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36. De Luxe ·Architecture Found by Elisabeth Kumm

During recent reconstruction works on the new Target store in Bourke Street, the removal of the 'Coles' sign
revealed the almost intact facade of the former Hoyts de Luxe/Esquire cinema.

The National Trust and others were quick to investigate the possibility of reirnstating the facade which had been
hidden for almost twenty years. ;

When the Hoyts de Luxe theatre opened in 1915 'Table Talk' called it 'The most palatial picture palace in the
world'. Although this statement may seem a little hard to believe, in 1915 cinema architecture was stfll in its
infancy and the comforts that we expect now when we go to the movies were not common.

The opening of the Hoyts de Luxe heralded the establishment of Hoyts first permanent theatre. It was built by
Arthur Russell, former dentist and magician, who began showing moving pictures in the St. Georges Hall (on
the same site) in 1908. Russell engaged the services of the architect William Pitt, who was responsible for
many significant theatre buildings. These include the Princess Theatre (1886) Kings Theatre, Russell Street
{1908), alterations to the Melbourne Opera House (1900) and Victoria Hall, Bourke Street (1901); and the
Olympiad, Princes Bridge (1909).

The Hoyts·de Luxe theatre was one of Pitt's most lavish designs completed only three years before his death
in 1918. Early photographs of the interior show extensive wall decorations including tromp l'oeil panels featur-
ing large arched painted windows looking out over a landscape beyond. In 1934 the auditorium was redeco-
rated to equip the theatre for the screening of sound film. The tromp l'oeil window decoration was covered by
sound absorbing tiles and changes were made to the proscenium and stage. The architects for the alteration
were Taylor Soilleux and Overend, who were prolific cinema architects throughout the 1930s and 40s and
among the first to specialise in acoustic design.

The exterior of the theatre featured the popular arch motif that had become standard on many early cinema
buildings. The Melba (1911) and Britannia (1912) theatres, also in Bourke Street, each featured single arches;
the Hoyts de Luxe had two and was more lavish, better appointed and even mechanically ventilated.

The facade was in marked contrast with many of Pitt's earlier buildings, such as the Gothic inspired Rialto
building, displaying fewer decorative elements and being essentially classical with federation and art nouveau
references. The central column featur-ed an oriel of coloured glass which displayed the name of the cinema
and was lit from behind. The Westgarth (Valhalla) cinema (1921) in Northcote still features a similar device.
In 1946 the cinema was renamed the Esquire, a name it kept until July 1976 when Coles Emporium purchased
the site to enlarge their adjacent store. A new facade was created for both the cinema and the adjoining
building in order to give-the appearance of one large store.

With the ass.istance of the Council's Heritage Restoration Fund, the Coles Myer group is enthusiastic about
uncovering and restoring the cinema facade, along with the 1930's art deco Coles facade next door. Although
the interiors of the Hoyts de Luxe/Esquire have been demolished, the restoration of the 1915 facade will be a
reminder of Bourke Street's long and continuing role as an entertainment destination.
Reprinte.d with the kind permission of the National Trust of Australia (Vic) • Trust News Dec. 1994

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Performing Arts Museum

Victorian Arts Centre
100 St. Kilda Road
Melbourne 3004

Jaffas Down The Aisle • A Century Of Cinema Going July 25 to October 11
• also
• Marilyn-- An Appreciation
•
: Films • Past And Present September 9 to October 11
• "Digital State" and "Planet Arcadia" September 9 to September22
• Newsreel Nostalgia • Compiled by N.F. & S.A. September 23 to October 11
..... ~ .................•...............................•.......
•

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