In 1974, Atlanta’s Fox Theatre closed as Southern Bell planned to demolish it for a headquarters; residents raised $3 million to save it, and the landmark now hosts 250+ shows a year
On a busy stretch of Peachtree Street, the Fox Theatre looks less like a cinema and more like a palace that somehow landed in the middle of the city. Gold details, towering domes, minarets and elaborate patterns transform its interiors into an extravagant fantasy, an effect that has made the building one of Atlanta’s most recognisable landmarks.According to the Fox Theatre website, the theatre opened on Christmas Day in 1929, at the height of the grand movie-palace era. Its story, however, began slightly differently. The building was originally conceived as a headquarters for Atlanta’s Shriners, who envisioned an elaborate structure inspired by architectural landmarks including Spain’s Alhambra and Egypt’s Temple of Karnak, explains the website.The resulting design proved far more expensive than anticipated. Rather than completing the project as originally intended, the Shriners leased the building to cinema entrepreneur William Fox, whose name would ultimately become inseparable from the theatre.
From Steamboat Willie to Stardom
The Fox opened its doors on December 25, 1929, with Disney’s Steamboat Willie among its early cinematic attractions. Its lavish surroundings quickly became part of the experience, drawing audiences not only for films but also for live entertainment, opera, dances and stage performances.The timing was challenging. The Great Depression soon placed enormous pressure on businesses across the country, and the Fox Theatre entered bankruptcy in 1932. Even after the building was auctioned, however, it continued operating and remained an important part of Atlanta’s cultural life for decades, adds the report.Its fortunes changed as entertainment habits evolved. By the late 1960s, the once-glamorous movie palace had begun to suffer from neglect, reflecting the broader decline of many historic theatres as modern cinemas and changing audience preferences took hold.
The threat of demolition
According to Atlanta History Centre, in 1974, the Fox closed its doors, and its future appeared bleak. Southern Bell planned to demolish the theatre and use the site for a new headquarters. For Atlanta, the proposed demolition represented more than the loss of an old cinema. The Fox had become woven into the city’s identity, and its distinctive architecture was difficult to replace. As per the report, the residents, preservationists and local supporters organised a grassroots campaign known as Save The Fox. Instead of allowing the building to disappear, they set out to raise enough money to acquire and preserve it.
Three million dollars to save a landmark
The campaign eventually raised $3 million, largely through community contributions, adds the report by Atlanta History Centre. The money allowed the newly formed nonprofit Atlanta Landmarks to take over the theatre and begin the painstaking work of restoring it.The Fox reopened in 1975, marking a remarkable reversal of fortune. A building that had been considered a candidate for demolition was once again welcoming audiences. The rescue also demonstrated the power of local preservation efforts at a time when historic buildings across American cities were increasingly vulnerable to redevelopment.
A living landmark
It is still one of Atlanta’s most important cultural venues, operated by the nonprofit Fox Theater, Inc. It is a museum and theater with over 250 performances a year. Its programme spans Broadway productions, concerts, live entertainment and private events, bringing a steady stream of audiences through its doors.Nearly a century after its opening, the Fox represents more than the glamour of America’s movie-palace era. Its survival is also a story about a city deciding that some buildings are worth saving because their value cannot be measured simply in real estate.Images Courtesy: Fox Theatre and Atlanta History Centre
