Levoy Theatre

Levoy Theatre is a historic performing arts center in downtown Millville, Cumberland County, New Jersey. The venue traces its origins to January 9, 1908, when showman William "Pop" Somers opened the first Levoy Theatre after Millville had gone roughly a decade without the Wilson Opera House, which had been destroyed by fire in 1898. The original building was a relatively modest two-story entertainment venue, with a theatre on the lower level and a dance floor above. Admission initially cost five cents for one ticket or twenty-five cents for six, and silent films were accompanied by live vocalists or pianists. The theatre expanded substantially in 1912 under Colonel Ellsworth Shaw. The enlarged building gained a larger stage and a horseshoe-shaped balcony and reopened as the New Levoy in November of that year. During the following decade it became a major local venue for silent films and vaudeville. In 1927, theatre operators Morris Handle and A. J. Rovner leased the property and undertook a much more ambitious enlargement and decoration program. Their redevelopment established the building's full historic footprint and transformed it into a lavish "Theatre Beautiful," with more than 1,000 seats on the lower level, a balcony, boxes, a fly system, an orchestra pit, a large pipe organ, and an ornate lobby and facade. The September 19, 1927 reopening attracted more than 3,500 people. Warner Bros. acquired the theatre in 1930 as the motion-picture business became increasingly organized around studio distribution and company-owned cinemas. A major 1939 modernization converted the venue's presentation toward the movie-palace model. The work introduced a neon marquee, Art Deco-influenced doors, redesigned public spaces, new decorative treatments, air conditioning, a larger screen, and RCA sound technology. The theatre remained an important movie venue during the Golden Age of Hollywood, but television, changing consumer habits, downtown decline, and the growth of suburban multiplexes weakened its business. Warner Bros. sold the building in 1952, and ownership later passed to Millville businessman and former mayor Simon Cherivtch in 1958. Cherivtch used promotions and live entertainment to try to keep the theatre viable. His tactics included special events, giveaways, parades, contests, and attempts to attract attention during the 1960s. Even so, the building's financial condition deteriorated. Portions of the front were converted to retail space, the balcony was frequently closed, maintenance was deferred, and the venue experienced repeated interruptions. After a short-lived reopening in late 1974, the Levoy closed permanently on December 24 of that year. It faced possible demolition in 1976, but legal, financial, and logistical complications prevented the city from carrying out that threat. Blaze Diegidio purchased the building in 1980. Although he initially considered converting it into a small shopping center, the Levoy remained largely boarded up for years. Retail space was later leased and portions of the mezzanine were removed for apartments. A 1994 public tour helped demonstrate that enough of the historic structure remained to justify an organized preservation effort. In 1995, Joseph Pierce Jr., Joseph Pierce Sr., and Jeffrey Page formed the Levoy Theatre Preservation Society, a nonprofit dedicated to preserving and reopening the venue. The society acquired the building from Diegidio's estate after his death in 1998 and pursued historic designation, stabilization, fundraising, and redevelopment. The Levoy Renaissance Project, launched in 2008 through a partnership between the preservation society and the Off Broad Street Players community theatre organization, assembled a complex funding package involving public and private resources and historic tax credits. Restoration work began after financing was completed in 2010, but a major structural collapse on January 3, 2011, brought down sections of the north and front walls. The project restarted in May 2011. The rebuilt venue replicated the appearance of the late-1920s theatre while incorporating contemporary systems, including modern sound and lighting, redesigned audience spaces, and a movable or levitating orchestra pit. The restored theatre reopened on September 9, 2012, with a program pairing a live Peacherine Ragtime Orchestra performance with silent films associated with Charlie Chaplin and Buster Keaton. A formal gala followed on September 22, featuring a historical play and performances by the Off Broad Street Players. Today, the Levoy operates as a regional performing arts center with a capacity of approximately 696 seats. Its programming combines concerts, theatrical productions, comedy, dance, film, community events, and other cultural presentations, while its identity rests on the preservation and active reuse of a landmark Millville entertainment venue.

The Levoy Theatre was established in 1908 by William "Pop" Somers, an Atlantic City and Somers Point showman who saw an opportunity to restore theatrical entertainment to Millville after the 1898 destruction of the Wilson Opera House. The first Levoy opened on January 9, 1908, as a compact two-story building. Its lower floor housed the theatre and the upper floor served as a dance hall. Early shows included silent motion pictures, generally accompanied by a pianist or singer, and admission was deliberately inexpensive. In 1912, Colonel Ellsworth Shaw enlarged the theatre in a project lasting five months and twenty-nine days. The resulting venue had a larger stage and a wraparound horseshoe balcony and reopened as the New Levoy on November 4. For the next fifteen years the theatre served as Millville's principal home for silent films and vaudeville. Its competition included the Peoples' Theatre across the street, which was also connected with the Levoy's operators. Morris Handle and A. J. Rovner leased the theatres in April 1927 and chose to make the Levoy their principal investment. Their expansion and embellishment program produced the building's best-known historic form. The 1927 theatre included a large lower auditorium, a balcony, boxes, a fly system, an orchestra pit, a specially built Lenoir pipe organ, and an elaborate classical facade and lobby. It reopened on September 19, 1927, with a vaudeville bill before a crowd reported at more than 3,500. The rise of studio-controlled film distribution led to another change in ownership. Warner Bros. bought the theatre on May 28, 1930. In 1939 the company remodeled it as a modern movie palace rather than enlarging it. The work added a neon marquee, Art Deco details, improved lobby circulation, new decorative elements, air conditioning, a larger screen, and RCA sound equipment. The theatre thereby entered the period when motion pictures were its central business. Television and the postwar transformation of movie exhibition undermined that model. Warner Bros. sold the property in 1952 to Eugene Mori, who also owned the Landis Theater in nearby Vineland. Simon Cherivtch acquired it in 1958 and experimented with aggressive promotions and occasional live entertainment. His efforts included special events, giveaways, contests, parades, and publicity stunts. Declining attendance nevertheless continued. Retail shops were inserted into part of the building, and the venue's physical condition worsened as downtown Millville lost traffic to shopping centers and multiplex cinemas. The Levoy closed intermittently in the early 1970s and permanently on December 24, 1974, after a brief attempted reopening. Safety and maintenance problems included deteriorating wiring, heating, electrical systems, seating, and roofing. A demolition threat in 1976 did not proceed. Blaze Diegidio bought the property in 1980, initially considering a mini-mall conversion. The building remained mostly unused, although retail space was eventually leased and portions of the mezzanine were altered for apartments. A 1994 tour organized for interested residents became the catalyst for preservation. Joseph Pierce Jr., Joseph Pierce Sr., and Jeffrey Page created the Levoy Theatre Preservation Society in 1995. After Diegidio's death in 1998, his survivors sold the building to the society. The property was placed on the New Jersey and National Registers of Historic Places in August 1998, and the organization began a long campaign of stabilization and fundraising. Pierce Jr.'s death in 2000 created a major setback, but the project continued. In 2008, the preservation society joined with the Off Broad Street Players to advance the Levoy Renaissance Project. The partners developed plans for a complete restoration and assembled a multimillion-dollar capital package supported by tax credits and public and private funding. Construction began in 2010. On January 3, 2011, a section of the north wall and then the front wall collapsed, damaging a nearby building and injuring a firefighter. Rather than ending the project, the collapse led to a revised reconstruction effort that restarted in May 2011. The rebuilt theatre was completed in August 2012. Its facade and marquee were modeled on the late-1920s appearance, while the interior combined historic design references with modern technical infrastructure. The approximately 696-seat venue includes a lobby and mezzanine, updated sound and lighting, and a movable orchestra pit. It reopened on September 9, 2012, with ragtime accompaniment to silent films, echoing the original theatre's early programming. The official gala on September 22 included a historical play and performances by the Off Broad Street Players. The Levoy now functions as an active regional performing arts center.

• 2012

  Restored theatre reopens

  [1]Levoy Theatreen.wikipedia.org

  The venue reopened on September 9 after reconstruction and held its formal gala on September 22.

• 2011

  Structural collapse during restoration

  [1]Levoy Theatreen.wikipedia.org

  The north and front walls collapsed on January 3, forcing a revised reconstruction program.

• 1998

  Historic-register listing and preservation ownership

  [1]Levoy Theatreen.wikipedia.org

  The property entered state and national historic registers, and the preservation society acquired it from the Diegidio estate.

• 1995

  Preservation society founded

  [1]Levoy Theatreen.wikipedia.org

  Joseph Pierce Jr., Joseph Pierce Sr., and Jeffrey Page formed the Levoy Theatre Preservation Society to save and restore the building.

• 1974

  Permanent closure

  [1]Levoy Theatreen.wikipedia.org

  After years of declining attendance and deferred maintenance, the theatre closed permanently on December 24.

• 1939

  Movie-palace modernization

  [1]Levoy Theatreen.wikipedia.org

  Warner Bros. remodeled the venue with a neon marquee, Art Deco details, air conditioning, a larger screen, and updated sound technology.

• 1930

  Warner Bros. acquires the theatre

  [1]Levoy Theatreen.wikipedia.org

  The property was sold to Warner Bros. as studio-controlled motion-picture exhibition expanded.

• 1927

  Handle and Rovner create the Theatre Beautiful

  [1]Levoy Theatreen.wikipedia.org

  A major enlargement and decorative redesign established the theatre's historic full-scale auditorium, ornate facade, pipe organ, and vaudeville-era presentation.

• 1912

  Theatre enlarged and renamed the New Levoy

  [1]Levoy Theatreen.wikipedia.org

  An expansion added a larger stage and horseshoe balcony; reopening ceremonies began on November 4.

• 1908

  First Levoy Theatre opens

  [1]Levoy Theatreen.wikipedia.org

  William "Pop" Somers opened the original two-story Levoy Theatre in Millville on January 9, offering films, live accompaniment, and dance programming.

A historic, nonprofit-oriented regional performing arts venue that combines heritage preservation with contemporary live entertainment, theatre, music, film, and community programming.

• performing arts · 1908

  Live theatre and community productions

  The Levoy presents theatrical productions ranging from community-based work to professional or touring performances. Its restored stage, fly system heritage, orchestra-pit capability, backstage areas, and historic auditorium support drama, musical theatre, variety productions, and special presentations.

• live music and entertainment · 2012

  Concerts and touring entertainment

  Music and entertainment performances are a central part of the modern Levoy program. The venue uses its mid-sized historic auditorium to host concerts, comedy, dance, and other touring or regional acts for audiences in South Jersey.

• cinema and film events · 1908

  Film and silent-film presentations

  Film is part of the theatre's historical identity, beginning with silent pictures accompanied by live musicians. The restored venue continues to accommodate screenings and special film events, including programming that reconnects contemporary audiences with the building's early cinematic tradition.

• cultural venue · 2012

  Historic venue and cultural events

  Beyond ticketed performances, the Levoy functions as a civic and cultural gathering place. Its restored lobbies, auditorium, and architectural character support galas, educational activities, community events, and heritage-oriented programming.

• 2008Levoy Renaissance Project

  Millville · South Jersey · United States

  The Levoy Theatre Preservation Society and the Off Broad Street Players launched a capital campaign and restoration initiative to return the long-closed theatre to active cultural use. The effort combined detailed architectural planning, community advocacy, and a multimillion-dollar financing package involving public and private resources and tax credits.

  Outcome. The project progressed to construction, survived the 2011 structural collapse, and culminated in the restored theatre's reopening in 2012.

  Source

• 2011

  Reconstruction after wall collapseOther

  Background

  A north-wall failure followed by collapse of the front wall substantially damaged the restoration work and surrounding property.

  Action taken

  The project was redesigned and construction restarted in May 2011, with the facade and marquee reconstructed to reflect the late-1920s theatre.

  Aftermath

  The rebuilt venue opened in September 2012 with approximately 696 seats and modern production infrastructure.

  Source

• 2008

  Decision to pursue full restoration and reopeningStrategy

  Background

  After years of vacancy and deterioration, preservationists and community theatre advocates determined that the surviving structure could support a renewed performing arts venue.

  Action taken

  The preservation society partnered with the Off Broad Street Players, developed a detailed restoration plan, and assembled public, private, and tax-credit financing.

  Aftermath

  Construction began in 2010, resumed after the 2011 collapse, and produced the active restored venue that reopened in 2012.

  Source

• 1939

  Conversion into a modern movie palaceGeneration change

  Background

  Warner Bros. sought to modernize the Levoy for the dominant motion-picture business of the period rather than expand its capacity.

  Action taken

  The company introduced a new marquee, updated entrances and lobby, air conditioning, a larger screen, revised decorative treatments, and RCA sound technology.

  Aftermath

  The theatre entered its major movie-palace period and reopened in August 1939.

  Source

• 2012

  Levoy Theatre reopens after restoration[1]Levoy Theatreen.wikipedia.org

  Other · Product launch

  The restored venue reopened with a silent-film program accompanied by the Peacherine Ragtime Orchestra, followed by a formal grand-opening gala later that month.

• 2011

  Levoy Theatre partially collapses during restoration[1]Levoy Theatreen.wikipedia.org

  Other

  Sections of the north and front walls collapsed during the restoration project. A nearby building was severely damaged and a firefighter investigating a gas leak was injured by falling debris.

• 2011

  Restoration construction resumes after structural collapse[1]Levoy Theatreen.wikipedia.org

  Other

  Reconstruction of the historic theatre restarted several months after the January collapse, with the project continuing through August 2012.

1. 1Levoy Theatreen.wikipedia.org
2. 2Levoy Theatre official websitelevoy.net