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The Hills Theatre Building at 412-416 S. Main Street was built in 1941 by the proprietor of the Avon Theatre, Charles L. Sterns. Ground was broken in May 1941, just a few months before the nation entered World War II. Sterns built his new theatre on a vacant parcel that had been a used car lot owned by Ford dealer Larry Jerome.
The new Hills Theatre drew its name from Rochester's slogan, "The Heart of the Hills." As opening day drew near, owner Sterns announced that the older, smaller
Avon Theatre across the street would operate on Friday and Saturday nights only, offering second-run double features and serials. The large and modern Hills, on the other hand, would serve as Rochester's premiere movie palace, operating every night with early and late showings plus a Sunday afternoon matinee. The opening night program featured Fibber McGee and Molly with Edgar Bergen and Charlie McCarthy in
Look Who's Laughing.
The auditorium of the Hills had a seating capacity of 820, and was lavishly appointed. An article announcing the theatre's grand opening in a January 1942 issue of the
Rochester Clarion described it as follows:
The wood trim throughout the theatre is of light birch wood. Fluorescent light tubes of various colors line the walls on either side of the theatre. Indirect lighting will light up the foyer and lobby which have been decorated in rich tones of blue and pink.
The flooring in the lobby is a terrazzo composition and rich, maroon carpeting will cover the flooring in the theatre foyer and down the aisles in the auditorium.
...
The seats are of maroon plush upholstery. The overdrapes around the proscenium of the theatre stage are of maroon velvet.
The front of the building was faced with Vitrolite, an opaque colored glass tile that was popular in the era and was featured on many Art Deco buildings.
The architects of the Hills Theatre building were partners Lavern R. Bennett and Eugene D. Straight of Dearborn. Bennett & Straight specialized in theatre design and were also the architects of the Main Theatre in Royal Oak, the Bloomfield Theatre in Birmingham, the Allen Park cinemas, and the La Parisien Theatre in Garden City, among others. Carl VandenBerghe was the general contractor.
The theatre building also included retail and office space. The first tenants were the Dale and Nina Martin Insurance Agency and the optical offices of Dr. H. A. Miller.
The Avon Theatre closed in the early 1950s, and the Hills became the only movie house in town. In the early 1970s, multi-screen venues began popping up in the surrounding area. The Hampton Theatre opened with three screens in 1971 in a strip shopping center at Rochester and Hamlin Roads; the Winchester Theatre opened in the Winchester Mall at Avon and Rochester Roads; and the Northcrest Cinema (which notoriously switched from Hollywood fare to X-rated films a few years after its debut in 1973) opened in a shopping strip at Tienken and Rochester. Not long after, the community granted its first cable television franchise, and the pressure on the single-screen Hills Theatre became enormous. Bowing to the economic realities, the Hills went dark in 1984 and the building was remodeled as the Main Street Plaza, housing a group of boutique businesses and professional offices.
Although the marquee and box office are long gone, the box office "coming attraction" showcases still exist on the front of the building, flanking the entrance to the Main Street Plaza. The Hills Theatre building celebrates its 68th birthday this year.
Good news! The Rochester Avon Historical Society has selected the Hills Theatre building as one of its Cat's Meow buildings for 2009, and copies will be available in December. The popular
Cat's Meow series includes a number of historic buildings from the greater Rochester community. Cat's Meow collectible figures are available at Holland’s Florist, the Rochester Hills Museum at Van Hoosen Farm, Dillman & Upton, Framer’s Workshop and Lytle’s Pharmacy, or by visiting the
Rochester Avon Historical Society web site. If you remember the Hills Theatre fondly, or know someone who does, a Cat's Meow figure of the building will make a great holiday gift!
Do you have memories of the Hills Theatre? Post a comment!
This 1961 view of the Hills is from the collection of Marjorie and the late Walter Dernier.