Vintage Toronto Ads: A Photoplay Palace Turns Ninety
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Vintage Toronto Ads: A Photoplay Palace Turns Ninety

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Sources: Toronto Star, August 16, 1919 (upper left); Toronto Star, August 18, 1919 (the rest).

It was ninety years ago today that east-enders were first able to enjoy fine entertainment at the theatre that underwent numerous name changes between its opening as Allen’s Danforth and its current incarnation as the Music Hall. Growth in what was considered suburbia in 1919, along with the ease of reaching Danforth Avenue via the recently opened Prince Edward Viaduct, persuaded the Allen’s cinema chain to build a high-quality theatre in the neighbourhood.
The Mail and Empire provided a preview in its August 16, 1919 edition:

After having traced them half-way across the United States and a large portion of Canada, Messrs. Jule and Jay J. Allen received with great relief yesterday the news of the arrival of the 1,800 seats for their new Danforth theatre, which will be opened on Monday evening. The handsome structure is entirely complete and it is promised that it will show the people of Toronto something new in the way of cinema house construction. Although this house has been built largely for the convenience of the residents of the Danforth and Rosedale sections of the city, it is one of the largest motion picture houses in Toronto and among the most modern. There will be no formalities for the Monday evening performance, but the theatre will be open to the general public.

The theatre marks its anniversary tonight with a plaque presentation by Heritage Toronto at 7:30 p.m., followed by a silent feature with live piano accompaniment. As the opening night film exists in fragments, viewers will be able to enjoy another Madge Kennedy vehicle, 1920’s Dollars and Sense. The admission price will certainly be sensible—only one thin dollar.

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