Ames Theater Company
1940s view of the Ames Theater in Ames Campustown
The Varsity is also visible in the distance.
1940s view of the Ames Theater in Ames Campustown
The Varsity is also visible in the distance.
Also in 1919, talk began about opening a theater
in Campustown. This was strongly opposed by college administrators, who
deemed movies a distraction for students. An ordinance that limited
construction of theaters to downtown Ames was passed in July, but repealed
in August. After the repeal, A.L. Champlin built the American Theater
south of campus on Lincoln Way. It opened in December 1919 with the showing
of Cecil B. DeMille’s Male and Female. In 1920, Gerbracht
bought the American and re-named it the Ames Theater.
| From the July 23, 1919, edition of the Ames Daily Tribune and Ames Evening Times: |
|
Unless something goes askew a new picture show is to be established in the Fourth ward, directly east of the Champlin store at the spot where a foundation was placed for the owners of the Twin Star. At the time the foundation was placed, so much of a hubdub was raised and there was so much of a disruption that the city council established a theatre section and the section was all down town. While the trouble was brewing there was a statement made that the picture shows would be established in the Fourth ward. The foundation for the Twin Star was put in place while ground was broken for the other which was to be under the management of the Princess. Establishing the theatre section caused all efforts to cease in the Fourth ward and the matter was dropped. Now the matter is being agitated again. Porter Young, a former resident of Ames, who assisted with the preparation of the first meal given at the Sheldon-Munn, has visited the city. Since leaving here Porter has been down at Lamoni and has made a barrel of money in the real estate game. He was in Ames yesterday, departing last evening for Chicago where he will take the preliminary steps that will eventually cause to be shipped to his address in Ames motion picture fixtures that will cost in the neighborhood of $10,000. It is understood that eight of the business men on Boone street [Lincoln Way] have arranged to erect the building. These men have always had faith that a picture house would bring a handsome return in the Fourth ward. The plans have all been drawn and are now said to be in the hands of the contractors. There is a stipulation in the contracts that the building must be completed by September 1. It evidently being the intention to have the new show house going by the time college opens this fall. What the present theatre owners will do about invading that territory is not known. In times past they have stated they would protect the entire field. There is the other question, to, as to how the new concern will get around the theatre section as provided by the city aldermen. The building to be occupied is slated to cost $30,000 and with the additional $10,000 in fixtures will make a show worth while. It is understood the building is to be of brick with a very fancy entrance, an orchestra pit, and a balcony that will permit of caring for more people than any house in the town. |
In 1928, the Ames Theater underwent a major rebuilding to modernize and increase its capacity. When it re-opened, Joe called it the “New Ames”. By the end of 1928, talking movies had arrived and the New Ames was showing both “Movietone” and “Vitaphone” films.
New Ames Theater, 1954
Another controversy soon raged over Sunday movies. They were prohibited until a city ordinance permitted them downtown in 1928. The issue of Sunday films near campus boiled for nearly 5 years before it was resolved in 1933. Petitions, letters to the editor, editorials, numerous news stories and an election preceded an amendment to the law that permitted showing films seven days a week in all parts of Ames. In 1938, Joe built a second Campustown theater, the Varsity. Despite the controversies, Joe always felt that he had good cooperation from university personnel.
Ames Theater building today
Kingland Systems of Clear Lake, Iowa, has remodeled the Ames Theater building in Campustown to accommodate their business operations. Kingland sought to replicate the original front of the building as much as possible. Prior to the renovation, the original façade was covered with decorative aluminum sheeting. Kingland had other more recently installed materials removed and recovered the building front with compatible red brick. They also retained the look of the theater marquee for their business sign.
Joe saw many innovations in the theater business – not the least of which was the introduction of sound in 1927. Early on, only part of a picture would have audio effects. The sound was recorded on records that were manually synchronized with the film. Joe also saw the transition from eight to twelve minute “flickers” on short subjects to multi-reel, full length stories with plots. Technicolor, cinemascope, magnetic sound, stereophonic sound and 3D – as well as the movie rating system - all developed during his tenure at Ames theaters.