Missoula in Missoula County, Montana — The American West (Mountains)
Roxy Theater
University Area Historic District
Photographed By Barry Swackhamer, August 7, 2022
1. Roxy Theater Marker
Inscription.
Roxy Theater. University Area Historic District. Neighboring business owners welcomed the Roxy Theater by purchasing more than a page of newspaper advertisements recognizing “the latest addition to Missoula’s South Side Business District!” Missoula suffered less than most Montana communities during the Great Depression, it was one of the few towns to see its population increase, but construction of a new building was still reason to rejoice. Oscar and Joan Paisley spent $35,000 (worth approximately $415,000 in 2007) on the reinforced-concrete building, whose Art Deco style celebrated the possibilities of the modern age. Designed with special attention to acoustics, the 1937 theater boasted air conditioning, the latest sound equipment, and seats “trimmed with chromium.” The Paisleys, who also owned theaters in Hamilton, Stevensville, and St. Ignatius, named their new venture for the famous Roxy Theater in New York. The 630-seat Roxy featured second-run movies (two to three months after their original release) for half the price of first-run houses. Adults paid a quarter and children only a dime to lose themselves in the romance and excitement of a Hollywood spectacular and forget the Depression’s sometimes grim realities.
Neighboring business owners welcomed the Roxy Theater by purchasing more than a page of newspaper advertisements recognizing “the latest addition to Missoula’s South Side Business District!” Missoula suffered less than most Montana communities during the Great Depression—it was one of the few towns to see its population increase—but construction of a new building was still reason to rejoice. Oscar and Joan Paisley spent $35,000 (worth approximately $415,000 in 2007) on the reinforced-concrete building, whose Art Deco style celebrated the possibilities of the modern age. Designed with special attention to acoustics, the 1937 theater boasted air conditioning, the latest sound equipment, and seats “trimmed with chromium.” The Paisleys, who also owned theaters in Hamilton, Stevensville, and St. Ignatius, named their new venture for the famous Roxy Theater in New York. The 630-seat Roxy featured second-run movies (two to three months after their original release) for half the price of first-run houses. Adults paid a quarter and children only a dime to lose themselves in the romance and excitement of a Hollywood spectacular and forget the Depression’s sometimes grim realities.
Erected by Montana Historical Society.
Topics and series. This historical marker is listed in these topic lists: Entertainment
Location. 46° 51.869′ N, 113° 59.837′ W. Marker is in Missoula, Montana, in Missoula County. Marker is on South Higgins Avenue near South 6th Street East, on the right when traveling south. Touch for map. Marker is at or near this postal address: 718 South Higgins Avenue, Missoula MT 59801, United States of America. Touch for directions.
Credits. This page was last revised on December 14, 2022. It was originally submitted on December 14, 2022, by Barry Swackhamer of Brentwood, California. This page has been viewed 65 times since then and 5 times this year. Photos:1, 2, 3. submitted on December 14, 2022, by Barry Swackhamer of Brentwood, California.
