Page 10 - CinemaRecord #11R.pdf

The Midland was not equipped for stage presentations and dressing rooms etc. were not included in the design.
The stage area was of reasonable size and could have had limited theatrical use if properly equipped.

The theatre was named the Midland as it was located roughly in the middle of the western part of the state. The
papers at the time recorded that the projectors were Australian built for the British Gaumont Co. (3).

The Midland opened to a capacity crowd on Saturday, 22 October, 1938. The program included "Mad About
Music" (Universal) with Deanna Durbin supported by "Reported Missing".

On Tuesday, 20 June, 1939, fire destroyed much of the stage area and equipment which caused the closure of
the Midland for a short time. Currently the replacement old gold velvet curtains, edged with a claret red band
hang on the disused stage.
From its opening day The Midland experienced significant competition from the McCracken Brothers and
Whitehead interests operating the rival Paramount Theatre (c800 seats) and the Ararat Town Hall Pictures (700
seats). The Paramount ceased screening c1949 whilst the town hall continued to operate intermittently up to
mid 1950's. A strange arrangement existed whereby, over this period, interests associated with the rival exhibitors
are recorded as screening at the Town Hall (1).

Over its life the Midland has had a variety of exhibitors and owners. Mr. J Friedman was the Manager I Director
at the time of opening (he had cinema interests at the Warrnambool Town Hall as well). He advised the Health
Department that he was leaving the industry and that Ozone Theatres of South Australia would be the exhibitors
from 30 January, 1940. However, the trade press at the time still recorded J Friedman as the exhibitor at the
Ararat Town Hall.

Ozone Theatres was the exhibiting company for the six Waterman brothers from Adelaide who had many
cinemas in South Australia, New South Wales (Broken Hill) and Victoria (Mildura). This company was later sold
to Hoyts Theatres. The Ozone lease was relatively short lived.

One of the owners, Mr. Otto Spehr, was recorded as being the exhibitor from 1943/44 until 1958. During his
time an oil fired, hydronic hot water heating system was installed in the back stalls, dress circle and lounge (in
1944). Treated seaweed was originally used to insulate the ceiling space. Spehr also made applications to
obtain a full theatre licence which were rejected by the Health Department (because of the lack of required
facilities back stage).

The Astor circa 1959
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