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"On Wednesday next the management of the Southern Cross theatre proposes introducing a permanent fea-
ture for the delight of dance lovers on the ground floor, while patrons in the dress circle will view the usual
programme of selected films without the slightest inconvenience. To gain this end, coloured floodlights and
elaborate decorations will lend a carnival atmosphere to the main floor for those choosing to dance, and this
innovation is said to be but the second of its kind in the State. Invitations are being sent to the Mayor and
councillors who will be invited to the opening display next Wednesday, which promises to be the fore runner of
many delightful evenings. After this the building was advertised as the 'Southern Cross Theatre and Palais".

The following is a press release which appeared on 19th of September, 1929
"Movie romance - Film men take over Southern Cross"

As from the 21st of September the Southern Cross Theatre in Buckley Street, Essendon, will be under the
management of a trio of young men (Messers. A.R. Harwood, W. McCullough and L. McCallum.) They have
now taken over the Southern Cross theatre which is now being overhauled and fitted with a 3,000 pounds
"Talkie" equipment. By virtue of their positions in the film world, Essendon picture patrons can look forward to
something good.

Apart from their Melbourne Auditorium (more recently known as the Metro, Collins Street - Editor), they have
first pick of all their latest film importations, to say nothing of the many novel angles of entertainment which can
be introduced through the medium of their various interests in the film and theatrical world. Not only do they
intend to screen pictures but they will, from time to time, put on revue, dramatic and comedy shows and one of
their novelties to be introduced in an opportunity for patrons of the Southern Cross to appear in a local film. A
competition is to be held whereby all entrants will be filmed and screened. The audience will vote and the
winners will be engaged at I guinea per day whilst appearing in the picture.

Talkies did come to the Southern Cross on 3rd February, 1930, making it the first of the three Essendon
Theatres to be so equipped. As the Essendon Gazette put it :- "There will be a grand opening of the talkies at
the above theatre. Buckley Street, Essendon, on Monday night next, February 3rd, when on that date and two
following nights. a gigantic programme will be screened with two talkies. The Southern Cross has been equipped
with the most modern and up-to-date talkies yet installed at a cost of 6,000 pounds besides having been
redecorated and made exceptionally comfortable for patrons."

In the issue of 6th February, 1930 the secret was out - all was revealed- the Southern Cross was now a Hoyt's
Theatre and was advertised as Hoyt's Southern Cross. The commendable enterprise of Hoyt's Theatres Ltd. in
installing talking pictures in the Southern Cross Theatre, Buckley Street, Essendon, was shown to be justified
last week when the local population turned out in force to patronise this really fine theatre. Many prominent
local people were noticed amongst the audiences, and keen approval of the quality of re-production was
expressed. Mr. Tishler, expert for the Radio Corporation of America, who recently arrived in this country to
supeNise improvements in the earlier installations of the Photophane equipment stated that the re-production
in this theatre was equal to the best he had heard.

Extensive improvements which have been carried out at the Southern Cross Theatre, Essendon, at great
expense, have already had the effect of drawing big crowds nightly to the theatre. An improved R.C.A.
machine had been installed, the old speaker units have been dispensed with and large speaker horns have
been introduced. The best sound production is therefore assured and the equipment throughout, including the
beautiful carpets and splendid seating accommodation is all on up-to-the-minute lines. Among the comforts is
a spacious foyer which is lavishly furnished. The theatre will now seat 1150.

After the Southern Cross was equipped for talkies it became Hoyt's "Flagship" in Essendon. Nevertheless,
Hoyt's Essendon soldiered on with silent pictures until about May, 1930, when it closed. The New Essendon
stayed with "silents" until being converted to sound; the first show taking place on 19th January, 1931 . By this
time it was, or was about to be, another Hoyt's Theatre. With all three Essendon theatres firmly under their
control, Hoyts had the game made - there was, or could be, no opposition. The depression was at its peak and
obviously Essendon could not support three theatres - one was apparently deemed to be enough and the
Southern Cross closed, somewhat abruptly, on or about 10th June, 1931 .

The closing dates for the Essendon and Southern Cross theatres are approximate only, and are taken from a
return of British and Australian film footage screened, as furnished to the State Government. After the
Southern Cross closed the equipment was moved to either Hoyt's Victory or New Malvern, both at Malvern.
According to some theatre men, the equipment was of excellent quality and the claims made at the time of its
installation were not boasting. The equipment is said to have seen seNice at Malvern for many a long year.

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