There were numerous venues where music and entertainment was presented. The East Florence Opera House, The Florence Opera House, The Academy of Music, presented not only traveling shows, but productions by local citizens. Traveling shows and entertainers brought the popular artists, actors, lectures, musicians and events to Florence.
Gene Autry and Smiley Burnette in ‘Home on the Prairie’, ‘Say It in French’ with Ray Milland and Olympe Bradna, ‘Love Affair’ with Irene Dunne and Charles Boyer, ‘Idiot’s Delight’ with Clark Gable and Norma Shearer were movies that were enjoyed all.
The Florence Opera House:
In 1914 – The Florence Opera House is located on the third floor of the Schull building on Tennessee Street. The room is the largest one fitted up in Florence, and the stage is 20×45 feet. The City Directory of 1913-14 lists the location of the Florence Opera House as 119 ½ East Tennessee, Florence.
Entertainers included Rowland D. Williams, Helen May Butler (who has been called Miss Sousa, Jr.) and her Ladies’ Military Band, Charles Edward Clarke Company, Prof. Galvani, the greatest hypnotist and mind-reader, and Minneapolis Symphony Orchestra.
A new Florence Opera house was built in 1918. It was be practically three stories in height, with glazed terra cotta in front, profusely adorned with electric light designs, and its furnishings will cost $50,000. The seating capacity will be 1,200. Mr. Rosenbaum informed the Times that his building will be up-to-date in every aspect; that high class plays and vaudeville will be its leading features; and that its interior and exterior embellishments will present to Florence an establishment of which people may justly be proud.
Princess Opera House:
“The Florence Princess, an $86,000 Opera House, opens on Labor Day, September 1, 1919. Film Critic Jonathan Rosenbaum, grandson of Louis Rosenbaum, owner of many of the theatres in Florence summed up the performances at the Princess Opera House/Theatre …An average of twenty-five stage shows a year followed. Will Rogers, the popular minstrels McIntyre and Heath, the Shakespearian tragedians Fritz Leiber and Robert Mantell, the romantic actor Lou Tellegen, the cowboys Gene Autry and Lash LaRue, the lovely Edna Goodrich and other personages appear. The plays performed include…grand opera such as…light opera and musical comedies…Mischa Elman plays his magic violin, Gene Krupa plays his drums, W.C. Handy plays his cornet and talks about his childhood in Florence, Fats Waller turns up during Prohibition and demands (and gets) a quart of vodka before he will sing and play piano, Carl Sandburg reads his poems, and William Howard Taft, former President of the United States speaks on public affairs.
Theatorium:
The Theatorium, the town’s first motion picture theatre showed the hits of the day. Admission was 10 cents for adults and five cents for children.
The Theato featured an electric piano, oscillating fans to keep the patrons cool as they watched the movie stars of the day. Features might include the movie with orchestral accompaniment. Audiences were treated to a movie about the city starring local citizens and musicians.
Moving Picture Machine for Coffee High School. The value of moving pictures is being emphasized more and more as a method of education, and leading educators have recommended that all institutions should possess and use then whenever practicable. The Coffee High School has received a moving picture machine, the gift of Mrs. A.D. Coffee, and it will soon be installed. Mr. Lytell, the Manager of the Theato Amusement Company, has kindly offered his assistance and instruction. Prof. F.T. Appleby considers this gift a long step toward the attainment of his desire.
“Local Moving Pictures Made. Principal Parts in Play Taken by Florence and Sheffield People With Scenes in the City. The Enterprise Film Syndicate of Louisville, through their representatives, Messrs. Monaghan and Milliken, have this week been producing a motion picture in Florence and Sheffield, which will be completed and shown at the Theato on Monday and Wednesday of next week.
The Majestic Theatre:
The Majestic Theatre opened in 1916 with shows every Tuesday, Friday and Saturday. Featured was the first circus serial motion picture, “Peg of the Ring”, Douglas Fairbanks, and Keystone Comedy. The Majestic was open Tuesdays, Fridays, and Saturdays in 1916.
The Princess Theatre:
“A crowd awaits the opening of the box office at the Princess Theatre in early 1930s. The Tennessee Street Theatre, built by Louis Rosenbaum, has been visited by such celebrities as Will Rogers and Gene Autry. If the customers had money remaining after the 25–cent admission for a balcony seat, they could enjoy a 10-cent bag of popcorn. During the next decades the Princess was the site of the latest in movie entertainment.
Big Picture Coming to Bring Orchestra. The management of the Princess Theatre is to be highly complimented on its enterprise in bringing to Florence this time ‘The Hunchback of Notre Dame’. The company coming to the Princess carries the famous Memphis orchestra, successor to Handy’s, the originators of The Memphis Blues, Beal (sic)Street Blues, etc. This orchestra plays the entire score used for the original presentation of this picture on Broadway in New York City where it played for thirty solid weeks.
Features at the Princess included ‘The Hunchback of Notre Dame with Lon Chaney, Jr. and with special music by Yancy’s Famous Memphis Orchestra, and Mischa Elman, A Famed Russian violinist.
Roy Rogers, the new singing sensation cowboy. In person. 30 minutes of thrills and Western Music, Friday, June 30. One Day Only. Matinee – 15 cents and 30 cents, night 15 cents and 30 cents, 40 cents. On the screen: Roy Rogers in ‘Rough Riders Roundup’- Princess.
Gene Autry to make appearance in city: Gene Autry, America’s foremost western motion picture star comes to the Princess Theatre in Florence next Tuesday, July 11, for his second personal appearance in this city. Gene was so well liked at the genial welcome he received from the people of Florence and vicinity a year and a half ago, that he did not hesitate to accept the offer of Manager Louis Rosenbaum for a return engagement.
Stars, thrills, drama, all combine to make ‘Dr. Jekyll and Mr. Hyde’ at the Princess on Wednesday, Thursday, and Friday one of the season’s most exciting films. Spencer Tracy plays the dual title character, Ingrid Bergman is seen for the first time as a ‘bad girl’, and Lana Turner is cast as Tracy’s finance.
Shoals Theatre:
The Shoals Theatre, designed and built by Louis Rosenbaum, in 1948, was the fourth largest in Alabama with 1350 seats including a balcony. The theatre was the first theatre in the South to feature slide back chairs, which can be retracted 6 inches to make it easier for entrance and exit in the rows. The opening film, October 21, 1948, was ‘That Lady in Ermine” starring Betty Grable, Douglass Fairbanks, Jr., and Cesar Romero.
