HISTORICAL OVERVIEW

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The property that is now occupied by the Landis Theatre/Mori Brothers Building was transferred between various private individuals until 1936, when it was acquired by the Tradesmens Bank and Trust Company who held the mortgage for the Cumberland Holding Company. By 1937, the building had been constructed and the site was in use for the theater and adjacent automobile dealership and service station.

The property was transferred to the Landis Theater Company in 1960. Between 1960 and 1985, the property was owned by various banking institutions, finally by Security Savings and Loan. The Resolution Trust Corporation (RTC) took over the property following the savings and loan crash of the early 1990s.

The Landis Theatre/Mori Brothers Building was developed by Eugene Mori, a Vineland resident and property developer, who later developed the Garden State Race Track. Mori founded the development company known as the Cumberland Holding Company. Sylvan D. Einstein was the director.

Mr. Mori commissioned William H. Lee (1884-1971), a Philadelphia architect, to design the structure. William Lee was a designer of both theaters and academic buildings. He studied architecture at the University of Pennsylvania from 1906-08. One of his first projects after establishing his architectural practice in Philadelphia in 1919 was a theater at 9th and Spring Streets in Philadelphia.

Lee, "the prolific theater architect,'' soon added many theater designs and renovations to his completed projects. Some of his better known projects include the renovation of the Walnut Street Theatre, the interior of the Royal Theatre, and the design of the Sedgwick Theatre.

In 1920, Lee was commissioned for the renovation of the Walnut Street Theatre, at 9th and Walnut Streets in Philadelphia. The Walnut Street Theatre is the oldest theater in the United States in continuous operation, and is a National Historic Landmark.

The Royal Theatre, 1524 South Street in Philadelphia, was designed in two phases: the exterior by Frank E. Hahn in 1920 and the interior by Lee in 1925. Lee's Art Deco interior is at odds with the traditional facade. Lee apparently felt comfortable using the Art Deco style to "modernize" theaters designed in more traditional styles. His use of the Art Deco style in this theater is more characteristic of the style as seen in France.

In 1928, Lee designed the Sedgwick Theatre, 7133-41 Germantown Avenue in Philadelphia. Based on the appearance of the exterior of the Sedgwick, Lee was using some Art Deco elements in combination with traditional building massing and detailing. By the time Lee designed the Landis Theatre, his use of the Art Deco style had become more thorough and consistent.

The Landis Theatre/Mori Brothers Building

The Landis Theatre was constructed by several local contractors including Ralph Cornell Steel Erection of Woodbury and the William E. Snell Electrical Organization of Vineland. Construction began in November 1936. Seventy-five construction workers were employed daily to accomplish the astoundingly short construction period of only four months.

At the time the Landis Theatre/Mori Brothers Building was built, the entire project cost approximately $200,000. It was proudly noted in the local newspaper that Dr. Charles Cunningham reported that "not a single workman was injured to any extent" in connection with the construction of the theater.

The Mori Brothers Building became home to Mori Brothers, an automobile dealership, on March 1, 1937. Mori Brothers were the local representatives for Buick, Packard and Oldsmobile automobiles and REO trucks.

Documentation of the original use of the front two bays of the Mori Brothers Building has not been confirmed. However, photographs taken in front of the building during World War II clearly show that the front of the building served as a Mobil gas station and Mobil serve garage (Figure 24).

The four garage bays at the rear of the first floor (50' x 50') served as the Mori Brothers service department.

Technological Elements

The Landis Theatre originally featured several significant technological elements, including the sound and speaker, lighting, and air conditioning systems, that were state-of-the-art when constructed in 1937.

The Landis Theatre proudly featured the Mirrophonic Sound System, which had taken Western Electric in conjunction with Electrical Research Programs and Bell Telephone Laboratories working ten years to develop. The new sound system was touted as "the 'last word' in motion picture sound equipment.'' Because of the Mirrophonic Sound System, it was said that "the true potentialities of natural, living sound reproduction" was realized through this "definite fulfillment of the scientific ideal.'' Refinements that made this system superior to previous audio systems included new vacuum tubes, improved horns, "noiseless" recordings (reduced scratching and background noise), and "wide-range" sound.

The Landis Theatre also featured a di-phonic speaker system and San-o-tone unit. The di-phonic speaker system was designed to spread the sound evenly throughout the auditorium, thus reducing the occurrence of "poor" seats. The speaker system contained horn elements that resembled honeycombs. The sound was "distributed scientifically so that the true proportions of every tonal quality are projected imparially to every seat in the theatre." The San-o-tone system, to aid those hard of hearing, consisted of earphones connected to reserved seats.

The exterior lighting system, primarily for the illumination of the 2-tier marquee and sign, reportedly consisted of over 800 bulbs and nearly a mile of red and blue neon tubing (Figure 3).

The interior lighting system of the Landis Theatre, most of which remains, was top-of-the line technologically. All of the lights were equipped with reflectors which were new to the lighting industry. The reflectors were made of metal coated with a material called Alzak, reported to reflect light with an 83-86% efficiency. All of the lighting in the theater was controlled from a control panel in the projection room. From this control panel, the curtains on the stage could also be electrically operated.

The lighting in the auditorium space, referred to as Rainbow illumination, consists of lights shielded by colored glass lenses projected through textured glass panels. The glass lenses were manufactured by Kimball Glass, a local glass company. Rainbow lights line the mezzanine on either side of the projection room.

Originally, it was reported that Rainbow lights also formed pillars on either side of the proscenium. However, there is no evidence that these lights were constructed in that location.

Another innovative light fixture, used at several locations throughout the theater, utilized long bars of clear crystal to diffuse multi-colored lights. A newspaper article noted that "although new to Vineland, this type of illumination is in use in prominent buildings throughout the country. It was noted that the same type of lights were in use in the Radio City Building Group in New York.

Another well-advertised technological feature of the new Landis Theatre was the air-conditioning system, which was integrated with the heating system. The theater was "assured of a constant supply of fresh air" in hot and cold weather by the innovative mechanical systems. Air conditioning supply vents are placed in bands along the ceiling levels and "appear as portholes in a ship". A large return grille in the auditorium ceiling was finished in silver. These systems were apparently utilized until the building ceased operation in 1987.

The Independent Landis Theatre

The Landis Theatre came into being during a time when most movie theaters were contracted by specific Hollywood studios; this arrangement came with limitations. One limitation was that a contracted first run theater was prohibited from showing any pictures not distributed by that studio. Another limitation was that there was a "clearance period", of approximately one month, within which the first run pictures could not be shown again by a competing theater.

In 1935, Vineland had only two theaters: the Globe, which had been substantially closed since 1930, and the Grand. Both theaters were contracted by Warner Brothers Theaters. The Globe and the Grand were reportedly "of antiquated construction, were uncomfortable, unsanitary, and were believed, with good reason, by many persons in the community to be unsafe.'' Vineland was a prime market for the construction of a modern theater.

Eugene Mori, who saw the opportunity and also took great exception to the limitations that the Hollywood studios placed on theaters, began to develop plans for an independent theater; the Landis. His plans were met with strong opposition from the primary competition; Warner Brothers and their distribution companies. Sylvan D. Einstein, the director of the Cumberland Holding Company, reported that "We (The Cumberland Holding Company) have been blocked by Warner Brothers in every way. They even questioned our right to build this theatre, telling us that we were encroaching on their territory.'' Nonetheless, Mori proceeded and the Landis Theatre commenced into operation as an independent, non-studio owned theater.

When Warner Brothers became aware of the plans for the construction of the Landis, they began a major renovation of the Grand. The Grand reopened on March 11, 1937; the Landis opened on March 12, 1937. The two theaters were in fierce competition. Both were billed as being in a "modern style" and both were air conditioned. However, the main difference between the two was that the Landis was independent. Despite his attempts to capitalize on this fact, using the slogan "Built, Owned and Operated by Vineland Residents," the independence of the theater would eventually present a major obstacle for Mori.

The Landis Theatre opened on Friday evening, March 12, 1937 at 7:30 p.m. with a grand inaugural program that preceded the initial showing. Participants in the dedication program included Congressman Elmer H, Wene, Mayor Samuel L. Gassel, John H. Weed, Chairman of the Landis Township Committee, and Emerson C. Nash, superintendent of the Training School at Vineland. Eugene Mori, who had been in the local hospital since January 31, 1937 as the result of an automobile accident, attended the opening ceremonies in a wheelchair. The opening attraction was the musical "Hats Off" starting Mae Clarke, Skeets Gallagher and John Payne.

Only a month after the Landis Theatre opened, the problems that Warner Brothers would present to the Landis became readily apparent. Eugene Mori had plans to award a Ford V-8 automobile in a drawing on April 15th, 1937 at the theater. Several nights before the drawing was to occur, Mori received warning from an attorney from Camden that he should cancel the drawing. When Mori refused to heed his warning, the attorney sent a complaint by telegram to the local police, who then went to the theater to notify Mori that criminal charges would be filed if he proceeded. Einstein reported that the lawyer represented Warner Brothers, the primary rival of the Landis. Warner Brothers denied the accusation and referred to the incident as "a malicious attempt to prejudice the high standing of Warner Brothers in a community which it has served for many years.'' Mori was never arrested for the drawing.

Whether or not Warner Brothers engaged in general harassment of the Landis Theatre's management, they certainly engaged in a "cheap trick" to prevent the Landis from obtaining popular movies to run. They would have one of their local contract theaters run all Warner Brothers first-run movies, resorting to running them only once if the schedule was too tight, to remove the movies from the Vineland market. Starting in September 1936, the Globe was operated on a seven-day week "for the principal purpose of consuming and delaying product required by Landis.'' After two and a half years of the crippling practice, Mori decided to file suit against Warner Brothers.

On November 6, 1939, Mayor Gittone, on behalf of the citizens of Vineland, filed a class action suit against Warner Brothers Pictures Incorporated in the District Court of the Eastern District of Pennsylvania. In the suit, Warner Brothers and their distributors were charged with restraining and monopolizing interstate trade and commerce in motion picture films. The distribution companies involved in the suit refused to issue a first run license to the Landis for any price.

The judge found Warner Brothers and their distribution companies guilty as charged and a preliminary injunction was decreed to restrain Warner Brothers from the following activities: ·
· Monopolizing the exhibition of motion pictures in Vineland, New Jersey;
· Restraining interstate trade and commerce in exhibition of motion pictures;
· Conspiring to protect or perpetuate any such monopoly or restraint;
· Acting under any provisions in the license agreements with the Grand and Globe
Theatres;
· Entering into any licenses for the exhibition of motion pictures in Vineland;
· Discriminating with respect to the licensing of motion picture film between theaters in Vineland;
· Licensing first run product to the exclusion of the Landis;
· Licensing to the Grand and Globe more first run motion pictures than are reasonably necessary for the proper conduct of their business;
· Granting the Grand and Globe the exclusive choice of motion pictures before the same have been offered to the Landis;
· Giving the Grand and Globe the right to contract for motion picture films before negotiations are entered into for film contracts with the Landis;
· Licensing motion pictures to the Landis under terms more discriminatory than are imposed on the Grand and Globe;
· Excluding the Landis from contracting for first run product;
· Dissipating motion picture product.

 

On February 9, 1940, Warner Brothers appealed the preliminary injunction. The decree of the District Court was reversed and "remanded, with directions to proceed to final hearing upon the merits.'' The proceedings and outcome of the final hearing has not been researched. More research into details of the lawsuit and specific changes brought about must be conducted to determine the significance of the role of the Landis Theatre in the history of the cinema industry.

The theater last operated in 1987 when it was sold to Security Savings and Loan. When Security Savings and Loan collapsed, as part of the national Savings and Loan crash in the early 1990's, the Landis Theatre became a victim. The building became the property of the Resolution Trust Corporation (RTC), a federal agency formed to auction off the properties owned by failed Savings and Loan institutions.

In 1993, the RTC announced that it was considering deeding the property to the City of Vineland as a cultural property. Potential problems with contamination put the plans on hold. At the time, The Landis Theatre Revitalization Organization, a group of Vineland residents interested in restoring the theater, formed in 1993. On May 1, 1993 the group held an open house in an attempt to raise interest in the survival of the theater. More than 500 people toured the theater.

In April 1994, Vineland Mayor Joseph Romano announced that the Landis Theatre was "saved". City officials announced that they were planning to accept the building from the Resolution Trust Corporation and undertake the restoration using private funding. Francis J. Rielly, Vineland's Economic Director at the time, was appointed to assemble a committee of people to assist in the planning for the restoration.

Over the course of the next year, the plans for the building had fallen by the wayside. In April 1995, City Solicitor, Lou Magazzu, stated that the city did not want to own or operate the property. City Business Administrator Linda Dechen noted that the city could not afford the expense, especially considering that the cost of the project was escalating with prolonged lack of maintenance.

The City of Vineland then announced plans to buy the Landis Theatre from the RTC and resell it to Rite Aid who had plans for the demolition of the building to make way for a 24-hour, $1.5 million pharmacy. On April 11, 1995, Vineland residents appealed to the City Council in opposition of their plans. After hearing pleas for more than an hour and a half, City Council voted to put the plans on hold for a couple of weeks to see if the residents of Vineland could develop a plan for the restoration and use of the theater. City Economic Director James Lelli noted that the City could not prolong it's decision for long because the property was scheduled to go up for auction in May. At that time, the City would be risking that the price of the property would increase.

At a private meeting on April 20, 1995, the group of residents presented preliminary plans to the City and were permitted two more weeks to continue developing plans. At the time, preliminary options for the building included reuse of the building as a theatre, a community center, and a bus terminal/office space. On April 25, 1995, Vineland's City Council was presented with three hours of public testimony and a petition to save the building signed by more than 900 people. The Council again granted a two-week reprieve for the group to continue working on plans for the building.

The final decision of the City Council was scheduled for May 9, 1995. The Council again was presented with over three hours of public pleas to abandon plans to demolish the building. Finally, the Council voted against buying the building from the RTC. This decision gave the group of citizens several months to further develop their plans and negotiate the purchase of the building directly with the RTC.

On May 25, 1995, the Landis Theatre Redevelopment Association (LTRA), the group of Vineland residents that had been working on developing plans for the building, officially incorporated as a non-profit organization.

Based on the proposal to restore the building and return it to use as a theater, the RTC agreed to sell the building to the Landis Theatre Redevelopment Association instead of Rite Aid. In June 1996, the LTRA assumed ownership of the Landis Theatre/Mori Brothers Building from the RTC for one dollar and closing costs. Since taking ownership of the building, the LTRA has sponsored several "Clean-ups" along with the Nostalgia Knights Car Club. The "Clean-ups" focused volunteer efforts on removing debris from the interior of the building. Some volunteers focused efforts on clearing clogged roof drains and patching open holes in the roof.

In September 1996, the Landis Theatre Redevelopment Association secured an agreement for the management of the theater with Franks Theatres of Pleasantville, NJ. By December 1996, all of the assets belonging to Franks Theaters were sold to Hoyts Cinemas Corporation, including the management contract for the Landis Theatre.

From the beginning of 1997 to present, the Landis Theatre Redevelopment Association has been negotiating financial arrangements with various funding sources. Currently, proposed funds include loans from commercial lending institutions, the Urban Enterprise Zone, the New Jersey Economic Development Authority, and the New Jersey Historic Trust Revolving Loan Fund.