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The History of The Strand

Two decades ago, in the heart of downtown Marietta, a historic theater lay dormant, its grandeur fading with time. Then, in a remarkable turn of events, a community rallied together to breathe new life into this cherished landmark. The Strand, once a symbol of bygone days, underwent a remarkable transformation to become the crowning jewel of the Marietta Square it is today.

Today, The Strand stands as not only a cherished historic landmark but also as the beating heart of downtown Marietta—a testament to resilience, creativity, and the enduring power of a united community. Its story is one of transformation and triumph, inspiring generations to embrace the magic of live theatre, cinema, and cultural experiences at the heart of Marietta Square.

 

After the 1864 burning of Marietta during the Civil War, the town strove to rebuild during the Reconstruction area. The corner lot of the downtown square was built up, and in 1885 the area where The Strand stands today became a dry goods store and grocers. 

1864

The Manning-Winks Theatre Company opened their second theatre in Marietta, located on Atlanta Street. This was the first Strand Theater in Marietta, although not in the same location that it stands today. 

1914

In 1929, a fire destroys the Strand Theater located on Atlanta Street.

1929

On Halloween in 1930,  another fire destroys the buildings on the northeast corner of the square where The Strand stands today.

1930

Manning-Winks Theatre Company officially announced the opening of their new Art Deco movie theatre on the north east corner of the square after seven months of construction. Embracing “modern technologies” such as heating and air conditioning, acoustical sound system, seating for 1,000 and a fireproof projection room, The Strand was the most modern theatre outside of Atlanta and cost $150,000 to build.

The building, which is now operated entirely by the Friends of The Strand, once housed additional businesses on its second and first floor: Loudermilk Photography Studios, Jones Drugs, and Fox Jewelry Co.

1935

The Strand opened its doors on September 24 at 2 o’clock. All of Marietta attended the premiere of Top Hat, a musical film starring Fred Astaire and Ginger Rogers.

September 24, 1935

The Strand’s one-year anniversary was celebrated in September with the premiere of the movie Swing Time, starring Fred Astaire and Ginger Rogers.

A slogan contest was announced in June and the winner would receive free movie tickets. The winning slogan “The House of Smart Attractions” was selected, though the winner of the contest is unknown.

1936

Television and drive-in theaters were quickly gaining popularity. Manning-Winks Theater Co. sold The Strand to the Martin Theater Chain.

1947

Martin Theatre Chain owned and operated the Strand up until the late 1950’s when they were bought out by the Georgia Theatre, Inc.

1947

From 1953 to 1960, James Zimmerman was the man behind The Strand. The Strand’s main fare was film, but James Zimmerman created memories. From “best lip print” contests during the premier of It Started With A Kiss to serving punch from a bathtub for the opening of Thoroughly Modern Millie, there was always a unique twist that made going to The Strand more than just going to the movies.

“He was just born with this ability to promote movies and he hobnobbed with the stars,” Bonnie, his wife, remembers.

Celebrities who walked The Strand’s red carpet included Alfred Hitchcock, Maureen O’Hara, Linda Evans, Fess Parker, and George Stevens, among many others.

1953-1960

The Strand remained largely unchanged until the early 1960s, when a rise in the popularity of multiplexes led to the closings of classic one-screen movie houses across the nation. In an effort to modernize the theatre, The Strand underwent a total renovation.

Most of the original art deco stylings were eschewed in favor of a more modern aesthetic. This renovation resulted in the loss of much of the interior design elements that had historically been a part of the theatre. The original marquee was replaced, the Georgian marble facade was stuccoed and painted, and much of the interior was updated to reflect the times.

1964

The Strand was sold from Georgia Theatre, Inc. to Herbert Goldstein under the provision that it could not operate as a movie theatre for the next decade. It was converted into a retail space housing "Goldstein's Men & Boys Shop."

1976

The Strand was leased and re-converted back into a movie theatre and concert hall. 

In 1984 a fire destroyed the original stage, rigging, and severely damaged the original ceiling. Even after extensive repairs, the theatre was forced to close in 1985. 

1982

After damages and vacancy left the theatre falling into more and more disrepair, plans began to be made to demolish the theatre and replace it with a 10 story office building.

Marietta residents, community activists, and preservationists led by the Cobb Landmarks and Historical Society opposed the plan, lobbying instead for its renovation and reuse as a community civic center.

Their efforts were ultimately unsuccessful, but when no developer came forward to accept the contract to demolish the building it was leased out to Liberty Church for weekly services. 

1986

Between 1993 and 2002, The Strand housed a number of live music ventures. In that time it housed a Christian music venue, a rock club and bar called The Hangar, and was eventually rechristened as The Strand in 1997 as it continued to be a home for live music in Marietta. 

1993

The theatre was vacated, displaying a “FOR RENT” sign in the box office window. The once-glamorous movie palace deteriorated as it waited for a happy beginning.

2002

Renovation and Reopening

Community leaders explore the possibility of restoring The Strand Theatre. Shortly thereafter, the group is formally organized as Friends of The Strand, Inc.

2002

In October, Friends of The Strand achieves certification as a tax-exempt 501(c)(3) nonprofit organization, marking a pivotal step forward.

2003

A capital campaign seeking support to “Bring Back The Strand” is launched in July for the $5,000,000 restoration and start up operations of The Strand Theatre.

2004

The Friends enhance architectural plans by incorporating two reception rooms and a rooftop terrace.

2005

The spirited "Grand for The Strand" seat campaign launches, allowing community members to own a piece of Strand history with a seat dedication in the auditorium.

2006

The final phase of demolition signals the beginning of The Strand's transformation. Ground is broken in June.

2007

By November, construction is complete, culminating in the joyous opening to the public with the Atlanta Lyric Theatre’s presentation of “Beauty and the Beast” on December 5.

2008

The Earl Smith Strand Theatre celebrates its official Grand Opening, marking a momentous occasion in the theater's vibrant history.

January 2009

Warner Home Video & Turner Classic Movies selects the Strand Theatre for the World Re-Premiere of ‘Gone With The Wind’ as part of Marietta's 175th anniversary.

2009

The Strand opens the silent film themed Lumiere Lounge, a speakeasy style piano bar and cocktail lounge located on the second floor, adding a delightful touch to the theatre experience.

2014

The Earl Smith Strand Theatre is renamed the Earl and Rachel Smith Strand Theatre in honor of Earl Smith’s late wife, Rachel, a tribute to her enduring legacy.

Read more about the Smith legacy at The Strand.

2017

The Strand raises $250,000 during the 250 Grand for The Strand campaign and claims a matching donation from Earl Smith, effectively wiping out the remaining renovation debt left from saving the historic theatre in the early 2000s and securing the theatre's future.  

2018

Free from debt, The Strand opens its first ever full theatrical season.

2019

Today, The Strand stands proudly as the cornerstone of downtown Marietta, a beacon of cultural vitality and artistic expression. Its marquee lights up the night, drawing crowds to experience live theatre, films, concerts, comedy shows, national tours, and joyful community gatherings.

The renovation and reopening of The Strand marked a turning point for Marietta. As the doors reopened, so did the energy and spirit of the city. The revitalized theater became a hub of creativity and entertainment, catalyzing the resurgence of downtown Marietta into the vibrant regional destination it is today.

As a cherished historic landmark, The Strand embodies community pride and perseverance. Its story is woven into the fabric of Marietta's history, and its presence promises a bright and enduring future, filled with art, culture, and shared experiences for generations to come.

Today

Earl & Rachel Smith Strand Theatre

117 North Park Square
Marietta, GA 30060

Box Office Hours

Tue – Fri, 12 pm – 4 pm
Two hours before showtime

It is The Strand’s mission to enrich and engage our regional community through diverse entertainment and memorable experiences for all.

The historic Strand Theatre lights up the downtown Marietta square with live theatre, films, concerts, comedy, private events, and more. The Strand is a 501(c)(3) nonprofit organization.

© 2024 Friends of the Strand, Inc. All rights reserved

EIN 20-0210688

The Strand offices will be closed December 24-28 and January 1-17 for winter break