Brainerd Road at Germantown - shown in 1951 - was the location of the Brainerd Theatre/Cinerama. Click to enlarge.
- photo by courtesy of Chattanooga-Hamilton County Library

Recently, I was browsing the movie titles available in the media center at my favorite large retail establishment. I came across a fortieth anniversary edition of “The Sound of Music.” Forty years? FORTY YEARS? Has it really been that long since St. Elmo Elementary School took a field trip to see that movie at the relatively new Brainerd Cinerama?

THE BRAINERD THEATRE

Actually, it has been over forty-two years since “The Sound of Music” debuted on March 29, 1965. Also, the Brainerd Cinerama wasn’t entirely new back in 1965. It had its debut on August 3, 1948 as the Brainerd Theatre, and was located at the corner of Brainerd and Germantown roads. The Tally-Ho and Kay’s restaurants wished their new neighbor well via opening week advertisements.

The first movie shown was “The Bride Goes Wild,” with Van Johnson, June Allyson, and Hume Cronyn in the cast. The film was also screened at the Riviera Theatre in Riverview, for both cinemas were owned by the same company, Independent Theaters. The theater chain also owned the American, Cameo, Capitol, Ritz, and Rivoli, and had announced plans (which I don’t find came to fruition) for the St. Elmo Theater in the triangular lot between Tennessee and St. Elmo avenues.

The Brainerd Theatre was billed as Chattanooga’s Theatre of the Future. It featured a Superscope screen and Stereophonic sound. The seating for up to 1,000 patrons employed the push-back seat variety. This allowed early-arrivers to shift their seats back in order to let latecomers pass by without too much of a reason to say, “Pardon; excuse me; coming through.”

There was also a cry room with a window and audio that allowed young mothers to watch the movie while taking care of infants and toddlers. Free diaper service was a plus, as was the private party room which also allowed guests a view of the movie. The Happiness Club was a special offering for children attending Saturday matinees.

Parking – a deficiency of downtown theaters – was available for up to 200 cars. However, the Brainerd Theatre was also a neighborhood movie house within walking distance of the now older neighborhoods of Brainerd. One could take a spin for a while at the Southland Skating Rink, shop at the Redford store, and then take in the latest movie.

THE BRAINERD CINERAMA

In 1961, the Independent Theater chain was purchased by Martin Theaters. Though this meant a change of ownership for the Brainerd Theatre, original house manager Helen Plemons stayed on and maintained continuity. The following year, the Brainerd Theatre was refurbished in the Cinerama format. After remodeling, the theater’s capacity dropped from 1,000 seats to 640.

The Cinerama technology was based on a curved wide screen comprised of Venetian blind-style perforated panels, and was coupled with three synchronized projectors. At the time, Martin was also building Cineramas in New Orleans, St. Louis, and Seattle, where one still exists today.

The Brainerd Cinerama screened some of the travelogues made especially for the new format, including “This is Cinerama,” “South Seas Holiday,” and “Seven Wonders of the World.” Famed announcer Lowell Thomas narrated the films, and was also an investor in the Cinerama format.

The showing of The Sound of Music, however, probably ranks as one of the longer-running films in Chattanooga’s motion picture history. The film, based on the Broadway musical and starring Julie Andrews and Christopher Plummer, had its first showing in July, 1965. Its combination of plot, music, history, and scenery gave it wide appeal.

I remember that week after week, The Sound of Music was given an extension. This would occur, even though the previous week, the advertising had proclaimed, “Positively Final Week.” It became great entertainment just to watch the entertainment section of the newspaper each week. The film was just too popular to take off the Cinerama screen.

At some point during its Chattanooga run, my school saw the movie there. I recall that there was a stage area at the front of the theater, and that someone prefaced the movie with some comments about it. After seeing the movie and returning to school, our chorus director led us in singing a few tunes from the musical.

The film climbed its final mountain the week of February 11, 1966. When they said, “Positively last six showings,” they were correct. On February 18, 1966, The Great Race, with an all-star cast that included Jack Lemmon, Tony Curtis, and Natalie Wood, took the place of The Sound of Music. Coincidentally, the director of The Great Race was Julie Andrews’ husband, Blake Edwards.

THE LION’S DEN

By 1970, commercial growth had pushed farther out Brainerd Road. New theaters were open at Eastgate Mall, Brainerd Village, and Showcase Cinema. On March 23, 1970, the Chattanooga Times reported that the Martin Theaters were closing the Brainerd Cinerama.

In its place would be the Lion’s Den, a night club venture of Billy Hull, who already operated the Go-Go Club in Chattanooga. The theater would be remodeled with an African décor, and seating would be expanded to 1,700. Early bookings for the club included Little Richard, Percy Sledge, Billy Joe Royal, and the Swinging Medallions.

I’m sure that my school wasn’t the only one that took a field trip to see The Sound of Music. If you have memories of the Brainerd Theatre or Brainerd Cinerama, please send me an e-mail at jolleyh@bellsouth.net.

Absolutely, positively the final week... (maybe) for The Sound of Music. Click to enlarge.