The History of The Strand

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. 

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. 

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

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

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.

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.

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.

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

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

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.

Read more about the Zimmerman Years

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.

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."

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. 

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. 

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. 

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.