Ames Theatre Company

Joe Gerbracht
and the
Ames Theatre Company

Joe V. Gerbracht launched a 50-year career in the movie theater business in Ames in 1912. When he retired in 1962, he owned four theaters in Ames – The Collegian on Main Street, The Varsity and New Ames in Campustown and the Ranch Drive-In on west Lincoln Way.

Joe was an Ames High School senior when his father suggested to him, his two sisters, Helen and Della, and his brother, Wilford, that they go into business. With their father’s $5,000 loan, Joe, Helen and Della bought and refurbished the old Scenic Theater at 121 Main Street – the place where they had enjoyed many weekly films.

1892 view of 121 to 123 Main

from the April 16, 1913, Ames Evening Times ->

Gerbracht Buys Scenic Theater

Fred Gerbracht, who now lives in Carroll has purchased the Scenic theater from H.C. Coulson, taking possession at once. Mr. Gerbracht will continue his business in Carroll while his son Joe runs the theater here. Some changes will be made in the arrangement of the building. The stage and scenery will be torn out, and more seats added, and slight changes will be made in the front of the theater.
Mr. Gerbracht plans to continue the theater along the same lines upon which Mr. Coulson has conducted it for the past few months. A mercury arc rectifier and concave curtain will be added making the pictures plainer. A big exhaust fan which will change the air every five minutes will also be a new feature.

They remodeled inside and out, installed ventilation and a state-of-the-art movie screen and re-named the theater “Twin Star”. Joe was general manager, handling bookings and advertising. Helen ran the box office and Della played the piano to accompany films. Wilford was just 13 when the theater opened and handled many odd jobs.

Joe was a great promoter! During the early years, they held contests for fiddlers, Charleston dancers and amateur performers. There were style shows and hair fashion shows, special events for college students and children, and humorous promotional stunts. Later, there were food and clothing drives for World War II refugees.

Princess Theater in 1913

Joe took a 2-year leave from the business to serve in the Marine Corps during World War I. When he returned to Ames, he and Helen bought out Della’s business interest and bought the rival Princess Theater on east Main Street, renaming it The Capitol. The theaters were not without controversy. In 1919, a Board of Censors was installed by local city ordinance to serve as a film reviewing body. This was before the development of industry ratings.

Twin Star Theater and Princess Theater, 1916 or 1917

TWIN STAR CONTRACTS FOR PARAMOUNT FILMS
Manager Gerbracht gives promise of Great Treats

Manager Joe Gerbracht of the Twin Star theater announced today that he had closed a contract for the showing of Paramount pictures and their brilliant galaxy of stars at his theater. The first release under the contract comes on Friday of this week when Fatty Arbuckle will appear in "The Butcher Boy."

In making his announcement to the public Mr. Gerbracht states that it is his policy to give his patrons the highest class of pictures he could secure and believes he is insuring this for the future in signing up with Paramount.

"The Paramount policy is so strict," said Mr. Gerbracht, "that any production to be released under its banner must have a good, clean, interesting story, must be produced by stars of long experience and directed by the best brains that money can buy."

Mr. Gerbracht made a trip to Kansas City for a personal conference with the management of the Paramount productions before signing his contract, so that he knows from personal knowledge what he will be able to give his patrons.

from the June 7, 1917, issue of the Ames Evening Times

January 1956 view of the Capital Theater
Note the For Sale indication just under the marquee.

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