This is the OFFICIAL page dedicated to saving and restoring Waco's 1946 Art Moderne 25th St. Theatre. The final film was Disney's, "Bambi".
This page is dedicated to the past, present and future of Waco’s 25th Street Theatre. As World War II was winding down in 1944, Interstate Theatres began construction on what would become the 25th Street Theatre, Waco's first deluxe neighborhood theatre located at 1000 North 25th Street. Taking more than a year to construct, the 900 seat theatre opened with great fanfare on November 29, 1945. Hail
ed as the "Best and most modern picture house of it's kind in the Southwest", complete with a state of the art sound system, refrigerated air conditioning and the finest in Art Moderne decor. One unique and iconic feature was the Roman Charioteers murals designed by Eugene Gilbo. The opening gala featured a live broadcast from W-A-C-O radio, the North Junior High School Band, Waco Mayor Frank Wilcox, numerous top Interstate executives and the theatre's first customer "a little boy, Jack Berry", who stood in line all day to buy the first ticket. The opening movie was "Thrill Of A Romance", a musical, with Van Johnson and Esther Williams. Admission was 30 cents for Weekday Matinees, 40 cents for Nights, Saturdays & Sundays, and 12 cents for children anytime. As with any movie theatre of its day, the playbill included along with the feature, Merrie Melodies Cartoons and the daily newsreels. The theatre was an instant success with its location in the then upscale Sanger Heights Neighborhood, and the Saturday Morning Kiddie Shows . Although major blockbuster films were played, the focus was mainly on family friendly films, primarily Disney productions. Most notably was Disney's 1957 "Old Yeller", which broke attendance records that still stand to this day. During a renovation in the mid 1950’s the seating was reduced from 900 to 780 to accommodate the theatre becoming the first and only 70MM wide screen venue in Central Texas. This paved the way for a three-and-a half month run for “Sound of Music”. The theatre even had its share of celebrities visit, most notably Elvis Presley. After Presley's basic training at nearby Fort Hood in 1958, local Texas theatre owner, Eddie Fadel brought his friend Presley to a movie. Rumor has it that Presley had to be sneaked into the theatre via a back fire exit to avoid overly eager fans. In May 1977, the film "Star Wars" premiered and played a record 14 weeks at the 25th Street Theatre. The remainder of the 70s and the early 80s the theatre continued to play a few blockbusters and Disney features, but with the advent and popularity of twin multiplexes and the decline of the surrounding neighborhood, the theatre began to lose its appeal. In late July of 1982, the theatre which had now become a Plitt Cinema ended its 37 year run as a movie house. The theatre sat vacant until 1985, when local businessmen Richard Olsen and Richard Keiffer (who owned the popular "Outer Limits" nightclub on South 4th Street) purchased the theatre and began major renovations and redesign. The redesign included removal of all but 100 of the theatre’s 780 seats, terracing the floor to a "cabaret style” and the installation of a state of the art light, sound and video system......unlike anything Waco had seen before or since. Renovations included a new roof, screen, curtains, paint throughout the building, the restoration of the massive "25th Street Theatre" vertical neon sign and marquee, and modernization of the air-conditioning system. Pre-opening events included the 1986 Miss Waco Pageant, and a concert by R&B group The Bar-Kays. Labor Day weekend 1986, Olsen and Keiffer moved The Outers Limits to the theatre, and the dance club "25th Street" was born. As mentioned before, the club was unlike anything Waco had ever seen. It quickly gained popularity, mostly with Baylor University and local High School students, mainly because of its "new wave" and "progressive" format popular in the 80s in other cities but not so much in ultra conservative Waco. Another draw was the club had a Friday Night live radio broadcast on KWTX-FM and a TV Dance Show, "25th Dimension" which aired on KWKT-TV 44 and later on KCEN-TV 6. The club not only drew local college and high school students, but it also attracted people from as far away as Dallas and Austin. Like most nightclubs, its popularity waned, and "25th Street" closed on July 25 of 1992. Owners Olsen and Keiffer moved their operation to Dallas' Arcadia Theatre with the intent of moving back to Waco in 2-3 years. Unfortunately, this never came to be. Olsen was murdered on Nov 23, 1993, and his estate has been in ownership limbo since then. In 2004, several locals banded together to Save The 25th Street Theatre from possible demolition ordered by the City Of Waco, but the ownership issues stand in the way to this day…..meanwhile she sits waiting! TO BE CONTINUED.............
05/01/2018
We at the Texas Museum of Theatre and Broadcast wish to thank all of our loyal and faithful cheerleaders of the 25th for their support through the years.
The decision of possibly selling the 25th to the City of Waco was not an easy one to make, as its been a very passionate 14yr endeavor with countless time and dollars spent behind the scenes from our board and 25th friends. All of this was done in hopes of one day being able to light up the marque, screen and stage again for current and future generations to enjoy for decades to come.
However the reality has takin us down a different path, but one in which we hope the 25th will be repurposed into a much needed new and larger Fire Station for the neighbor hood.
Please read our press release below for more information.
07/22/2017
25th was the only 70mm Theatre in Waco's History!
12/31/2016
121 years of movies!
120 years watching movies together
On the 28th of December, 2015, it will be 120 years since the Lumiérè brothers screened first commercial film images. So, we can say that that occasion…
We at Save The 25th would humbly ask you to visit, LIKE and SHARE one of our extremely talented and generous corporate sponsors. Clever Guys Media has graciously given generously of their time and web web development talents building our websites and presence. What you currently see is only the beginning. They are passionately committed to the long haul working to Save The 25th~!~
As you may have noticed we have been showing you pics and videos in a countdown format, well that countdown was for two very special reasons.
The first, to commemorate the 30th anniversary of the 25th Street Dance Club opening after a move from the former Outer Limits on South 4th Street. Opening night was Saturday August 30, 1986, and the six years of it's existence as you all know, made a huge impact on many of our lives from cherished memories to lifelong friendships.
The second reason for the countdown was to also count down the days to officially launch the REBIRTH of the 25th Street Theatre and to formally kick off fundraising to Save The 25th so that the Theatre may provide many more years of service to the Waco community.
There have been several questions about what the Theatre's use would be if and when it would be renovated. Although there have been many good ideas, the idea of it being a nightclub is NOT an option. Exhaustive business model studies ruled that option out early in the studies process. Also, the life of the 25th as a club was a special moment in a special time, and can not ever be recreated. Those of us who frequented it as a club. understand what I mean.
The revitalized and re-purposed facility will hail back to the Theatre’s halcyon days as a premier motion picture presentation venue but will, further, have the flexibility to be a multi-use venue supporting community events and presentations.
It is hoped that the community at large will find the efforts to bring the iconic Theatre back worthy of enthusiastic support. The stately Gem of 25th St. is calling, “Rescue Me”……
Help us create the next chapter in the 25th Street Theatre's rich history!
25th Dimension "Rescue Me"
Labor Day weekend 1986, Olsen and Keiffer moved The Outers Limits to the theatre, and the dance club "25th Street" was born. As mentioned before, the…
05/01/2018
12/31/2016
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