000.
Strand Theatre Co. advertisements promised the following:
“Endorsed by Discriminating Audiences. The theater is judged by the CLASS of patrons it ATTRACTS and HOLDS. Drop in at the Strand ANY time. Note the KIND of people who attend. Intelligent men of affairs – refined, appreciative women. Their verdict COUNTS. They know that the Strand way means high-grade, exclusive photo-plays- artistic presentation – unvarying delightful programs, including stellar vocal and instrumental artists and the Strands famous 20-Orchestra-20. Continued Success of Advance Exclusive Presentation in Indianapolis.”
In January 1916, Moses wrote, “On the 8th, went to Indianapolis to light the Strand picture set.” That was a week before opening. When the theatre opened on January 15 at 8:15 PM, and “Indianapolis Star” announcement promised:
“The most luxurious, the most beautiful and the most comfortable theater of all. These are roomy seats for 1,800 people – all with unobstructed view of the stage. The same high-class films – the same big musical program – the same all-star vocal soloists – the same beautiful surroundings, stage setting and lighting effects – the same twenty-piece Symphony Orchestra that draws immense crowds to the New York and Chicago Strand Theaters – are offered to Indianapolis playgoers and music lovers” (Indianapolis Star, Jan. 15, 1916, page 9).
The opening night program included: Overture by The Strand Symphony Orchestra of twenty pieces; Travelogue – “Seeing Panama;” Solo by the Golden Voiced Soprano Viva Ethelia;
Strand Topics of the Day – World-Wide Events; Instrumental Solo by Albert E. Short; and a “Paramount” Feature Photoplay starring Marguerite Clark in “Mice and Men.” The feature was five reels in length.
Interestingly, there was more than one Strand Theatre in Indianapolis during 1916. The one that Sosman & Landis delivered a picture setting to was located at Washington Street and Capitol Avenue. This was the new Strand Theatre Co. Early in 1916 Strand Theatre Co. ads note, “We are not interested or connected with any other Strand Theatre in Indianapolis” (Indianapolis Star, 21 Feb 1916, page 10).
Previously known as the Park Theatre, the Strand Theatre Company took over ownership of the venue in 1915, contracting with Sosman & Landis to deliver their picture setting for films. The Park Theatre was previously known for vaudeville shows and included a dime museum. Under the supervision of the E. C. Deveine, the theatre was remodeled and the stage outfitted with new equipment, reopening as the Strand Theatre Company. The Strand Theatre advertised continuous shows daily, with matinee prices costing ten, fifteen and twenty-five cents. Evening shows were ten, fifteen, twenty-five and thirty-five cents (Indianapolis Star, 6 Feb 1916, page 13). Unfortunately the Strand Theatre Co. name change only lasted ten months, when it was reverted again to the Park Theatre. Two theaters with the same name must have been a mess. Think of someone saying, “We’ll meet you after dinner at the Strand Theatre!” and showing up at the wrong one. The Park Theatre name was again changed to the Capitol Theatre in 1923. The Capitol theatre only lasted a little over a decade and closed in 1935.
To be continued…
