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National Register Forms Template NPS Form 10-900-b OMB No. 1024-0018 (March 1992) United States Department of the Interior National Park Service National Register of Historic Places Multiple Property Documentation Form This form is used for documenting multiple property groups relating to one or several historic contexts. See instructions in How to Complete the Multiple Property Documentation Form (National Register Bulletin 16B). Complete each item by entering the requested information. For additional space, use continuation sheets (Form 10-900-a). Use a typewriter, word processor, or computer to complete all items. X New Submission Amended Submission A. Name of Multiple Property Listing Historic Movie Theaters of Iowa B. Associated Historic Contexts Historical Development of Iowa Movie Theaters 1880-1975 C. Form Prepared by name/title Sally Fullerton Schwenk company Sally Schwenk Associates, Inc. street & number 3800 Baltimore Avenue, 3 South telephone 816-221-2672 city or town Kansas City state MO zip code 64111 D. Certification As the designated authority under the National Historic Preservation Act of 1966, as amended, I hereby certify that this documentation form meets the National Register documentation standards and sets forth requirements for the listing of related properties consistent with the National Register criteria. This submission meets the procedural and professional requirements set forth in 36 CFR Part 60 and the Secretary of the Interior's Standards and Guidelines for Archeology and Historic Preservation. [ ] See continuation sheet for additional comments.) Signature and title of certifying official Date State or Federal agency and bureau I hereby certify that this multiple property documentation form has been approved by the National Register as a basis for evaluating related properties for listing in the National Register. Signature of the Keeper Date NPS Form 10-900-b OMB No. 1024-0018 (March 1992) United States Department of the Interior National Park Service National Register of Historic Places Multiple Property Documentation Form Page 2 Historic Movie Theaters of Iowa Table of Contents for Written Narrative Provide the following information on continuation sheets. Cite the letter and the title before each section of the narrative. Assign page numbers according to the instructions for continuation sheets in How to Complete the Multiple Property Documentation Form (National Register Bulletin 16B). Fill in page numbers for each section in the space below. Page Numbers E. Statement of Historic Contexts (If more than one historic context is documented, present them in sequential order.) Historical Development of Iowa Movie Theaters 1880-1975 1-93 F. Associated Property Types (Provide description, significance, and registration requirements.) Community Halls 2 Opera House Movie Theaters 7 Conversion Movie Theaters 15 Commercial Block Downtown and Neighborhood Movie Houses 20 Movie Palaces 27 Drive-in Theaters 34 Multiplex Theaters 40 G. Geographical Data The State of Iowa H. Summary of Identification and Evaluation Methods (Discuss the methods used in developing the multiple property listing.) 1-8 I. Major Bibliographical References (List major written works and primary location of additional documentation: 1-5 State Historic Preservation Office, other State agency, Federal agency, local government, university, or other, specifying repository.) Paperwork Reduction Act Statement: This information is being collected for applications to the National Register of Historic Places to nominate properties for listing or determine eligibility for listing, to list properties, and to amend existing listings. Response to this request is required to obtain a benefit in accordance with the National Historic Preservation Act, as amended (16 U.S.C. 470 et seq.). Estimated Burden Statement: Public reporting burden for this form is estimated to average 120 hours per response including the time for reviewing instructions, gathering and maintaining data, and completing and reviewing the form. Direct comments regarding this burden estimate or any aspect of this form to the Chief, Administrative Services Division, National Park Service, P.0. Box 37127, Washington, DC 20013-7127; and the Office of Management and Budget, Paperwork Reductions Project (1024-0018), Washington, DC 20503. NPS Form 10-900-a OMB No. 1024-0018 (8-86) UNITED STATES DEPARTMENT OF THE INTERIOR National Park Service NATIONAL REGISTER OF HISTORIC PLACES CONTINUATION SHEET Section E Page 1 Historic Movie Theaters of Iowa HISTORIC DEVELOPMENT OF IOWA MOVIE THEATERS: 1880 – 1975 INTRODUCTION THE SIGNIFICANCE OF COMMERCIAL AMERICAN MOTION PICTURE EXHIBITION One hundred plus years' history of motion picture exhibition in the United States involves industrial, social, technological, commercial, and artistic trends during decisive turning points in the history of theatrical exhibition.1 Movies are significant cultural artifacts that provide insight into American cultural and social history.2 A mixture of art, business, and popular entertainment, the movies provide a host of insights into Americans' shifting ideals, fantasies, and preoccupations. Cultural historians analyze movies as sociological documents that record the look and mood of particular historical settings; as ideological constructs that advance particular political or moral values or myths; as psychological texts that speak to individual and social anxieties and tensions; as cultural documents that present particular images of gender, ethnicity, class romance, and violence; and as visual texts that offer complex levels of meaning and seeing.3 As we acknowledge movies as a significant cultural phenomena, or even engage in nostalgia about certain eras, such as “golden” years of cinema from the 1920s through the 1950s,4 it is important to remember in the establishment of the important historical contexts relating to the commercial exhibition of movie theaters, that the movie theater was the point of contact between the consumer (the audience) and the product (the movie). Like other forms of popular entertainment in the United States, including the State of Iowa, the exhibition of movies was and is, fundamentally, a commercial enterprise which created and disseminated profit. Movie theaters, today and in the past, are links in the chain of movie production, distribution, and exhibition that reached out from the United States to encircle the globe. 1 Ross Melnick and Andreas Fuchs, Cinema Treasures: A New Look at Classic Movie Theaters (St. Paul MN: MBI Publishing Company, 2004), 15. 2 “Hollywood as History,” Digital History, http://www.digitalhistory.uh.edu/historyonline/hollywood_history.cfm (accessed September 1, 2011). 3 Ibid. 4 Michal Putnam, Silent Screens: The Decline and Transformation of the American Movie (Baltimore: Johns Hopkins University Press, 2000), 3. NPS Form 10-900-a OMB No. 1024-0018 (8-86) UNITED STATES DEPARTMENT OF THE INTERIOR National Park Service NATIONAL REGISTER OF HISTORIC PLACES CONTINUATION SHEET Section E Page 2 Historic Movie Theaters of Iowa The advent of the local movie theater in the United States was the beginning of the sharing of common theatrical and other visual experiences on a scale that never existed before. The impact of 10,000 movie theaters in 1910 was unprecedented in entertainment history of the nation. Augmenting the movie theater in the nascent homogenization of entertainment at this time was the radio, an instrument for popular broadcasting that produced the simultaneous national distribution of the same music, same comedy, same sporting events, political speeches, news, and news commentary.5 By 1930, 110 million Americans went to the movies weekly.6 Each performance exposed all classes of the public to common standards of dress, clothing, manners, speech, and, even, architecture.7 Together, the radio and the movies during the first half of the twentieth century assumed the role of the dominant shapers of mass culture, providing Americans of all classes with similar information, ideas, and interests.8 This symbiotic relationship would, in the post-World War II period, incorporate the television. Although of national and international scope, the economic, cultural, and entertainment importance of movies at the local and state level in Iowa is significant. Local economies realized distinct benefits from the activities of small movie houses, large movie palaces, drive-in theaters, and multiplexes. The basis of their commercial importance was the provision of an entertainment experience to the locality or market and purchasing the goods and services necessary to exhibition of movies (such as films, advertising, concession items, electrical repairs).9 Major benefits to the commerce of the village, neighborhood, town, or city included jobs associated with the management of the theater as well as contributing to employment related to the services and goods utilized by the theater’s operation. The movie theater, as all small businesses, contributed to all local and state taxes. Moreover, the presence of a movie theater in a town, neighborhood, or downtown commercial center added not only to the commercial revenues from local residents, it also brought income from individuals traveling to the motion picture theater from the surrounding locality who also frequently purchased other goods and services in nearby retail stores. 5 John Burchard and Albert Bush-Brown, The Architecture of America: A Social and Cultural History (Boston: Little Brown and Company, 1961), 213. 6 The U.S. population at
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