Welcome to Contemporary Australian Studies!
Hello, everyone.
I am a student studying Media and Communication at Deakin University in Melbourne, Australia.
In one of media subjects, Contemporary Australian Cinema, I researched about an Australian cinema, The Westgarth Picture Theatre, at AFI research collection at RMIT University in Melbourne, at local liberary and in the internet website.
The research was summarised by answering this question, "What were the top five moments of the Westgarth Picture Theatre?" in this blog as final assignment of the subject. I hope this blog will be contributing to people studying cinema and to Australian cinema industry.
Hello, everyone.
I am a student studying Media and Communication at Deakin University in Melbourne, Australia.
In one of media subjects, Contemporary Australian Cinema, I researched about an Australian cinema, The Westgarth Picture Theatre, at AFI research collection at RMIT University in Melbourne, at local liberary and in the internet website.
The research was summarised by answering this question, "What were the top five moments of the Westgarth Picture Theatre?" in this blog as final assignment of the subject. I hope this blog will be contributing to people studying cinema and to Australian cinema industry.
Brief Introduction of The Westgarth Picture Theatre.
Location:
The
Westgarth Picture Theatre is located on 89 High Street, Northcote,
Victoria.
Public transportation (train, tram and bus) are accessible to get the theatre.
Public transportation (train, tram and bus) are accessible to get the theatre.
Photo: taken by the author of this blog.
It has been operating since October 1921. The theatre was listed on the National Trust Register of Historic Buildings in 1994. It is the oldest purpose-built cinema still running in Melbourne.
From 1987 to 1996, the Westgarth theatre was operated as the Valhalla Cinema.
Currently, it is owned by Peter Yiannoudes and operated by Palace Cinema chain.
It has been operating since October 1921. The theatre was listed on the National Trust Register of Historic Buildings in 1994. It is the oldest purpose-built cinema still running in Melbourne.
From 1987 to 1996, the Westgarth theatre was operated as the Valhalla Cinema.
Currently, it is owned by Peter Yiannoudes and operated by Palace Cinema chain.
1) The Westgarth’s Apogee In its Early Life (1924-25)
The theatre’s apogee was around 1925, during Mr Fred Yeomans management who had owned several cinemas, including the Westgarth theatre.
A Key to the Success
Yeomans was known as a great proponent of advertiser. He arranged the lobby displays at the Westgarth frequently and utilised twenty-four sheet boards placed throughout the Northcote area as a promotion of the theatre.
Also he said that good pictures and pleasing music were more powerful force at the theatre in early years.
Thanks to the promotion, the Westgarth theatre had reached its golden age in 1925. The theatre was full of cinema fans. The patrons were found standing and more than thirty people were seated in portable chairs, and this led to the first remodelling of the Westgarth Picture theatre in 1929.
(http://www.bonza.rmit.edu.au/bibliography/view/12263)
Newspaper advertisement for the Grand Opening of the Westgarth Theatre.
Australia in 1920s
Let's look at Australian society in 1920s here. According to MyPlace, the end of the World War 1 created great optimism and progress in the decade. Non-indigenous people had been given a high level of material prosperity than ever before. Women's liberation was also seen in the 1920s. It was expressed in their fashions, hair style, smoking, dancing and wider access to jobs. Before the Great Depression of 1929, Australian society in 1920s was in a new and changing era.
How about the world?
Cinemas were also blossomed in 1920s outside Australia. For example, in the United States, 1920s and 1930s were the greatest periods of film production, approximately 800 films were released in a year. It is quite large number, as today it is rare to reach 500 films in a year in the country. (http://www.filmsite.org/20sintro.html)
A common event that happened in both Australia and the United States around 1920s was triumph of the World War 1. So it seems that the event generated optimistic atmosphere among citizens and led to growing economic activity in those countries. If economy is rising, people afford to spend their money on enjoying arts. Also, women's liberation in Australia might encourage housewives to go out more often. So the thriving films' consumption in the era was related to WW1 and changing women's existence in the society.
2) The Arrival of a New Owner, Peter Yiannoudes (1966 )
Yiannoudes’ management in the Westgarth theatre brought substantial change for the theatre’s existence within Northcote community.
Yiannoudes, Australia, and Cinema
Yiannoudes started working in a cinema as an usher when he was 12 years old in his country, Cyprus.(http://bonza.rmit.edu.au/bibliography/view/12173)
Then he came to Australia in 1956 with the arrival of television, and worked as an importer and agent for Greek film companies. The first cinema that he acquired was the National Theatre in Richmond in 1961. Cinemas came on to the market in 1960s as cinema's popularity was predicted to continue to decline. Yiannoudes bought the Westgarth Theatre in November 1966 with $70,000 which was the most expensive Cosmopolitan's acquisitions. (http://www.bonza.rmit.edu.au/bibliography/view/12263)
It is the only cinema that the Yiannoudes family still owns. They have also a chain of foreign-language video stores currently. (http://www.bonza.rmit.edu.au/bibliography/view/12118)
Let's look at Australian society in 1920s here. According to MyPlace, the end of the World War 1 created great optimism and progress in the decade. Non-indigenous people had been given a high level of material prosperity than ever before. Women's liberation was also seen in the 1920s. It was expressed in their fashions, hair style, smoking, dancing and wider access to jobs. Before the Great Depression of 1929, Australian society in 1920s was in a new and changing era.
How about the world?
Cinemas were also blossomed in 1920s outside Australia. For example, in the United States, 1920s and 1930s were the greatest periods of film production, approximately 800 films were released in a year. It is quite large number, as today it is rare to reach 500 films in a year in the country. (http://www.filmsite.org/20sintro.html)
A common event that happened in both Australia and the United States around 1920s was triumph of the World War 1. So it seems that the event generated optimistic atmosphere among citizens and led to growing economic activity in those countries. If economy is rising, people afford to spend their money on enjoying arts. Also, women's liberation in Australia might encourage housewives to go out more often. So the thriving films' consumption in the era was related to WW1 and changing women's existence in the society.
2) The Arrival of a New Owner, Peter Yiannoudes (1966 )
Yiannoudes’ management in the Westgarth theatre brought substantial change for the theatre’s existence within Northcote community.
Yiannoudes, Australia, and Cinema
Yiannoudes started working in a cinema as an usher when he was 12 years old in his country, Cyprus.(http://bonza.rmit.edu.au/bibliography/view/12173)
Then he came to Australia in 1956 with the arrival of television, and worked as an importer and agent for Greek film companies. The first cinema that he acquired was the National Theatre in Richmond in 1961. Cinemas came on to the market in 1960s as cinema's popularity was predicted to continue to decline. Yiannoudes bought the Westgarth Theatre in November 1966 with $70,000 which was the most expensive Cosmopolitan's acquisitions. (http://www.bonza.rmit.edu.au/bibliography/view/12263)
It is the only cinema that the Yiannoudes family still owns. They have also a chain of foreign-language video stores currently. (http://www.bonza.rmit.edu.au/bibliography/view/12118)
Mr. Peter Yiannoudes at the Westgarth theatre.
Image Sauce:
http://preston-leader.whereilive.com.au/news/story/reel-link-with-homeland/
Greek Films
Yiannoudes targeted Greek immigrants in Northcote as new audience of the Westgarth theatre. He and his partners, Stan Raftopoulos and Andrew Papadopoulos used to own and lease a portfolio of Greek language cinemas with Yinnoudes' company, Cosmopolitan Motion Pictures Pty Ltd.
The theatre became a multicultural venue, it offered Greek, Indian, Turkish, and Cyprus films. In the early 1980s, the Westgarth theatre initiated Greek concerts.
(http://www.bonza.rmit.edu.au/bibliography/view/12263)
According to him, the most popular Greek film that he had shown was Golfo. It is estimated that about 80 per cent of Greek-Australians have watched it.
In 2010, he published a book entitled Greek Cinema Across Australia, which is about his life involving in cinema.
Yiannoudes still now offers Greek films in the Westgarth theatre.
(http://bonza.rmit.edu.au/bibliography/view/12173)
Are there Greek films in other cinemas as well?
Yes. Greek immigrants also could enjoy Greek films at other cinemas in Victoria. For example, according to another student researching The Cosmopolitan Theatre in which Greek and Italian films were shown, Golfo (1958) had been released for about three years, and Moussitsa, I (1960) had been shown for three years and ten months in the theatre. So some other cinemas also started to focus on foreign films in those days.
3) Survival After the Arrival of Television of 1956
Yiannoudes targeted Greek immigrants in Northcote as new audience of the Westgarth theatre. He and his partners, Stan Raftopoulos and Andrew Papadopoulos used to own and lease a portfolio of Greek language cinemas with Yinnoudes' company, Cosmopolitan Motion Pictures Pty Ltd.
The theatre became a multicultural venue, it offered Greek, Indian, Turkish, and Cyprus films. In the early 1980s, the Westgarth theatre initiated Greek concerts.
(http://www.bonza.rmit.edu.au/bibliography/view/12263)
According to him, the most popular Greek film that he had shown was Golfo. It is estimated that about 80 per cent of Greek-Australians have watched it.
In 2010, he published a book entitled Greek Cinema Across Australia, which is about his life involving in cinema.
Yiannoudes still now offers Greek films in the Westgarth theatre.
(http://bonza.rmit.edu.au/bibliography/view/12173)
Are there Greek films in other cinemas as well?
Yes. Greek immigrants also could enjoy Greek films at other cinemas in Victoria. For example, according to another student researching The Cosmopolitan Theatre in which Greek and Italian films were shown, Golfo (1958) had been released for about three years, and Moussitsa, I (1960) had been shown for three years and ten months in the theatre. So some other cinemas also started to focus on foreign films in those days.
3) Survival After the Arrival of Television of 1956
It is estimated that more than two-thirds of families in Sydney and Melbourne acquired television by the end of 1950s. Television soon became prevalent as a dominant tool of communication which took over from cinemas, radio, and printing media in Australia.
(http://www.skwirk.com.au/p-c_s-14_u-189_t-505_c-1867/communications-1950s-1960s/nsw/communications-1950s-1960s/australia-s-social-and-cultural-history-in-the-post-war-period/the-impact-of-changing-technology-on-everyday-life )
Penetration of television in ordinary houses led to cinemas' closing at an unprecedented rate from 1956. The number of audiences in the Westgarth theatre dropped two-thirds in 1959. There were several cinemas on High Street, Northcote, including the Westgarth theatre, however, only two cinemas, the Westgarth and the other cinema were able to survive on the street.
(http://www.bonza.rmit.edu.au/bibliography/view/12263)
An American family watching television in 1950s.
Image Sauce: http://www.edinformatics.com/inventions_inventors/television.htm
Yiannoudes believes that Greek films played a role in connecting Greek immigrants, their homeland, its language and culture in the late 50s and 60s in Melbourne.
Although television created new form of communication and attracted majority of citizens in the country, for immigrants, it was not as alluring as for local people. Therefore, cinema revived, the Westgarth became the venue not only for amusing audience but also for providing social and networking forum for the immigrants in the era. (http://www.bonza.rmit.edu.au/bibliography/view/12263)
Although television created new form of communication and attracted majority of citizens in the country, for immigrants, it was not as alluring as for local people. Therefore, cinema revived, the Westgarth became the venue not only for amusing audience but also for providing social and networking forum for the immigrants in the era. (http://www.bonza.rmit.edu.au/bibliography/view/12263)
Why is there Greek Community in Victoria
State?
Here, let me introduce briefly about history regarding Greek immigrants in Victoria State. There is a long and deep connection
between Greek immigrants and Victoria.
According to Museum Victoria Australia, Greeks have started coming to
Victoria since 1850s to discover gold. Most of them meant to returned to Greece after discovering the gold. So by 1871, only 146 Greeks were living in Victoria who remained there, finding jobs in
restaurants and cafes, after the gold rush declined. However, more than 160,000 Greeks have arrived in Australia,
mainly in Victoria after the World War 2. Greek community has been developed
there. In 2006, over 54,000 Victorians
were originally born in Greece. Therefore, the Greeks have significant influence on society in Victoria from the past.
One of the reasons why Westgarth could survive was because introduction of Greek films commenced by the owner, Yiannoudes. As Yiannoudes himself was an immigrant from Cyprus, he might be observing homesick immigrants' feeling. Then he might consider that cinemas could provide social space to be entertained for the Greek immigrants. In my opinion, it might be that Yiannoudes wanted to cheer the Greeks up by showing Greek films, because living in foreign countries in those days might be harder for most of immigrants than today.
There is a theatre, called Athenaeum theatre, in Victoria, which has been operating since 1839. The theatre has overcome the arrival of televsion as well. An another student researching the theatre discusses about why people are attracted to watching films for a long time. She points out that films exist to make us aware that we are not alone, viewing films in cinemas creates sense of community and friendship among the audience.
People always try to seek their sense of belongings, the elements that create their ideas, and influence their behaviour and decision. Those elements significantly are related to their culture. Therefore Greek immigrants might be able to confirm and be aware clearly of their sense of belonging with each other while viewing the films that portray Greek culture.
There is a theatre, called Athenaeum theatre, in Victoria, which has been operating since 1839. The theatre has overcome the arrival of televsion as well. An another student researching the theatre discusses about why people are attracted to watching films for a long time. She points out that films exist to make us aware that we are not alone, viewing films in cinemas creates sense of community and friendship among the audience.
People always try to seek their sense of belongings, the elements that create their ideas, and influence their behaviour and decision. Those elements significantly are related to their culture. Therefore Greek immigrants might be able to confirm and be aware clearly of their sense of belonging with each other while viewing the films that portray Greek culture.
Image Sauce: http://anthro.palomar.edu/ethnicity/ethnic_2.htm
4) The Valhalla Years (1987-1996)
The Westgarth Picture Theatre was operated as The Valhalla Cinema from 1987 to 1996 as lease. The Valhalla cinema originally started its operation in Richmond in 1976. Valhalla did not renew the lease in Richmond, then the cinema found a new home, the Westgarth Theatre. (http://www.bonza.rmit.edu.au/bibliography/view/12263)
Its Feature
Eclectic mix of art-house
Nostalgic and foreign atmosphere.
The Change
The arrival of the Valhalla saw new innovation and adaptation in the Westgarth theatre. The art deco cinema offered unique events that were distinct from major big cinemas. The events include the 24-hour science-fiction marathons and screenings of the Rocky Horror Picture Show. (http://bonza.rmit.edu.au/bibliography/view/12164 )
Also, improved access to public transport facilities (tram, train and bus) made Valhalla easier to be assimilated into Northcote community. The 80-year-old building has been refurbished with the expense of $250,000 during the years.
(http://www.bonza.rmit.edu.au/bibliography/view/12263)
The Rocky Horror Picture Show
Its Originality
According to the patrons, they found Valhalla a more friendly and more generous venue towards audience than other big cinemas. For instance, if there is a customer who sat in a way which is prohibited in large contemporary theatres, no one cared about the customer's bahaviour in Valhalla. Others were fond of the nostalgic, less modern atmosphere that was dissimilar to any other cinemas in Melbourne.
Also, most of Valhalla's patrons were using student and unemployed concession tickets. That prevented Valhalla from ticket price war with other cinemas.
(http://www.bonza.rmit.edu.au/bibliography/view/12120)
It is clear that the Valhalla was maintaining cosy and at-home atmosphere for audience.
5) The Valhalla’s Closure (1996)
The Valhalla Cinema closed its operation on June 1996 as the lease from the Westgarth expired. The cinema was not able to gain same popularity as its in Richmond during the lease. It also could not extend the lease and find a new venue.
(http://www.bonza.rmit.edu.au/bibliography/view/12263 )
Its Ending
The cinema finished its 20-year institution with Pandora's Box, The Blues Brothers, Rocky Horror Picture Show and A Clockwork Orange.
Pandora's Box (1928)
The existence of single-screen cinema
The owner, Yiannoudes stated confidently that running a 900-seat single-screen theatre was not odd, and considered that audience were "getting sick of sitting in little boxes to watch movies." So he refused to install more screens offered by Valhalla.
On the other hand, the general manager of Valhalla, John Rowse, said “The era of the single-screen cinema is just about over.” Valhalla’s director, Barry Peak, also cynically pointed out that “people’s tastes seemed to have become more conservative.”
While it is said that there will be a cinema in some form and shape of Valhalla, Rowse is unsure that when Valhalla cinema will come back, and said that even if it returned, it would not be a single-screen cinema because it is too risky to manage.
Inside the Westgarth Picture Theatre
Image Sauce: http://cinematreasures.org/theaters/22330
Australian Film Industry in 1990s.
According to a report from Lisa French, Australian film industry was in a successful period in 1990s. More than 20,000 people were working in the industry and they earned "considerable revenue from export." So Australian film industry was not declining in the decade.
How about other Australian cinemas?
Some other arthouse cinemas were thriving in those days. The Goerge , Como, the Balwyn, Belgrave, Brighton Bay and Trak cinemas were doing well when Valhalla was closing. However, Valhalla was not able to survive. (http://bonza.rmit.edu.au/bibliography/view/12158)
Despite Australian film industry's progress, arthouse cinema's popularity, and many people related to the industry lamented and regreted the Valhalla's closure in media, the old art deco cinema, Valhalla, had lost its presence in Northcote within a decade.
So the reason why Vahalla had to close its valuable existence seems not only because of the unsuccessful negotiation about lease extension with the Westgarth, but also lack of active offers from other theatres that could take over Valhalla's originality and passion towards cinema fans.
Keeping up with trend cinemas
The Valhalla’s closure might be one reason of the Westgarth’s restoration.
On August, 2006, the Westgarth theatre has been refurbished and redeveloped. It shifted from a single-screen cinema to a three-screen theatre. The Westgarth could not keep the single-screen policy under the changing cinema industry management.
That's all.
I hope you enjoyed this blog.
2012 February
