Page 24 - CR-89AA

When they converted their Regents to sound,
they all used the same film - MGM's The
Bellamy Trial, which was “sound on disc” for
testing.

By 1930, the Company was doing rather well
and was still expanding rapidly. It also signed
first release rights to product from
Paramount, United Artists and British and
Dominion Films Ltd. Head Office was behind
its Wellington flagship at 48 Cuba Street.

The beautiful Regent Palmerston North
(now known as the Regent on Broadway)
was designed by Charles Hollinshed and
opened with much fanfare on 4 July 1930,
bringing much prestige to the city and the
Company.

For some time, Williamson had been trying to
get into Christchurch but was blocked at
every turn by Christchurch Cinemas Ltd and Regent, Invercargill one week before closure in 1988
partners Fuller-Hayward. What annoyed the
Company was that Christchurch Cinemas had
built a grand picture palace and called it the
Regent to capitalise on the superior theatres
of the same name. Many other independents
over the years would call their theatres
Regent, hoping for name association with
Williamson.

Finally, a foothold was gained in the
Christchurch market. The Company slipped
in through the back door by leasing the
Theatre Royal in 1929 from their sister
company and, in the next few years, would
establish a firm presence in the garden city. In
December 1930, they took over the Civic on
a short term lease from British and Dominion
Films, and the Strand long term which they
then renovated, renamed it the Plaza and
opened for business again on 27 March 1931.
31 January 1931 saw the beautifully designed
Regent Theatre by Henry White open in
Masterton. At year's end, a partnership
between Kemball Theatres Ltd and
Williamson Films saw the opening of the De
Luxe Theatre in Lower Hutt on 17 Regent, Palmerston North 1946 (Image: Warren Smythe)
December 1931.
Regent, Palmerston North. By late 1990s it had been re-named Regent on Broadway
By 1931, the worldwide depression had
started to affect all aspects of business and
everyday life in the country. As jobs
disappeared and money ran out, movie
attendances dropped. From 1930-34, takings
dropped from £1,750,000 to £1,088,060 –
almost £700,000. For exhibitors over
extended on all fronts with acquisitions,
sound installation and bank liabilities, it was
a disaster and many companies were placed
in the hands of receivers.

Williamson Films (N.Z.) Ltd went into
receivership and their assets, which were put
up for public tender, were taken over by the
J.C. Williamson Picture Company Ltd, a
company formed in mid-April 1932 for that
express purpose. The new Company was thus
able to reconstruct the old Company, and take
over its operations on an improved financial
basis.

24 CINEMARECORD # 89