Way back when, Wednesdays

Moonlight flicks in the Valley

Do you remember the Valley Line Drive-in? The Advertiser featured a story on closure of the Valleyline Drive-in Theatre on Tolley Road, St. Agnes, on page 111 of the edition dated Saturday 26 April 2003. After servicing the local area since the 1960s, the Valleyline drive-in closed on Sunday 4 May 2003. The final film to be shown was the comedy Anger Management starring Adam Sandler and Jack Nicholson. The site was sold to the Stratco hardware chain.

Valleyline closure

If you have never experienced a drive-in theatre, you did not have to buy individual tickets to see a film. Customers just paid for the cost of your car, which was more economical for families. You parked in a designated area within view of the big screen and fitted a speaker to your car. Later, sound streamed through the car radio. In summer, it was pleasant to sit outside. Given that many older cars had a bench seat in the front, rather than two bucket seats, you could fit an extra kid in your vehicle!

What are your special memories of the Valleyline and what films did you go and see there? Members of our library staff remember the drive in as being good fun “I took my wife there on our first date” and “People beeped their horns when something ‘juicy’ came on the screen.” Another staff member recalls her brother hiding friends in the boot, to get them into Valleyline. Then they set up chairs to watch the movie. Or “I took my boys and they would lie on the bonnet of the car where it was warm.”

Valleyline

The Valleyline drive-in theatre

Drive-ins made a lot of money from canteen sales. You could purchase drinks and foods such as hotdogs, fish and chips, and even steaks at some locations. Unhealthy snack foods might seem ordinary nowadays but in the 1950s and 1960s a hotdog was very American and pretty cool. Being a family friendly venue, staff would even heat up your baby’s bottle. The canteens generally faced the big screen and were fitted out with speakers so the customers did not miss out on the film. There were also children’s play areas, such as swings situated under the big screen.

In the United States drive-ins had been in existence since the world’s first Automobile Movie Theatre opened way back on 6 June 1933. It took an act of Parliament to bring the drive-in to South Australia. During the second half of 1954, members of the South Australian Parliament debated the controversial Places of Public Entertainment Act Amendment Bill. In an era where people dressed up to go out, some parliamentarians feared that there would be a decline in the standard of dress.  Dressing casually and comfortably while sitting in your car would appeal to families and it was a major selling point for the drive-in theatre. Then there was the issue of safeguarding the morality of South Australia’s young people. Some feared that young couples would behave inappropriately while alone in a darkened car in a public place.  Future Premier Don Dunstan, who was a young man at the time, spoke in support of the bill.

Adelaide became the second Australian city (after Melbourne) to get a drive-in theatre when the Blueline at West Beach opened on 28 December 1954.  Valleyline commenced business on Friday 3 December, 1965 and it could accommodate 383 cars  http://www.campbelltown.sa.gov.au  Records differ as to how may drive-in we had theatres in South Australia at the height of their popularity. The article from the Advertiser states that South Australia used to have 24 drive-ins. According to http://www.drive-insdownunder.com.au/australian/sa_modbury.htm South Australia used to have 37 drive-ins.  The City of Campbelltown website states that there were 15 suburban drive-ins just in Adelaide.

Today, there are only two drive-in theatres left in Adelaide. Wallis Cinemas still run the Mainline Drive-in at Gepps Cross, even after having to make costly repairs to the main building when it was damaged by fire in March this year.  Cooper Pedy also has a drive-in, which is operated by community volunteers.  It is worth noting that outdoor cinema has made a comeback!  Moonlight cinema in Botanic Park is still popular and suburban councils hold film screenings in local parks during the summer.

So what factors brought about the demise of this cultural icon?  When most people had black and white television, going to see a film in colour was a novelty. By the 1980s people could watch films on video at home.  It became socially acceptable to dress casually when you went to the cinema.  While some drive-ins had two screens, new multiplex cinemas opened in suburban Adelaide, offering patrons a greater choice of films that screened concurrently, from morning to evening.  During daylight saving, movies shown outdoors have to start later, which is inconvenient for families with young children. The quality of the picture and sound of a film shown at a drive-in theatre could not compete with a film projected in a modern cinema. For example, the screen would appear darker at the drive-in. As drive-in theatres aged and ticket sales fell, operators had to make the decision as to whether it was cost effective to upgrade the equipment and facilities.

#waybackwhenwednesdays

 

Community History: 1969 The new St. Agnes Shopping Centre

Looking back through Messenger newspaper for this time in 1969, one may have expected to come across some stories about the Moon Landing, but it appears that the brand new St Agnes Shopping Centre was the highlight for our area! Featuring a special 40 page lift-out advertising Adelaide’s Newest Fully Air Conditioned Shopping Centre. The Centre was described as a New concept in local shopping housing a large Coles New World supermarket, post office, newsagent, dentist, doctor’s office, Commonwealth Bank, men’s hair dresser and 25 specialty shops and the exterior was complete with a special ‘rocket’ motif that represented the progress of the 1960s.

Now, 45 years later the St Agnes Shopping Centre is about to undergo a major renovation. It is interesting to note that Coles, the post office, Commonwealth Bank, newsagent, hairdresser, and even the ‘buff coloured terrazzo floor’ are still there. Alas, the rocket has long gone.

Coles New World rocket

The North East Leader, St. Agnes Shopping Centre supplement Tuesday July 15, 1969

The Local Hisotry Service has a copy of every Leader Messenger released, look out for future past stories to surface in Off The Shelf.