Page 19 - untitled

I also raised with these theatre people the question of the price paid for the installation of sound equipment at
the Southern Cross. Given that the Ascot Theatre cost 23,000 pounds to build in 1924; the Waratah, Ascot
Vale, 27,000 pounds in 1925 and the New Essendon, 20,000 pounds in the same year (I have no figure for the
Southern Cross) the cost of the sound equipment seemed inordinately high. I was assured that the price would
be correct - exhibitors had to pay through the nose for the equipment. They had little option, the talkies were
not a passing fancy and were here to stay. It was a case of convert or go out of business. Incidently, if you have
ever noticed a similarity between the Ascot and the Southern Cross it is no co-incidence; they were both
designed by the same architect- V.G. Cook.

The seating was removed from the Southern Cross in mid 1935 to be relocated in the Essendon Theatre which
was being remodelled to emerge as Hoyt's Plaza on 3rd August, 1935. Details of the last programme shown at
the Southern Cross were displayed in showcases adjacent to the entrance for many years. Eventually one of
the showcases was broken, but the other remained in situ until1939. During the years that the Southern Cross
was closed. advertisements for other Hoyts theatres in the district were posted on the Buckley Street end of the
west wall which faced Lincoln Road. Apparently the Hoyts lease expired in 1939 and towards the middle of the
year, after eight years of being "dark", the Southern Cross was a hive of activity once more and extensive re-
modelling was taking place. Rumour had it that it would still be a picture theatre but would be one of the
Independent Theatre group- Essendon's days of 'el cheapo' pictures would be over- we would be able to see
quality product from Paramount and Metro-Goldwyn-Mayer, the acknowledged industry leaders, as well as
Associated Distributor's releases.

The new leasee was, Mr. W.J. Howard, who operated a cinema in the North Melbourne Town Hall. Later he
was to transfer these operations to a theatre which had been constructed in part of the former Fitz's department
store in Errol Street; it was known as the Central. Later still he either leased or bought a former Hoyts Theatre
at Elsternwick and operated it as the Esquire. Ultimately Mr. Howard bought the Southern Cross which had
become the Regal when he took it over.

Many alterations took place at the Southern Cross to prepare it as the Regal - Essendon's theatre of distinction:
(a) The theatre was re-painted inside and out and wallpaper hung within the building.
(b) The projection room was removed from the back of the stalls to an upstairs location.
(c) The space gained by re-locating the projection room was used to provide a "crying room".
(d) A booking office was constructed in front of the crying room and faced Buckley Street.
(e) As a result of (a) the old island ticket box was removed.
(f) The tiled floor in the foyer was replaced by terrazzo incorporating the monogram R.T. (Regal Theatre).
(g) The central staircase leading to upstairs regions was abolished and two side staircases were constructed.
(h) The letters S.C.P. at the tope of the proscenium arch were removed.
(i) The metal letters on the facade reading "Southern Cross Theatre" were covered with a signboard previ
ously advertising "Talkies" but then painted over. Many years later this signboard came adrift during a
violent storm and the place became not only the Regal but also the Southern Cross for a few days.
(j) A painted sign on the east wall previously showing "talkies" was re-painted "Royal".
(k) A neon sign "Regal" was installed and an elaborate brochure about the Regal was distributed locally.

And so, all was set for the re-opening of the Southern Cross as the Regal. This took place on the 12th August,
1939, just beating World War 2 by a few short weeks. The Essendon Gazette of 10th August, 1939, takes up
the story :- "Gala Opening of Regal Theatre" The gala premiere opening of the Regal Theatre on Saturday
next, August 12, will be an important event in the history of the motion picture theatres. The Regal Theatre,
which is conveniently situated at the corner of Buckley Street and Lincoln Road, Essendon, is the epitome of all
that is modern in theatre interiors and patrons will be amazed at the perfect appointments in this luxurious
theatre. The opening programme in accordance with the policy of the theatre management to show only
feature attractions will be the major production "Boys Town" starring Academy Award winner Spencer Tracy,
and the gifted juvenile star, Mickey Rooney. The supporting programme will include a selection of interesting
short feature subjects including a Pete Smith featurette, "Romance of Radium", a crime does not pay series
and a James A. Fitzpatrick colour travel talk.

The new theatre in under the general managership of Mr. W.J. Howard, the leasee, who with his staff of experts
will take a personal interest in the comfort and service of the patrons. The Regal Theatre has been entirely
reconstructed at an approximate cost of 7,000 pounds and the spacious foyers, and modernly decorated
auditorium will delight the patrons while the high light reflective value of the crushed velour curtains shielding
the proscenium is enhanced by vari-coloured lighting effect.
Special care has been given to the Regal's ventilation which ensures a warm, cosy and healthy atmosphere in
winter and cool, refreshing conditions through summer.

I i