Trifter

New Orleans is perhaps one of the best known cities for its luminous arts and entertainment scene and for its historic, old world charm. There are many landmarks, undoubtedly, that majestically stand in great wonder as venues for these two trademark facets to move as one. Of course, back in 1927, when one of the finest theaters in the South was built in the city of New Orleans, it wasn’t all that unusual for the architecture of such venues to be every bit a work of art as it was a service to the public. Only when enough time goes by do we feel embraced by all the years past upon our visitation.

Julian and Abe Saenger

The Saenger Brothers were two of the most powerful figures in the early theater business during the 1920’s. Julian and Abe were born in Norfolk, Virginia to German parents (their surname of Saenger means “singer” in German). In 1980, along with their father, Rabbi Israel Saenger who was head of the B’Nai Zion congregation in his hometown, the brothers re-located to Shreveport, Louisiana.

Julian Henri Saenger, the brother who started the original family business, was not unlike many other German-Americans of the era. His hospitable smile and pleasure in helping his fellow man no doubt aided his progress diligent entrepreneur, innovator, and pioneer in his fields of work. Saenger would begin his career with a drug clerkship position under August Bogel, one of Shreveport’s pioneer druggists. Five years later, he was prosperous enough to establish the Saenger Drug Company in the Bogel building at the corner of Texas and Market streets. The company, which would develop a large clientele, was the first to recognize the need for an “open all night” drug store, providing 24-hour service to customers each day.

Julian Henri Saenger

Little did Saenger know, this drugs store would spark a new and fascinating interest that would be the start of a glorious empire. Inside the store was a “kinetograph” peepshow machine, operated by the insertion of one-cent coins followed by the turning of a handle to display a moving picture. It was through this machine, known as a “movie-olla,” that both brothers became interested in motion pictures. In 1911, Julian and brother Abe branched out into entertainment enterprises, forming the Saenger Amusement Company, and, with the help of their friends Ehrlich Brothers (who operated a theatre of their own), built the original Saenger Theatre in Shreveport. E. V. Richards, a popular showman of the day, served as the company’s first manager, and in so doing ranked as one of the outstanding executives in the motion picture industry.

The company devoted their first few years to booking vaudeville acts, but soon thereafter the brothers caught a vision of the future magnitude of the motion picture, and its predicted effect on modern society. The idea prompted the Saengers to discontinue all vaudeville bookings and focus solely becoming Shreveport’s exclusive exponent of the movies. The Saenger Theatre became the first chain of motion picture theatres that eventually extended throughout the Southern States and into Cuba, Jamaica, Panama and Puerto Rico.

One of the most exquisite theatres of the Saenger brothers’ empire is aptly nestled on Canal Street in the city of New Orleans, the site of Julian Saenger’s untimely death in 1932.

History of the New Orleans Saenger Theatre

The Saenger Theater, New Orleans, was originally opened to entertain the public with motion pictures and live stage shows. Architect Emile Weil had visions of an Italian courtyard when designing the New Orleans Saenger Theatre’s extraordinary interior. The ceiling above the main 4,000-seat auditorium was constructed to replicate an open night sky, with 150 lights installed and strategically arranged as constellations. Special effects were also employed to project sunrises, sunsets, moving clouds, and other celestial phenomena across the theatre’s interior before each show began. The outside of the stage featured an enormous proscenium arch that was heavily decorated with elaborate plaster work, coated with gilding. It included a shield with the letter “S” in it, surrounded by a plaster wreath in a cartouche, placed in the center. The breathtaking courtyard ambiance was finished off with accents in the shape of plaster archways, doorways and statuary decorated with greenery.

Architect’s design of the Saenger New Orleans.

This was only a small part of the multi-faceted complex that opened on Feburary 4, 1927 after three years and $2.5 million dollars had gone into its ornate construction. The Saenger’s grand opening prompted a gathering of thousands for a parade across Canal Street. Upon the opening, an approximately 2000-pipe Robert-Morton organ was installed. It was one of the largest instruments ever manufactured by the legendary Robert-Morton enterprise, and the prototype for the company’s “Wonder Morton” line, designed specifically for the Saenger.

In its heyday, the Saenger Theatre’s top ticket price was sixty-five cents, with the bill for each performance including a silent movie and a stage play produced by the Paramount Publix Corporation, with accompanying music by the Saenger Grand Orchestra.

Auditorium, House Right

Mezzanine

Arcade

Solo Stage

In spite of these wonders, however, Julian Saenger only maintained ownership of this extraordinary landmark during its first two years in service, before selling it to the Paramount Publix Corporation in 1929. Paramount Publix successfully kept the business thriving through the Great Depression. In 1933, the company converted the theatre to talking pictures only.

In 1964, ABC Interstate Theatres turned the Saenger into a “piggyback” theatre, walling off its vast balcony to divide the large space into two smaller theatres. The upstairs theatre became known as the “Saenger Orleans.”

The Saenger was designated as a historic landmark by the New Orleans Landmark commission on September 29, 1977. In December of that same year, it was added to the National Register of Historic Places.

A year later, the theatre was closed, sold, and subsequently underwent a major renovation. E.B. Breazeale purchased the Saenger, for $1 million dollars, and spent an additional $3 million to transform it into a performing arts center along with co-investors Zev Bufman and Barry Mendelson. Pace Management, who had also invested in the strenuous renovation was hired to run the theatre. After nearly two years of punctilious redevelopment, the grand theatre re-opened with a reduced seating capacity of 2,800, though its extravagance remained. Johnny Carson even gave a gala performance at its grand re-opening.

A pre-Katrina shot of Saenger New Orleans’ auditorium.

In 1985, the Saenger Theatre was sold yet again when the management team formed a joint venture with fifty limited partners to purchase the building from Breazeale.

Since the celebration of its 75th anniversary in 2002, audiences have enjoyed an annual event of a return to the theatre’s cinematic roots. Every June, a series of silverscreen classics is shown.

Current Status

Just like during the Saenger Theatre’s early years, a large crystal chandelier hangs over the gilt-covered main lobby, one of a dozen that once graced ceilings throughout the complex. The remaining eleven, however, have been sold off through the years to finance the tremendous upkeep and renovations required to maintain such a historical treasure. One of these fixtures now hangs in the Stanford Court Hotel in San Francisco. The theatre’s famous “Wonder Morton” organ remains in its original installed position.

Like many Canal Street buildings, the Saenger Theatre suffered significant water damage during hurricane Katrina in August of 2005, and still has not been re-opened. It was already in the midst of a major renovation during this time, with all carpeting and seating removed in anticipation of being replaced.

Renovations (Image Source)

In January of 2008, Saenger Theatre was awarded funds totaling in $38 million for a for a complete restoration. The theatre’s current owners donated the building to the City of New Orleans in return for the funds, though they will retain management rights for an unspecified period of time. Their hope is that the renovation will be complete by the fall of 2011, with the Saenger returned to its original state while various ugprades, such as expanding the stage space by 40%, will be made. The marquee will be lit every night until the re-opening, a ritual that began with a ceremony in October 2009 to signify the theatre’s rebirth.

Links of Interest

Noah Kern’s Saenger New Orleans Photo Gallery

A YouTube Video of Saenger New Orleans by RebuildRenew

Photo of Saenger New Orleans’ Beautiful Chandelier