Jerry Lewis Cinema

When I was little my grandparents kept a housekey on a key chain that I always loved.  It was from the Jerry Lewis cinema in the Parklane Shopping Center.  I loved Jerry Lewis as a kid and always liked that keychain, but I didn’t remember the theater.  When my grandparents passed, I inherited the keychain. And I still love it.

Never heard of the Jerry Lewis Cinema?  Well, Jerry Lewis’ “mini cinemas” emerged as a 1970s trend. Designed with efficiency in mind, these small theaters boasted 1-3 screens and accommodated 200-350 movie-goers. Their allure lay in slightly elevated decor and mid-range amenities, setting them apart from the typical “cracker box” multiplexes of the era. A key selling point was their automated system for projection which enabled operation by just two individuals, thus reducing costs and maximizing profits.

Amidst a marketing blitz in the early 1970s, prospective cinema owners were lured in with promises of low overhead and simplified management. Entrepreneurs had the opportunity to own a theater or oversee multiple locations as an “area director.” The rapid expansion saw the establishment of 200 locations, with plans for another 100 in the pipeline.

The theater at Parklane Shopping Center stood as a prime example of Jerry Lewis’ cinema venture. Operated under the franchise company Movie Showcase, Inc., owned by Mr. and Mrs. Jack Burns, it epitomized the trend with its three 300-seat auditoriums. The first 3-plex in the chain. The theater’s grand opening on November 18, 1971, held an exclusive invitational showing followed by a public event featuring live entertainment and screenings of “On Any Sunday,” “Pinocchio,” and “Klute.”  

A story in the Wichita Beacon in November 1971 described the theater: “The complex features a central lobby, ticket booth, and concession stand.  Each theater is decorated in a different color, red, blue, and gold.  Tickets of corresponding color will be sold.” The article continued, “The lobby is decorated in red, natural rough cedar, and black.  Spanish chandeliers and wall lamps, in wrought iron and amber, were ordered from Mexico.  Also from Mexico are a massive sofa and matching chairs, upholstered in red velvet, which flank either side of the entrance.”

“Lobby carpeting is a red and black Spanish block design.  The concession stand and ticket booth are stained in rough cedar and flat-black-painted cedar with touches of wrought iron.”

Another theater, the “Mini West” was announced at the same time.  It was to be a single screen theater at Central and Tyler.  It was never built. 

Articles also mentioned a new Commonwealth Theater at 17th and Vassar.  The property was covered with vacant homes, that the owners, Louis and Sondra Goldman, wanted to tear down. 
 
An article in The Wichita Beacon announced the city had approved the $850,000 mall with art shops, a twin theater, and a German restaurant.  Architect Charles McAfee was tied to the project. 

Groundbreaking on the mall known as “The Establishment” was to begin in May 1971. 

An article in February 1972, said the project was being held up due to the houses on the property. That was the last mention of the project I could find.  The area is a parking lot now.

Back to the Jerry Lewis Cinema.  Despite the initial enthusiasm and ambitious projections, cracks soon began to appear in the business model. While the blame initially fell on a family-friendly film policy for slow business, deeper issues emerged. Inadequate support and marketing, coupled with the failure of the touted automation system to live up to expectations, contributed to a wave of closures and legal challenges.

On May 23, 1973, Wichita’s Jerry Lewis Cinema rebranded as the Hollywood Cinema.  Another advertisement heralded the reopening, signaling a fresh start for the theater.

The story doesn’t end with the changing of the name.  The new theater would slowly start incorporating adult movies into the mix as you can see in the ad above… a decision that eventually gets them shut down.  Check out their story: Hollywood Cinemas.

The theater is long gone, and the Parklane Shopping Mall still stands. Thanks to some detective work from Wichita history guru, Mike Maxton, we were able to figure out the theater’s address was 966 Parklane. The location is a Rent One store now.

To learn about Wichita’s other theaters check out: Silver Screen Whispers: Wichita Theaters