Page 34 - CinemaRecord #83

partnership with Reading, Eddie Tamir
expanded the site to five screens; the original
twinned space with 380 seats and 50 seats, and
three new screens seating 190, 180 and 160,
respectively. The theatre was always the
interesting building in Gordon Street; now it
has twice the presence. The additions were the
design of Aidan Halloran of ITN Architects
Further improvements followed. In October
2005, the original twinned space was again
revamped to now seat 270. Mr. Tamir assumed
full control of the Classic in 2011. On Sunday
29 January 2012, he hosted an anniversary
party to celebrate the centenary. Later that
year, he added a sixth auditorium which seats
60. Two cinemas are equipped for 3D using
Barco digital projectors. The total seating
capacity of the complex is now greater than at
any time in its history.

Time and commercial demands have greatly
changed the Classic. What was once the foyer
of the 1912 cinema is now a smart restaurant.
If it’s a film you want, access is through the ▼ More foyer views ▲
entrance next door into a foyer cleverly
partitioned with curved sofas to create nooks,
alcoves and a bar for relaxed chatting pre-show
with friends. Beyond this pleasing layout and
a smart selection of films, the Classic appeals
to specialty audiences by hosting international
festival events, provides a showcase for local
film-makers and runs promotions and parties.
Film exhibition, like any successful enterprise,
moves with the times and all surviving
independent cinemas have to know their
audience. The comments from the public on
the Classic’s Facebook page show that its
expansion on Gordon Street is appreciated.
The theatre responds to the people it serves. H

Some Classic Highs and Lows
High: Four years of local monopoly, 1912–16
High: 1923 Astute management battles fierce
competition from Hoyts Renown
Low: 1930–45 Relegation to second-rate dance hall
High: 1946 Rescued by lessee Bill Howard. On the
slide again by late-sixties
High: 1970 Village lifts theatre’s profile
Low: 1971 A fire set-back
High: 1972 Make-over by Village
Low: 1980 Cinema tired; losing its appeal
High: Lessees Alan Simpson and Russell O’Regan
find a new audience
Low: 1997 Cinema closes. Kadimah seeks a white
knight
High: 1997–2014 Eddie Tamir restores the
cinema’s fortunes
References
1 J G Miller. Letter, The Age, 3 January 1970
2 Elsternwick Times, April 1901
3 Prahran Telegraph, Saturday 1 August 1914
4 Roderick Smith, personal communication
5 CinemaRecord 38, page 19
6 Health Department file: Series 7882P1 Unit
341-342 Letter dated 10.6.45
7 Brian Miller: Conversation with Paramount’s
Manager, Victoria (1972)
8 Bill Howard: Conversation with Ross King
9 Hartley Davey: Interviewed by Gordon Evans Above: The refurbished cinema after re-opening
Eddie Tamir and Classic staff offered helpful on 27 January 1972
comments. Photos from their website are
Acknowledgments: reproduced by permission. * The Research Group: Cameron Hall, Gordon Evans,
Peter Benn directed the authors to Classic ‘insiders’ Gerry Kennedy, Ross King, Jo Maxian, the late Brian
from the Village and post-Village years. We sincerely +Mr. Tamir also controls the Cameo Belgrave and is Miller, John Payne, Ian Smith, Frank Van Straten,
thank Peter, Russell O’Regan, Wendy Simpson and re-developing the former Glen Glenferrie. Ian Williams, Eric White and Jim White
Lorraine Benn for their insights.

34 CINEMARECORD # 83