The Little Theatre 240 East Avenue, Rochester, NY. Photo by the authors.
September 29th was Silent Movie Day and to honor it the Little Theatre in Rochester, New York screened G. W. Pabst’s 1929 film Pandora’s Box. Starring silent film icon Louise Brooks the film played in historic theatre 1 which will be celebrating its 95th anniversary on October 17th. I haven’t been to Little Theatre 1 since before the pandemic and its 2020 Art Deco renovation. So this was the perfect excuse for me to go see the theatre and a great film as well.
The Little Theatre’s East Avenue facade. Photo by the authors.
The Little Theatre Movement
In the 1920s as the American film industry, through large studios like Paramount and First National, began an almost monopolistic control on making and exhibiting motion pictures a new type of theatre emerged. The Little Theatre movement, created by the Motion Picture Theatre Guild, was a direct response to mainstream cinema. These theatres would program European imports and more experimental domestic films and cater to the intellectuals. By the end of the decade Little Theatres were opening in most major American cities with Rochester, New York’s opening in the autumn of 1929.
The Little Theatre shortly before opening in October, 1929. Photo from beroachitecture.com
The Little Theatre, Rochester, New York
Rochester’s Little Theatre was typical of the size of other “Little Theatres”, having seating of less than 500, unlike the several thousand seating capacity of mainstream picture palaces. Another feature of these theatres was to offer patrons free coffee and cigarettes and lounges to intellectually discuss films. Edgar Phillips and Frederick Pike designed the Little in the new modern style just becoming popular in the United States. The East Avenue facade is of polished, black terracotta tiles. Breaking up the dark facade are cast, aluminum inserts.
One of the cast aluminum decorations on the Little’s facade. Photo by the author.
And includes a frieze of stylized flora over the second story windows. Thanks to the Art Deco facade the theatre has been placed on the National Register of Historic Places.
A section of the stylized frieze over the second floor windows. Photo by the authors.
Advertisement of the Little’s premiere week. Image from Democrat & Chronicle, October 20, 1929.
The Little’s original mission was to be a venue for the fast dying art of the silent film. Nicknamed the “House of Silent Shadows” the opening program included the Italy / French co-production of Cyrano de Bergerac (Dir. Augusto Genina, 1923). The lavish, stencil color production was accompanied by a three-man orchestra playing from upper left balcony.
Frame from Cyrano de Bergerac (Augusto Genina, 1923). Frame capture from the Image DVD.
With the onset of the Great Depression not long after the Little Theatre’s opening, concessions to its mission were necessary, and sound equipment installed. With the conversion to sound, a marquee was added to the exterior in 1931.
The 1931 marquee during the run of Rome Express in 1932. Image from cinematreasures.org.
The next change to the theatre’s exterior came right after the end of the Second World War, when a new “zigzag” vertical sign replaced the original one.
The Little Facade showing the 1940s vertical sign. Photo by the authors.
The Little’s interior has seen more changes through the years than the outside. Originally the seat configuration features two sections with a center aisle down the middle. Cylindrical wall sconces lined the auditorium walls. The downstairs lounge while comfortable was not especially moderne in style.
Photos of the Little’s original interior design as featured in the 20th anniversary booklet from 1949. Photos from cinematreasures.org.
Ownership of The Little changed through the years, at one time becoming part of Jo-Mor Theatre chain. In the 1980s coming under new management headed by William Coppard and John and Pam Blanpied, the Little’s original mission as an art house was restored.
The auditorium’s interior had undergone alterations by the 1980s as well. Seating now was in three sections a large center section and two smaller sections along the walls. Gone were the original seats and wall sconces. This would change with a 2019-2020 renovation / restoration. While not an authentic restoration bringing the theatre back to its 1929 appearance, it is a thoughtful renovation, that captures the spirit of the 1920s Little.
Little Theatre entrance. Photo by the authors.
Lobby
Reproduction of 1920s / 1930s milk glass shades in the entrance lobby. Photo by the authors.
1920s inspired mirror and poster case. Photo by the authors.
Art Deco inspired ceiling lights on the ceiling of the inner lobby. Photo by the authors.
Renovated inner lobby. Photo by the authors.
Inner lobby corner and stairs to the downstairs lounge and restrooms. Photo by the authors.
Downstairs Lounge
Stairs leading (with original 1929 railings) to the downstairs lounge. Photo by the authors.
Downstairs lounge with Streamline Moderne inspired furniture and a reproduction Art Deco ceiling light and wall sconces. Photo by the authors.
Detail of the reproduction ceiling in the downstairs lounge. Photo by the authors.
Auditorium
Side wall of the auditorium with new wall sconces reminiscent of the original 1929 lighting. Photo by the authors.
Detail of auditorium wall sconce. Photo by the authors.
The new seats with Art Deco inspired upholstery, mimic the shape of the original 1929 seats. Photo by the authors.
Looking toward the screen in the renovated auditorium. Photo by the authors.
So if you happen to be in Rochester and want to see a movie check out what’s playing at the Little. And maybe there will be a screening of a classic film in Little 1, if so, don’t miss it.
The Little Theatre, Rochester, New York. Photo by the authors.
Anthony & Chris (The Freakin’, Tiquen Guys)
Sources:
Wayne, Peter; “Small but Mighty”; City; 2024, October; pp 10 – 11.
Cinema Treasures
The care and expense that went into that theater is amazing.
Wonderful story, thank you for sharing this. It looks like the renovation was done very tastefully. Well done.