HISTORY OF THE STRAND
Self Guided Walking Tour
Welcome to the Earl and Rachel Smith Strand Theatre! This walking tour highlights the rich history, architectural details, and cultural significance of this iconic landmark.
A Tale of Resilience
The story of The Strand begins long before its grand opening in 1935. The site of the theatre has witnessed both triumph and tragedy. In 1930, a devastating Halloween fire ravaged the northeast corner of Marietta Square, where The Strand now stands. The fire left the community reeling, but it also inspired resilience and determination. From the ashes of the old buildings, a vision for a modern, state-of-the-art movie house emerged. This vision became reality when the Manning-Winks Theatre Company broke ground in early 1935. In September of the same year, The Strand opened its doors, symbolizing hope and renewal for Marietta.
Exterior and Marquee
The Strand officially opened on September 24, 1935, with the premiere of Top Hat starring Fred Astaire and Ginger Rogers. Built in just seven months for $150,000 by the Manning-Winks Theatre Company, The Strand was considered the most modern theatre outside Atlanta. Its stunning Art Deco architecture showcased “modern technologies” such as heating, air conditioning, and a fireproof projection room, ensuring a state-of-the-art experience for patrons.
The marquee, a beacon for the community, is a faithful replica of the original 1935 design, complete with 610 bulbs illuminating the sidewalk below. The small black sign on top of the large “STRAND” lettering, unlit in 1935, now shines at night, adding a touch of modern brilliance. A new 3-sided digital LED board has replaced the original letterboard, adding new technology to mesh with the features of the original design.
Lobby
Enter the Marietta Board of Lights and Water Lobby, where history and restoration converge. This space, once an open-air arcade, featured a kiosk-style ticket booth and welcomed patrons with a grand sense of arrival. On one side, Jones Drugstore operated in the area that now houses restrooms. The restoration process revealed original plaster crown molding, which had been hidden under 200 pounds of black paint applied in the 1960s. Today, the ceiling showcases intricate Moroccan-inspired lighting fixtures, real Italian plasterwork, and gleaming gold-leaf accents.
Notice the Eve Gray Tuscan Impressions auditorium doors and chandeliers rescued from a razed Atlanta hotel. These elements together create a stunning homage to The Strand’s Art Deco heritage.
Auditorium
Step into the auditorium, where the magic of live performance and cinema comes alive. The space now seats 531, a reduction from the original 1,000 seats to provide wider aisles and seats, more legroom, and updated technical facilities. The proscenium arch and barreled ceiling are original features, restored to their former glory. Hand-painted seat standards and railings, created by local artists, add unique character to the space.
Originally, the stage was 18 feet deep, but it has been extended to 38 feet to accommodate modern productions. Beneath the stage, you’ll find four dressing rooms and two restrooms, supporting cast and crew in their preparations. The Marcia P. Lane Orchestra Pit, a gift from the Atlanta Lyric Theatre, houses the Mighty Allen Theatre Organ. The theatre organ is in regular use and can be seen in action at silent films with live organ accompaniment, pre-show entertainment, and other special events throughout the year.
Today, the auditorium sees over 150 events a year including a full live theatrical season, movie screenings, live comedy, concerts, and more!
Mezzanine and Balcony
Ascend to the mezzanine level to experience a different perspective of the auditorium. This area features the original flooring and offers a unique view of the stage from the Mingledorff’s Balcony. Historically, a partitioned wall in the mezzanine separated seating by race during segregation. Today, this intimate vantage point ensures that every seat, even in the balcony, feels close to the action on stage.
Second Floor Lounge
The second-floor event space, once home to Loudermilk Photography Studios, reflects the building’s rich history. This studio was the premier photography business in Marietta for decades, capturing countless memories. The space remains one of the brightest in the building, with six oversized windows offering views of the vibrant Marietta Square. Complemented by cherry floors, coffered ceilings, and three chandeliers rescued from a historic Atlanta hotel, the room exudes elegance. Now, this event space can host 70 to 130 guests for dinners, receptions, and corporate meetings. The fully equipped catering kitchen and advanced media projection system make it a versatile venue for a variety of events.
On Friday and Saturday nights, this space also houses our Lumiere Lounge cocktail lounge and piano bar. Established in 2014, Lumiere provides patrons a space to enjoy a beverage of their choice in an art deco atmosphere, while enjoying piano players tickling the ivories and silent films from the projector. The lounge also hosts special events throughout the year, such as the upcoming Jazz Talks with Trey Wright.
Fourth Floor Terrace Room
Originally a gravel roof with a fireproof projection booth, the fourth floor has undergone a remarkable transformation. The projection booth, once the first fully fireproofed booth in Georgia, was built to protect against the highly flammable nitrate film used in early cinema. Now, the room’s coffered ceilings, teardrop chandelier, and decorative transom etchings—replicating those from 1935—create a timeless elegance. The adjacent Cobb Terrace offers breathtaking views of Glover Park, Kennesaw Mountain, and the Marietta Square. With its indoor-outdoor design, the space can host up to 115 guests for unforgettable events.
On Friday and Saturday nights April through November, the Fourth Floor Terrace Room hosts Brew with a View, the only rooftop bar on the Marietta square. This space offers patrons an opportunity to enjoy live music and beverages on the terrace. Patrons can also visit the Fourth Floor Terrace Room for special events such as Brew With The Bard’s A Comedy Of Errors, premiering Friday nights January 31st through March 7.
The Strand’s Rich History
- 1935: Opened as an Art Deco movie theatre with cutting-edge amenities.
- 1947: Sold to the Martin Theatre Chain as television and drive-in theatres gained popularity.
- 1964: Renovated to reflect modern tastes, losing much of its original Art Deco design.
- 1976: Converted into retail space after closing as a theatre.
- 1980s: Operated as a music venue and concert hall, hosting rock bands and other performances.
- 2002: Vacant and deteriorating, the community organized efforts to save it.
- 2008: Restored and reopened with a production of Beauty and the Beast.
- 2018: The Strand celebrated paying off its renovation debts, securing its future.
The Strand Today
The Earl and Rachel Smith Strand Theatre stands as more than just a historic building; it’s the beating heart of Marietta. Its role as a cornerstone of downtown revitalization has made it a hub for culture, art, and community. From live performances and films to concerts and private events, The Strand continues to inspire and unite people from all walks of life.
Conclusion
Thank you for visiting the Earl and Rachel Smith Strand Theatre! Your tour today helps support the preservation and growth of this beloved landmark. If you’d like to contribute further, consider making a donation or becoming part of the history of The Strand by dedicating a brick or seat as a lasting tribute.
For more information, to buy tickets, or to host your own event at The Strand, please contact our box office at 770-293-0080 or visit strandmarietta.org
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.
© 2025 Friends of the Strand, Inc. All rights reserved
EIN 20-0210688