Showstopper: A win for the ‘litte guys’

Continued from previous week
While production companies advanced into a three-strip color technology, J.P. and his theater constituents were busy battling production companies’ practices.
Active in the Allied Independent Theater Owners association, Adler pushed government leaders for reform alongside his associates.
In their theaters, exhibitors addressed falling profits by adding concessions to their lobbies.
That move gave customers some of the comforts of home they had been missing and provided alternate avenues to address falling profits.

In addition to concession workers, the era also saw the introduction of the doorman and ushers.
As household televisions rose from the thousands to the millions, theater owners watched as attendance was cut in half.
Thousands of theaters closed their doors, and many let go of weaker theaters while keeping their first-run houses.
Adler’s lease on the Waupaca Theater had expired during those years and was picked up by the Ashe Theater Corporation.
The corporation ran the theater under the State Theater name for a few years before those doors closed as well.
Adler had allowed the theater’s lease to expire, but not due to declining sales; he had plans.
Adler had purchased a vacant lot on “Block L” in the city of Waupaca back in 1945.
When the lease ran out on the Waupaca Theater, he began construction on a new 550-seat theater.
As was typical by now, things would not go as planned for Adler.
After building 165 feet of wall, construction was halted by government restrictions placed on building amusement venues.
Once restrictions were lifted, Adler resumed construction on the contemporary theater, which boasted neon indoor lighting and a stylish triangle marquee.
When the lights turned on for the July 31, 1948, opening, the marquee flashed out the name Rosa, a dedication to his beloved wife.
At the opening, the grown Adler girls were on hand to greet customers with roses and souvenir rose-cut commemorative books.
Though the theater was not completely finished, Waupaca residents and visitors marveled at the fabulous theater the Adler family had created, as well as the numerous congratulatory telegrams on display from stars such as Bing Crosby, Bob Hope and Esther Williams.
As the Adler family opened its doors to the Rosa Theater, the United States Supreme Court was making a decision to ensure its success.
The film exhibitors had finally won their battle.
With the Big 5 production companies disbanded and block-booking prohibited, they finally had the freedom to select their presentations, but was it too late?
To be continued