Ben T. Davis: The Man Who Lost A Bridge
August 7, 2024
The Florida Theatre was constructed in 1926 during the city’s boom era. Designed by architects Roy A. Benjamin and Robert E. Hall, it was one of four "super luxury" theaters built in Florida during that era by Publix Theatres, the theater construction arm of Paramount Picture
Located at the corner of 5th Street and 1st Ave South, it was a historic landmark in St. Petersburg, renowned for its stunning architecture and rich history. The theatre served as a hub for movie screenings and live performances, attracting audiences with its opulent interior, state-of-the-art technology for the time, and air conditioning, a rare luxury in the 1920s.
The Florida Theatre is a prime example of Mediterranean Revival architecture, characterized by its terracotta tile roof, ornate plasterwork, and Moorish-inspired details. The theatre's lobby was a masterpiece of design, featuring intricate mosaics, marble floors, and a soaring ceiling.
There were grand mirrors that reflected the majesty, enhanced by nearly 2,000 light bulbs. Oil paintings of Spanish galleons and ominous nobleman decorated the walls. Outfitted with gilded rococo chairs, red velvet-covered benches and lamps of wrought iron, ornate tapestry and armor accented the scene.
The auditorium boasted a stunning interior with detailed plasterwork, a grand stage, and sweeping staircases that led to five balconies. The $1-million structure was an architectural jewel.
On Sept. 10, 1926, a line formed nearly five hours before the Florida Theatre's 7:45 p.m. grand opening. By show time, a capacity crowd of 2,500 filled the theater. It was the largest crowd to witness a local theatrical performance.
Patrons shivered in the air conditioning as the St. Petersburg Orange Band played. After the national anthem, Sen. William Hodges dedicated the cinema. Mayor R. S. Pearce accepted. Dancers frolicked to organ music before the feature film, Tin Gods.
Featuring a movable orchestra pit and a three-story pipe organ, it looked like a mixture of an old opera house and Spanish castle. A screen 20 feet wide and 11 feet high brought Hollywood to the Sunshine City.
Through the years, stars such as Elvis Presley and George Jessel shined on stage. A risqué performance by exotic dancer Sally Rand opened many eyes.
The Florida Theatre celebrated its 30th Anniversary in 1956 with three performances by Elvis Presley. It’s a fast sellout of 6,000 tickets at a buck and a quarter for the cheap seats; $1.50 for the big spenders. But some parents just don’t get it, even when a reporter explains that the 21-year old Presley “has the muscular body of Mickey Mantle, the lovable charm of Marlon Brando and the singing style of Johnny Ray.”
Theater manager Walter Tremor claimed amazement that so many older folks bought tickets, feigning concern about who would attend the dance at the Senior Citizens Center. “Some of those people will be doing the rock and roll down there on the waterfront,” Tremor lamented—with a grin.
Minutes before the matinee, the King of Rock and Roll admitted he couldn’t tie a necktie so drummer D.J. Fontana obligingly knotted the cravat that matched Elvis’s white bucks. Wearing black pants, a green jacket and his famous curled-lip smile he stepped on stage. The girls screamed. Six fainted.
The Florida Theatre would stay in business for 41 years. As movie viewing habits changed in the latter half of the 20th century, the Florida Theatre faced declining attendance.
On Oct. 1, 1967, First National Bank purchased the Florida Theatre for $225,000. About 135 of the cinema's effects were sold at a sweltering auction attended by 400 people. "Auctioneer P. Frank Stuart started his rhythmic chant: $5. Do I hear $5?" the Times wrote. "With each sale, a bit of the city's history fell away."