Exhibition: "Slack Nite" keeps it informal

Early motion pictures were presented in arcades and amusement parks. Later, they were shown as short “acts” in vaudeville variety shows. The motion picture theater industry emerged in 1907 with the establishment of the “nickel show” or nickelodeon. By 1910, nickelodeons were everywhere, and after World War I they replaced vaudeville as the country’s favorite entertainment.

Soon, the trend grew toward more opulent movie palaces. Ornate auditoriums, legions of ushers, childcare, and air conditioning attracted large audiences. During the Great Depression, economic hardship necessitated the creation of more austere theaters, often built in the art deco style in urban centers and smaller cities and always “wired for sound.”

During and after World War II, theaters used all manner of promotions to bring in audiences. This Interstate Theaters Year Book featured promotional ideas from theater managers across the region, including a free horse and buggy giveaway, flower seed and watermelon giveaways, and the “slack nite” shown here.

As the brochure suggests, “Today more than ever the trend is toward informality. And many theatres throughout the circuit have found a tried and proven formula to boost Summer grosses by suggesting to patrons that they needn’t bother to scrub Junior’s face and dress in their Sunday best every time they attend the theatre.”

It then suggests that the theater get the campaign for informal dress rolling with “Slack Nite.”

This is just one item from the “Exhibition” section of the Making Movies exhibition at the Ransom Center.

For Central Texas readers, join us on the red carpet for a special opening celebration for the Making Movies exhibition on Friday, February 12. Details at www.hrc.utexas.edu/redcarpet.