Previously known as the Mondale Theatre, the Strand Theatre was renamed the White Pelican Theatre in 1924. The first program featured movie star Mary Pickford, and a slightly steep ticket price of 30 cents for adults.
This theater featured a number of different genres. westerns, dramas, Charlie Chaplin comedies, etc. When opening the theater McPherson said that he wanted to offer “high class movies at the lowest possible prices."
In 1926, Grenville G. MacPherson purchased a 3-year lease on the theater. MacPherson had apparent theater experience in Texas. He was also part of the telephone and lumber business in Oregon. He later became manager of the Orpheus in Klamath Falls.