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.
1864The 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.
1914In 1929, a fire destroys the Strand Theater located on Atlanta Street.
1929Manning-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.
1935The 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, 1935The 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.
1936From 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.
1953-1960The 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.
1964After 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.
1986Between 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.
1993The 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.
2002Community leaders explore the possibility of restoring The Strand Theatre. Shortly thereafter, the group is formally organized as Friends of The Strand, Inc.
2002In October, Friends of The Strand achieves certification as a tax-exempt 501(c)(3) nonprofit organization, marking a pivotal step forward.
2003A 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.
2004The Friends enhance architectural plans by incorporating two reception rooms and a rooftop terrace.
2005The 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.
2006The 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.
2017Free from debt, The Strand opens its first ever full theatrical season.
2019Today, 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.
TodayIt 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