The Texan Theatre
Texan Theatre Grand Opening Ad
- (Photo AD-0026)
      Mount Pleasant Daily Times
      Friday, April 17, 1936
Robert & Mary Turner's A Glimpse of Titus County, Texas History
After the Martin, the Texan Theatre is the most-remembered downtown Mt. Pleasant movie theatre.  The Texan was located on the northwest corner of the square at what is 120 North Madison Street in 2008.

The Gerhard Brothers and Lutzer Brothers purchased Mt. Pleasant's Martin and Palace Theatres in March, 1935.

In February, 1936 the V. A. Walker & Company of Dallas, Texas leased the former H. A. Willson Hardware building on the southwest corner of Second and Madison Streets.  Perhaps they anticipated the boom that would follow the discovery of oil in Talco, or perhaps it was just a lucky coincidence on their part, but they took out a five year lease with a five year renewal option.  (NOTE:  Another period news story said that Walker was from Norman, Oklahoma.  We don't know which is correct.)

The Walker Company spent several thousand dollars, a large sum in that day, to remodel the building into The Texan Theatre.  Walker installed a completely new front and replaced the level floor with a sloped one.  He built a stage to accommodate live traveling shows and completely replaced the building's interior.  Modern sound equipment was installed along with professionally-designed acoustic panels and drapes to obtain the best possible acoustics.  He installed all of the latest theatre fixtures.  He installed "special washed air equipment" to cool the building on hot days, and regulated heat to insure comfort in the winter.  Men's and ladies' rest rooms were installed along with a lounge, drinking fountains, and other customer conveniences.

There were 420 seats on the main floor and 36 in the balcony, which was available for theatre parties.  Except for a few rows near the front, all the seats were cushioned.

Mr. Walker didn't intend for people to miss seeing his building either, and installed elaborate lighting to make it stand out in the night.  He installed indirect lighting inside the building, and neon lights and a big sign completely across the outside of the front.  Even though it was incomplete, the brilliant neon front attracted a lot of attention when it was lit.  There were over four hundred lights throughout the building.

The Texan Theatre held its grand opening at 7 o'clock Friday evening, April 17, 1936.  Unfortunately, the Mt. Pleasant Daily Times did not cover the Texan's grand opening in the detail it covered the Martin's, and there were far less news stories about it over the time it operated.

At the end of the Saturday, September 26 shows, the Texan Theatre was closed to the public, after the Gerhards made a deal with Mr. Walker to buy the Texan. The Gerhards now owned all three Mt. Pleasant theatres.

They had planned to remodel the Martin into Mt. Pleasant's premier theatre, but dropped those plans when they bought the Texan.  Because the Texan was larger, the Gerhards planned to extensively remodel it and show only first run and more important movies there.  At the Texan, they planned to remove the stage and install more seats, redesign the building's front and use more neon lights to attract attention, redecorate the interior, improve the lobby, and upgrade the sound system.

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Please contact us if you have photos of the Texan Theatre, or know who does.  We would like to scan them to add to this page.
 
The building now (2008) occupied by Daisy's Bridal Shop on the northwest corner of the square was once home to the Texan Theatre.  It has undergone many remodelings over the years and has been home to several businesses.
The Texan was closed ten days for remodeling.  After replacing the sound system, and even though carpenters lacked at least two weeks finishing all details, the Texan reopened on Friday, October 9, 1936 for a 6 o'clock show with a good attendance.

In late January, 1937, the Gerhards announced that they planned to enlarge the Texan about March 1.  They planned to close just five days to a week while they raised the roof twelve feet to permit adding a 152-seat balcony.  Steel rods would suspend the balcony from the steel roof beams so support posts that would otherwise block some customer's view would not be required.  Two entrances to the balcony were to lead from the foyer, and balcony seating was to be even more comfortable than that on the main floor.  They were going to reduce the stage's size so they could add 100 more seats, bringing total capacity to slightly over 700 customers.

This time, they planned to cover the entire front of the building's exterior with a large red and blue neon sign that flashed off and on.  "Texan Theatre" would be in formed in two foot high letters.

However, plans for the balcony were not to be.  The Gerhards could not obtain permission to use the Ellis building's wall, joined the south side of the Texan.  Therefore, they abandoned plans to enlarge the Texan and announced plans to totally rebuild the Martin.

After they remodeled the Martin, it would be even larger than the Texan had been planned, and would be better arranged.  Therefore, the Martin would again become Mt. Pleasant's premier theatre and the Texan would again present cheaper shows.

On Thursday, March 18, 1937, the New London, Texas school was destroyed by an explosion caused when natural gas that had accumulated between the concrete floor of the New London School building and the ground.


That afternoon a teacher threw a switch in the school's workroom and an explosion occurred, killing over 450 school children and teachers.  The New London school explosion was truly a national disaster, and the entire nation's help and sympathy were extended to grieving New London residents.

There were few regulations regarding the use of natural gas.  Natural gas is odorless and colorless in its original state, but no law required that a malodorant be injected into it so leaks could be smelled.  After the explosion, inspections found other schools with gas leaks and dangerous accumulations.

The next day, the Gerhard brothers announced that they would take up a collection for the New London families to help them bury the dead and care for the injured school children.  Collections were taken at both the Texan and Martin Theatres, and the Gerhards kicked off the drive with a $20 donation from each theatre (about $300 per theatre in 2007 dollars).  The shows were suspended for a few minutes about 8 p.m., and audiences were asked to donate to the fund.  The fund drive raised $97.82 (about $1,450 in 2007 dollars).

Before the days of television, obtaining current news stories wasn't an instant process.  Sometimes it was weeks before details of major happenings reached a wide audience.  Back then, movie theaters ran "news reels" between the main features to show people what was happening in the world.

The Hindenburg, a zeppelin that was the largest airship ever built and the pride of Nazi Germany, exploded upon landing at Lakehurst Naval Air Station in Manchester Township, New Jersey on Thursday, May 6, 1937.  On May 13, the Texan announced that the Universal News Reel that it would show on Tuesday, May 18th and Wednesday, May 19th would show pictures of the Hindenburg's landing and fire.

The Mt. Pleasant theatres, like others Northeast Texas theatres, ran some a lottery called "Bank Nights" for a few months during 1937.  So far, we haven't determined how they worked, but in June, 1937 the Court of Criminal Appeals ruled that bank night lotteries had been conducted in violation of existing laws.

Therefore, the Gerhard brothers announced that beginning June 21 the bank night features at the Texan and Palace theaters would be discontinued.  This required changing the Texan's schedule.  The Texan had been running a single day picture on Thursdays, but moved the single-run show to Saturdays, with the same picture shown again on Sundays.  Other single-run shows would be run on Sundays and Mondays, Tuesdays and Wednesdays, and Thursdays and Fridays.

When the Martin re-opened following being totally rebuilt on Friday, September 10, 1937, it once again became Mt. Pleasant's premier theatre and showed only first-run pictures.  The Texan was converted to second class pictures, or those which had previously been shown here and the Texan's admission was reduced.

On September 21, the Texan was remodeled to hold more customers, but not as elaborately as was previously planned.  The Theatre's business office was moved to the Martin, leaving more seating space in the balcony.

Titus County was very racially segregated, and Afro-Americans were not allowed to buy a movie ticket and sit on the main floor with other patrons.  None of the Mt. Pleasant theatres had accommodations for Afro-Americans.  The Gerhards remodeled the Texan's balcony to provide sixty seats for Afro-American.  A separate entrance was made and a stairway leading to the balcony was built from outside the lobby.

The building that the Texan Theatre once occupied has been remodeled several times since the Texan was closed and has been the home of several businesses.  The first business to move into the building was Farragh's Jewelry, followed by Rhea's Jewelry.  After another major re-design and update of the building's front, the building is currently (2008) occupied by Daisy's Bridal Shop.



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