For some reason this popped into my mind over the weekend and I had to see if I could dig anything up on this, but back in the late 60’s/early 70’s when I was a young pup the elementary schools at the end of the school year would sell matinee tickets to your local movie theater for a Tuesday or Wednesday showing and each movie ticket cost 15¢. You would buy enough to cover you for the summer and once a week your parents would cart you off to the local theater and dump you there for the day. Life was good back then.
I’d like to say 15¢ was worth more back then and I’m sure it was, but this wasn’t breaking anyone’s bank that I remember. A small box of candy, which would be considered large by today’s standards, at my local Parkside Theater was 16¢ [the extra penny was for tax], so getting rid of your kids for a day each week in the summer was worth the price of a candy bar. I don’t know about other theaters at the time, but the Parkside also served ice cream and sandwiches which was a bit odd for back then as they weren’t pre-packaged, but hand scooped and hand made.
As I remember the movies started at around 11am or so and ended around 4-4:30pm. They’d show a cartoon movie and then a live action movie, all kid oriented of course. You could go in and watch Jungle Book followed by Treasure Island and for a little kid having the big screen to share with his friends and not having your parents around was great. Before every movie they showed a few cartoon shorts for the kids with short attention spans to help hold them over through the movie. In between movies they had an intermission which meant time to buy more candy so you could properly fuel your sugar rush for when you came home. I would be sent off with a dollar in my pocket and always get candy, popcorn and a soda and come home with change.
While I only went to the Parkside, I think the summer movie thing was done all around the city. I seem to remember using my tickets at a theater in the Richmond District once or twice because my Mom’s best friend lived there and I’d sometimes go with her kids. It’s kind of hard thinking back to those times because today you’ve got entertainment available from so many different sources. Back then we didn’t have channels to change, I don’t even think we knew what movies they were going to show. I believe the tickets just had the day and the date and 15¢. Maybe the school name was on it because it was probably a way for the schools to add to their coffers.
Now here’s the funny thing, I found out that the Parkside Theater back in those days seated 1329 people, so on a sold out matinee they would make only $199.35 from ticket sales. You couldn’t buy them at the door, you had to get them from your school. Anything extra they got was from selling foods at the snack bar. I’m sure minimum wage was awful back then since the first real job I got was in 1977 and paid $2.20/hour and at that price I bet they could barely cover the cost of the staff if they weren’t selling lots at the snack bar. Working then wasn’t too much fun because if you did something incorrectly they could cut your pay for the day and I’m sure that was over used because in the mid 70’s they made it so you had to be paid for the hours you worked. No one seemed unhappy working at the theaters back then though, but I was only 7 so what did I know.
Those days are gone now with most of the small neighborhood theaters disappearing [the Parkside was a first run theater that got the movies as they came out] and I’m sure we’ll start to see some of the larger theaters disappear as the home screens keep getting bigger and people like to eat less over processed crap that they can make cheaper at home. It’s kind of sad though because it was a very memorable time for me. I haven’t been to a movie theater now in close to ten years, mostly because I can get close to the experience for a fraction of the price without having to walk across sticky floors to sit in an uncomfortable seat and eat junk food that everyone says today will take 10 years off your life, but when you’re a kid you don’t notice those things.