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procurement of a new CinemaScope screen,
sound equipment and stage curtaining.
Matching the paint effects proved a long and
difficult task. A Man Called Peter was
rescheduled to 2 April 1956.
The opening of the Valley Theatre led to a
‘war’ with the Yallourn Theatre (1939),
Yallourn North’s Monash (1956), and later
with Morwell's Maya (1957) and Moe's Civic
(1955) theatres. In addition, drive-ins were
opened in Traralgon (Village, 1965); Morwell
(Panoramic, 1956); and Moe
(Fairsky/Village/Fairsky, 1964). Even the
Morwell Town Hall Cinema (1935)
intermittently screened in the late 1960s and
early 1970s. When television commenced in
Melbourne (1956), it was quickly discovered
that, with the use of towered antennae,
generally clear signals could be received
throughout most of the Latrobe Valley.
Australia's first regional television station,
GLV10 (later rebadged GLV8 and now Win Above and at left: The swirls at either side of the proscenium
TV), commenced transmission from Traralgon
shortly afterwards. May 1973, and began a process of cosmetic
refurbishment. The theatre had not been Management associated with the
Given all of this competition, particularly from renovated since the 1956 fire. Valley/Latrobe Theatre
the two Village drive-ins, it was not surprising
The theatre re-opened (with reduced seating The Lawrence Brothers
capacity) as the Latrobe Cinema on 21 June Lawrence Brothers Theatres began in the
1973. A formal Charity Night was held for the 1920s and was owned by Joshua William and
local hospital on this night but, unfortunately, Alfred John Lawrence, together with their
a snap power strike marred the occasion. The wives. Lawrence Brothers operated hardtops
Hardens commenced screening three nights per in Korumburra and Mornington, and screened
week, and quickly built the business with an movies on a permanent basis in halls at Drouin,
imaginative and aggressive marketing policy. Berwick, and Pakenham (the latter two were
The core of the business centred on school converted into small cinemas). For a time,
screenings. In addition, speciality nights were Lawrence Brothers also operated the Verne
a regular feature for service clubs and ethnic Theatre in East Malvern. The Korumburra
groups (e.g. Italian, Greek, and Ukrainian). Theatre was sold about the time the Valley
“Fine film”, silent movie nights and special Theatre opened in Traralgon.
Australian film screenings (often with the
production people as guest speakers) were The Lawrence Brothers began a touring show
trialled. The Michael Edgley Organisation after they acquired a second hand plant from
sublet the cinema for an exclusive Gippsland RCA. This was first set up in the vestibule of
season of Swan Lake and packed the house for their parent’s home. A Model A Ford van was
36 sessions over two weeks. purchased and a 240 volt generator was
mounted on the front of the vehicle. Over the
The difficulty in obtaining first release product, years, the business increased to the operation
the arrival of colour television, the dominance of four picture ‘buses’, over three continuously
of the first release market by Village drive-ins running circuits. The road operation was based
and the Yallourn Theatre, proved to be at Pakenham, with Alf Lawrence running the
overwhelming. Screenings were reduced to Melbourne buying and administration office.
that business waned over the years. Lawrence Saturdays (two sessions) and the Latrobe The travelling shows visited over twenty
Brothers adhered to their policy of only Cinema finally closed in January 1978. The
providing family entertainment, and refused to building was subsequently sold to
screen the new “R” classification films. a syndicate for conversion into a
However, opposition theatres did so, and this reception centre. Before the
no doubt hastened the demise of the Valley theatre was altered, it was used,
Theatre. Screenings were gradually reduced for a year, as a temporary church
to three nights per week (or less); joint film by the local Catholic Parish
release with the Yallourn Theatre was also (pending the rebuilding of their
tried. With the installation of 70mm equipment church). The building was then
at Yallourn (December 1968), this theatre converted into a reception centre,
became the prominent hardtop in the region “No 29 Grey St.”, then
until the town's demolition in the late 1970s. subsequently sold back to Ryan's
The Valley Theatre closed on 8 May 1973. Hotel and converted into a lavish
disco, The Astrodome. It was
A chance meeting in Melbourne between Alf again sold and converted into the
Lawrence and Herbert (Fred) Harden led to a Premiere Function Centre,
discussion over the dwindling fortunes of the comprising the Premiere and
Valley Theatre and its closure. Fred and his Cameo rooms with the adjoining
wife, Bette, decided to take a lease and again Star bar.
“turn on the lights”. They took possession in The opening night’s advertisement

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