Page 27 - CinemaRecord Edition 3-2002 #37

The Latrobe Valley was one of the
first Victorian country areas to receive
television signals once the medium
was launched in Melbourne in 1956.
Often expensive antennae towers were
required. Australia's first regional
television station, G.L.V.10 (now
G.L.V. 8), commenced transmission
from Traralgon shortly afterwards.
Given all of this competition,
particularly from the two Village
Drive Ins, it was not surprising that
business at the Valley waned over the
years. Lawrence Brothers adhered to
their policy of providing family
entertainment and they refused to
screen the new R classification films.
Most of the opposition theatres did so
and this, no doubt, hastened the
demise of The Valley. Screenings
were gradually reduced to three nights
Final adjustments: A projector beam can be seen on the swags. Ladders are in
per week (or less); joint film release
place from which to make screen and masking adjustments.
with the Yallourn Theatre was also
The decor of the lounge foyer was release contracts were arranged with tried. With the installation of 70mm
completed with cream brocade R.K.O., Warner Bros., Fox, B.E.F. and equipment at Yallourn (December
curtains, sections of tiled mirrors, Universal. The "Town Hall Talkies" 1968), this house became the
standard lamps, and vinyl covered retained exclusive release of M.G.M., dominant hard top in the region until
divans. The stalls foyer space was United Artists, and Paramount for a the company town was demolished in
utilitarian and contained a central short while until the distributors the late 1970's. The Valley Theatre
ticket box, a curved candy counter, and decided their best interests were with first closed on 8 May 1973.
poster board panels were fixed to the the Valley Theatre. A chance meeting in Melbourne,
eastern wall. A forward reservations / From the start The Valley screened between Alf Lawrence and Herbert F.
manager's office, and a pram room also six nights a week with a Saturday, and (Fred) Harden, led to a discussion
opened off the lounge foyer. often-midweek, matinees. Three over the dwindling fortunes of the
Valley and its proposed closure. Fred
The sky pylon was never adorned program changes were made each week
and his wife Bette, decided to take a
with the name of the theatre, nor was because of public demand and the
lease and again “turn on the lights”.
the advertising board above the availability of films. Patrons flocked
They took possession in May 1973
entrance ever used. from all parts of Gippsland to this
and operated the theatre as the Latrobe
In 1942 Lawrence Brothers had comfortable theatre. The large industrial
purchased two 1940 model, Simplex camps in the area provided the theatre Cinema until it was finally closed on
projectors from the Royal Australian with a large ready-made patronage January 1978.
Navy (Flinders Depot). These had been base. It was interesting to note that the The Valley/Latrobe still stands and
in storage until they were "Town Hall Talkies" continued to operates as The Premiere Function
"temporarily" installed in the new screen up to five nights per week (with Centre. This multi purpose venue has
theatre. From all accounts they a Saturday matinee) for over a year been decorated with film themes and
provided trouble free service and were after the opening of The Valley. memorabilia. Occasionally second run
sold when the theatre finally closed. The neighbouring Latrobe Valley films are screened as part of a
Excluding the projectors, the total cost towns of Moe, Yallourn, Morwell and meal/film deal. ★
of the building, furnishings and Traralgon were spread over an area of This is an edited version of an
equipment totaled 66,000 pounds about 25 kilometres. Given the close article first published in Kino
($132,000). proximity to each other the Magazine (Issue 41 September 1992).
Apart from a minor alteration to competition became fierce. The The full text is available in the
the stage house roofline, to opening of The Valley led to a "war" CATHS-V Archives.
accommodate Cinemascope (in 1955), with the Yallourn Theatre. Other Acknowledgements:
the building remained structurally theatre openings followed in Morwell
unaltered until its closure. (Maya Theatre) and Moe (Civic • Interviews with James (Jim)
The Valley opened on December Theatre). In addition, drive-in theatres Lawrence c1991
19, 1951 with a Charity premier for were opened in Traralgon (Village), • The Film Weekly – Motion Picture
the local hospital building appeal. Morwell (Panoramic) and Moe Directory 1952/53
(Fairsky/Village/Fairsky). Even the • Mr. Les Tod CATHS-V/ACTS
With access to first release films
Morwell Town Hall Cinema screened
Lawrence Brothers were able to
intermittently in the later sixties and
rapidly build their business. First
early 1970's.
CINEMARECORD 2002 27