New theatre openings have become somewhat scarce in recent years, with exhibitors tending to favor remodeling existing venues and acquiring competition, as a means for expanding their presence. In Turn, these facility upgrades and transfers in ownership rarely garner more than a “blink and you’ll miss it” public notice of the change. However, back when new builds were the norm, there was usually a great deal of celebration and promotion centered around each opening. And, for those exhibitors who wanted something extra special for their new theatre’s big night, celebrity appearances were the go to marketing ploy.
If the new theatre happened to be a large market flagship, there might be an “A-list” star studded premiere tied to the opening. However, most celebrity openings featured slightly less grand appearances by local media figures and waning stars. In some cases, the celebrity might have a personal interest in the venue; as was the case for Jerry Lewis’ frequent attendance at openings for his ill fated namesake theatre chain. For the vast majority of such openings the star in attendance came from a stock group of actors who were looking to supplement their income; Debbie Reynolds and Glenn Ford being the most frequent celebrities for hire in the 1970’s.
In the case of Mann Theatres, the celebrities were once known as official “ambassadors” of the chain (whether they were actually contracted employees or merely assigned the moniker as a one off is unknown). Actress/singer Rhonda Flemming, wife of Mann Theatres’ owner, Ted Mann, was the de facto ambassador. Yet, for a period in the mid 1970’s, prolific character actor Chill Wills served as Mann’s official ambassador. Mr. Wills posed for pictures, signed autographs, and handed out commemorative pins at several Mann openings of the time; according to one account, he was also so drunk at the Torrence Old Town 4 opening that he could barely stand.
“B-list” and social faux pas aside, these celebrity appearances once played a role in the glamour and magic of moviegoing. Those in attendance had an “in person” brush with fame that they would likely never forget and the theatre opened with a sense of being a special place.
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