The Electric is a theatre in Albany, Oregon. It played various genres of films to appeal to all age groups for its intended audience from Cinderella for the ladies and children to the tramp and the bulldog. It had gone through various different managements, proprietors, and re-openings until its 'rebranding' in February 1911 where it was then called The Cassino by the new owners Messrs, Al. G. Perry, and I. G. Richardson. Seemingly this theatre seems friendly and appropriate for all age groups, but while doing further research I found racially oppressive showings that were within the range of "normalcy" during that time period.
A newspaper article from the Albany Democrat Herald printed an ad for the Electric Theatre promoting two black face comedians, Clayton and Edwards1. I find this newspaper clipping pertinent in my research of this theatre as it reminds us that despite the exhibition of films and its audiences had an intended audience not limited to specific categories, the racial insensitivities were prevalent in this time period. It's important to note these events like black face because it's a key facet in the modes of operation in such exhibitions, not only in relation to the Electric Theatre, but to all. This wasn't the only racially insensitive ad the Electric had produced; an ad in the Albany Evening Herald promoted a film called Romantic Redskins, and even offered a prize of $200 for the viewers of this film to write to the Independent Western Film Exchange in Portland, Oregon2. The title alone notes the tones to how theatre's appealed to a more White audience than to others.
In class we focused on how these theatre's appealed to their target audience in categorical contexts like age, sex, and class, but also importantly how they appeal to people outside the category of White. Given the knowledge that Oregon was meant to be a "White" state (and as such laws followed this notion prior to the Civil Rights Movement), the theatre's in Albany had an intended audience that was predominantly white. It's important to keep this in mind as further research is done not only on the Electric Theatre, but all other theatre's of focus during the late 1800's, early 1900's. The social and personal lives in society are a precursor to who are appealed to these ads and thus modulating the modes of operation of film exhibition. Especially since racial segregation was still heavily prevalent, it further promotes the assumption that People of Color were not the intended audience for theatre's or for any other social outing that showed films like carnivals, festivals.
Citation:
1.) The Electric Theatre, advertisement, The Albany Democrat Herald, January 2nd, 1911: 4. Newspapers.com
2.) The Electric Theatre, advertisement, The Albany Evening Herald, February 4th, 1911. Newspapers.com
