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First National Pictures on behalf of
PDC (Producers Distributing Corporation)
held a Quest for a Star competition at the
theatre on the 17th of June 1927 with a
closing date of June 22nd.
From photographs received, the
directors selected 30 girls to compete in the
semi-finals and a studio screen-test was
done in Wellington with the results screened
at the theatre. The winner was to receive ten
weeks in Hollywood appearing in a PDC
film at £20 (pounds) per week - a prominent
part in a Rod La Rocque film directed by
Cecil B deMille.
Judges of the contest were Dr. Platt-
Mills a well known Karori businessman
involved in theatre, Mr. D. P. Andrews a
professional photographer of Wellington,
Mr. Harry Plimmer vaudeville and theatrical
star, plus a physical culture expert and Errol
Fuller of First National Pictures. It is not
Britannia 1930s. known who the eventual winner was.
In 1914 he controlled the Octagon, Film hire at the time was a flat-rate with On Friday September 16, 1927 the
Plaza and Grand Theatres. This venture a complete program costing the exhibitor theatre screened the British film Damaged
culminated in the formation of the ‘Dunedin around £12 (pounds) a week. Goods, however by order of the Censor,
Pool’ in association with Thomas O’Brien Universal’s Kentucky Derby “packed mixed audiences were prohibited! Sessions
and New Zealand Picture Supplies. With its them in” in late 1922 with an eye-catching for women were 8.45am, 2.30pm, and 7pm;
success Johnston moved to Wellington. display done by sign-writer Charles Bolton and for men 12.30pm, 4.30pm, and 9.45pm.
Business was exceptional to say the
Competition for the Britannia was not who for some forty years through to the mid
MacMahon’s further along Manners Street 1960s would do displays for many theatres. least. It was also the first time (but not the
last) that segregated screenings would be
but the Peoples Picture Palace just a few Popular in the country at the time was
doors away. This 800-seat show was an actor Tom Mix and a deal with the Fox Film ordered.
independent house and its manager Percy Corporation had Tom Mix in the film Teeth
Petherick was ruthless in business and opening to record business. He was still a
brilliant in advertising and promotion. huge hit in Dick Turpin when it screened in
George Johnston leased the theatre for November 1925.
two years in 1917 from the owners, that
way he could control his main competition.
In 1919 when the Peoples lease reverted
back to the owners they sold the theatre to
Fullers who renamed it the Strand and
really gave the Britannia a run for its
money before closing their theatre ten years
later in May 1929.
1917 saw Sydney S. Bridgeford
appointed manager of the Britannia,
beginning his long association with George
Johnston. Film supply was plentiful, new
releases from all exchanges were readily
available and it would be many years before
the theatre became known as the ‘action and
horror house’. Universal westerns and
melodramas along with mystery and
romantic films were most popular, as were
British and Australian films.
A permanent fixture at the theatre for
many years was a fireman, splendidly
attired in a uniform and always on duty.
Known as Mr. Jennings and very elderly at
the time, no one knew exactly what he
really did but for years patrons just called
him Mr. Jennings the Fireman.

Britannia 1917.

CINEMARECORD 2011 25