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worldwide depression that was effecting the
industry across Australia. Hoyts also wanted
other independent circuits, namely the Fullers
and the Birch Carroll and Coyle (Qld) circuits
to link, under Hoyts control, to prevent their
spreading outside influence on some rebel
film exchanges (namely MGM, Paramount,
Warner Brothers-First National, and RKO).
Fullers held back expanding its Australian
circuit, especially in New South Wales. In
Melbourne, Fullers ran the Princess, Palace,
Bijou and Roxy theatres. The Princess and
Palace were somewhat disadvantaged, being
up the hill near Parliament House, away from
the theatre scene centre. With four houses in
Melbourne, Fullers had the largest city circuit
in Australia.

Fullers planned to demolish the Bijou and
Roxy and the Palace Hotel centre (opposite
Hoyts Deluxe and the Theatre Royal), and The Theatre Royal, Bourke Street, Melbourne
replace them with a new 1000-1500 theatre
and hotel. (This never eventuated, leaving a (directly opposite the Prince Edward) the Princess and Palace theatres in
huge, gaping hole on the site after the January- became Sydney’s first all-British film house, Melbourne. Hoyts, however, could not break
February 1934 demolition for many years. based on the first British film house, the Fullers hold on MGM films at the Sydney St.
Eventually, a Commonwealth Bank was built Melbourne Athenaeum run by Godfrey James and Mayfair theatres. However,
on a corner of the site in the early 1940s and Talbot, and later his family, taking the theatre prevention of MGM films at Melbourne’s
the rest was finally taken over by the back from Union Theatres which, at the Princess (to be renamed St. James in 1933),
Melbourne City Council for offices and car beginning of 1932, reduced the Athenaeum Palace and Bijou had no effect on the
park. Sir Benjamin Fuller had died before his from a top first run house to a second run screening of other films at the Melbourne
plans came to fruition.) house due to a shortage of first release films. theatres, other than the existing Roxy second,
The Athenaeum was an instant success and third and revival runs.
In 1932, Fullers were very successful in long runs were the order of the day. The
Sydney with its two city theatres linked to Athenaeum claimed the honour of being the British talkie films, rather than American,
MGM and British distributors. MGM had no world’s first all British film policy theatre were preferred by Australian audiences.
outlet in Melbourne other than the Princess with success. Hence the expansion of British cinemas. The
and the Palace. preference was probably based on a better
This was later copied in 1932 by Union audience understanding of English accents.
In Sydney, MGM leased, then bought the Theatres’ Majestic in Flinders Streets (which, Long runs of British comedies were very
St. James for exclusive MGM releases. until a week before it commenced the common, even at Hoyts Deluxe. The big stars
Diagonally opposite, its Roxy Theatre successful policy, was advertising a change of were the Hulberts, Gracie Fields, Cicely
name to Mayfair.) This Courtneidge and later George Formby.
was dumped a week
before the policy began In 1932, the Bijou ran weekly seasons of first
and reverted to the release Celebrity films for several weeks.
Majestic. British films
were the rage during The Britannia in Bourke Street was leased for
the Depression and 21 years (and eventually sold) to Woolworth's
even in other theatres Store in 1932. Possession was delayed until
these films were January 1933 to enable Union Theatres to
popular. Union remove its air-conditioning equipment and
Theatres had become storage to the basement of the Melba next
desperate for film door. In the meantime, most of the Melba’s
supplies in 1932, as the basement had been converted into
film exchanges felt Melbourne’s first newsreel theatre, the Times
insecure in supplying Theatrette. Seating 350, the Times was
Union Theatres with opened in mid-1932 to compliment Union
product. Theatres’ State Theatrette in Sydney, which
had opened earlier in 1932.
Meantime, linking of
the circuits was drawn The silent movie houses continued in 1931.
out, with Hoyts However, the Strand showed films in the
dominating the dress circle with the stalls becoming a fun
amalgamation and parlour, then a mini-golf course - the public
running the exhibition rage at the time. By early 1932, it had closed.
policy. When Screening of films ceased in mid-1931
agreement was finally because the Motion Pictures Exhibitors’
reached, the outcome Association objected to films being shown at
was that Union 3d and 6d. They wanted nothing under one
Theatres reduced their shilling entry charge.
number of theatres, and
Fullers were prevented The Empire continued to operate with cheap
from screening films at ticket prices and was being regularly supplied
The Athenaeum Theatre, Collins Street, Melbourne
30 CINEMARECORD # 90