Entertaining the Classes An archaeological investigation of historic cinemas in Metropolitan Adelaide, South Australia, and their development in relation to social class, 1896-1949 Antoinette Hennessy This thesis is subitted as partial requirement for the degree in Master of Cultural Heritage Management, Department of Archaeology, Flinders University November 2013 Declaration I certify that this thesis does not incorporate, without acknowledgment, any material previously submitted for a degree or diploma in any university; and that to the best of my knowledge and belief it does not contain any material previously published or written by another person except where due reference is made in the text. Name: Signature: Date: i Abstract This research analyses the influence of social class on the development of cinemas in metropolitan Adelaide during the period between 1908 to 1949 using a six-point business strategy (location, building, services, programming, airconditioning/ventilation and affordability), relating to the development of effective businesses. It assesses the validity of two competing theories of cinema histories, using a case study of metropolitan Adelaide, South Australia. The long-standing ‘embourgeoisement’ theory argued that cinemas and cinema- going underwent a gentrification process in which cinema proprietors gradually shifted their target demographic towards the wealthier middle classes, and made changes to venues according to middle class tastes and financial capabilities. During the 1970s, this position was questioned by proponents of the ‘revisionist’ theory, which argued that early film audiences were likely to be a mixture of class demographics, including the working, middle and wealthy classes. The results from this study largely supported the revisionist theory of early cinema development in Adelaide, South Australia. ii Acknowledgements I would like to thank Associate Professor Heather Burke for agreeing to be my supervisor for the year. Jordan Ralph for accompanying me on my drives around Adelaide, and in collecting my data. Four eyes are better than two, and there were undoubtedly some points and features I would have otherwise missed. His help has been vital, along with the copious amounts of chai tea to stay energised. Professor Claire Smith for her guidance and support while amending my thesis. To my family and friends who have always been supportive of me and my studies – the unrelenting questions of how I was going with them, and the offers to read through what I had so far. I would also like to thank the following individuals and businesses who were kind enough to lend me their time for the purpose of this thesis, and allow me access to their facilities: Heather Bourke from the In Vogue op shop and Revival Church; Michael Todd from the Regal Theatre; Rob Jordan from the Capri Theatre; Jill from Mile End Office Furniture (former venue of the Torrensville Star); Globalise Rundle Mall (former venue in The Regent); The City of Port Adelaide and Enfield (former venue of the Semaphore Ozone); Inspiration Paints St Morris (former venue of the St Morris Windsor); The One Rundle Trading Co. (former venue of The Melba); and Wallis Theatres (The Semaphore Odeon and the Piccadilly Theatre). I would like to especially thank Greg Janzow and Michael Todd (again) for their valuable views and perspectives on the preservation of historic cinemas. Their passion for preserving some of Adelaide’s precious heritage gave me inspiration to keep writing. iii Contents Declaration .................................................................................................................................. i Abstract ...................................................................................................................................... ii Acknowledgements .................................................................................................................. iii Contents .................................................................................................................................... iv Table of Figures ....................................................................................................................... vii Tables ......................................................................................................................................... x Chapter 1 : Introduction ............................................................................................................. 1 1.1 Questions and aims...................................................................................................... 1 1.2 What is cinema? .......................................................................................................... 2 1.3 Technological development and the introduction of film into Australia .................... 4 1.5 Significance of study ................................................................................................... 9 Chapter 2 : A History of Cinemas in Adelaide ........................................................................ 10 2.1 Early Adelaide ........................................................................................................... 10 2.2 The first cinemas in Adelaide (1908-1919)............................................................... 11 2.3 Cinema boom (1920-1930) ....................................................................................... 14 2.4 The rise of suburban cinemas (1931-1940) ............................................................... 15 2.5 The beginning of the decline (1941-1950) ................................................................ 16 2.6 Discussion ................................................................................................................. 17 Chapter 3 : Literature Review .................................................................................................. 20 3.1 The embourgeoisement theory .................................................................................. 21 iv 3.2 The revisionist theory ................................................................................................ 22 3.3 Applying an economic perspective ............................................................................ 23 3.4 Architectural developments ....................................................................................... 25 Chapter 4 : Methodology ......................................................................................................... 27 4.1 The study area: Metropolitan Adelaide ..................................................................... 27 Date range ........................................................................................................................ 28 4.2 The five-point strategy of mass entertainment .......................................................... 29 4.3 Physical recording of cinema buildings: exteriors .................................................... 31 4.4 Physical recording of cinema buildings: Interiors..................................................... 33 4.5 Recording other aspects of cinema buildings ............................................................ 35 4.6 Ethics ......................................................................................................................... 36 4.7 Limitations ................................................................................................................ 36 4.8 Discussion ................................................................................................................. 38 Chapter 5 : Results ................................................................................................................... 40 5.1 Location of cinemas ................................................................................................... 42 Roads and traffic .............................................................................................................. 44 Public transport ................................................................................................................ 48 5.2 Buildings .................................................................................................................... 50 Presentation ...................................................................................................................... 50 Construction costs and modifications .............................................................................. 60 5.3 Services ...................................................................................................................... 62 5.4 Programming ............................................................................................................. 63 5.5 Air conditioning and ventilation ................................................................................ 65 5.6 Affordability .............................................................................................................. 67 v 5.7 Discussion ................................................................................................................. 70 Chapter 6 : Discussion ............................................................................................................. 71 6.1 Gentrification: the embourgeoisement of the cinema? .............................................. 71 6.2 Location ....................................................................................................................