Villa Theatre
A former landmark movie theater in Millcreek, Utah, known for large-format film presentations, its prominent neon sign, and a long-running post-cinema life as a Persian and Oriental rug gallery.
Last updated August 26, 2026
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Overview
Villa Theatre was a historic movie theater at 3092 South Highland Drive in what is now Millcreek, Utah, near Salt Lake City. It opened on December 23, 1949, with a presentation of Prince of Foxes and operated for more than five decades before closing permanently on February 18, 2003. The venue was established by Joseph L. Lawrence and David K. Edwards and originally seated approximately 1,300 people. Its auditorium used steeply inclined stadium seating, an arrangement that gave patrons clearer sightlines and helped distinguish the theater from conventional flat-floor cinemas of the period. During the 1950s and 1960s, the Villa developed a regional reputation for adopting new widescreen and large-format presentation systems. It was among the first Salt Lake City theaters to show formats such as CinemaScope, Technirama-70, and Cinerama. In 1960, a Cinemiracle system with a large curved screen was installed, reducing capacity by roughly 300 seats. The following year, the theater adopted Cinerama, which used three projectors to create a wide panoramic image. In 1964, that arrangement was replaced by a single-projector 70 mm system. These changes positioned the Villa as a destination venue for technical spectacle rather than merely a neighborhood screening room. The theater also benefited from event-style film engagements. In 1958, its presentation of South Pacific ran for approximately ten months and attracted patrons from outside Utah, including visitors from Idaho and Nevada. In 1981, it was the only Salt Lake City theater reported to be showing Raiders of the Lost Ark, reinforcing its identity as a prominent first-run venue. The building's large neon sign and marquee became important visual features of the local streetscape. Ownership and competition changed substantially in the 1990s. Carmike Cinemas acquired the Villa in 1993. Repairs and a major renovation followed in 1995 and 1996, including restoration of the neon sign, work on auditorium seating and carpeting, and installation of Dolby Digital sound. Carmike's construction of multiple new multiplexes across the Salt Lake Valley beginning in 1998 increased local competition and weakened the commercial position of older single-screen or large-format theaters. Carmike's financial difficulties, including a bankruptcy filing in 2000, placed the Villa on the market with an asking price of $2.4 million. The property attracted several possible future uses. A proposed sale to rug retailer Eddie Simatov did not close, while Wal-Mart considered converting the site into a Neighborhood Market. Harmons Grocery ultimately acquired the property and offered Carmike an opportunity to continue leasing the theater, but Carmike declined. The Villa's final screening was The Lord of the Rings: The Two Towers on February 18, 2003. The closing attracted a substantial audience, and Carmike restored the neon on the sign and marquee during the final week. After closure, a proposal to convert the building into a nightclub called Club Villa progressed but eventually failed. Harmons also received offers from parties interested in returning the building to cinema use, but none was accepted. In 2004, Dr. Hamid Adib purchased the former theater and converted it into a showroom for Adib's Rug Gallery. The building therefore survived as a commercial property with a new cultural and retail function, presenting Persian and Oriental rugs in an atmosphere intended to evoke a museum or gallery while retaining the site's historical associations.
History
Villa Theatre opened on December 23, 1949, at 3092 South Highland Drive in the Salt Lake City area of Utah. The project was developed by Joseph L. Lawrence and David K. Edwards. Its original auditorium accommodated about 1,300 people and used steeply rising stadium seating, a design intended to improve views across the large room. The opening presentation was Prince of Foxes. The theater's early identity was closely tied to exhibition technology. During the 1950s and 1960s, the Villa became one of the leading Salt Lake City venues for new widescreen formats. It presented CinemaScope and Technirama-70 and later introduced panoramic systems that made the building a regional destination for technically ambitious film presentations. In 1958, South Pacific ran for approximately ten months, attracting patrons from outside Utah, including Idaho and Nevada. A Cinemiracle installation in 1960 added a large curved screen and reduced the auditorium's capacity by approximately 300 seats. Cinerama followed in 1961, using three projectors. In 1964, the theater changed to a single-projector 70 mm arrangement. The Villa continued to draw attention through major first-run engagements. It was reported to be the only Salt Lake City theater showing Raiders of the Lost Ark in 1981. A proposed expansion associated with Mann Theatres in 1977 did not proceed, leaving the existing building and auditorium as the central elements of the venue's identity. Its neon sign and marquee became particularly recognizable features. Carmike Cinemas acquired the property in 1993. Repairs begun in 1995 led to a substantial renovation in 1996. The work included restoration of the neon sign, repairs to auditorium seats and carpets, and the addition of Dolby Digital sound. These improvements could not fully offset the changing economics of movie exhibition. Beginning in 1998, Carmike built several new multiplexes across the Salt Lake Valley. The new facilities offered more screens and greater scheduling flexibility, placing older large-format and single-screen venues under pressure. Carmike's expansion also contributed to its own financial problems. The company entered bankruptcy in the autumn of 2000, and the Villa was put up for sale with an asking price of $2.4 million. A proposed transaction with Eddie Simatov, who operated Simatov Oriental Rug Gallery, fell through in 2001. The theater remained in Carmike's hands while possible uses were considered. In the same period, USA Today included the Villa among ten notable classic theaters in the United States. The recognition was contested by some local observers, who argued that the venue had deteriorated and no longer merited the distinction. Carmike responded with additional cleaning and repairs and promoted the theater around Star Wars: Episode II – Attack of the Clones. Ticket sales improved during 2002, but not enough to make the property financially secure or remove it from the market. Carmike also considered altering or simplifying the neon sign because its upkeep was expensive. Wal-Mart investigated converting the site into a Neighborhood Market. Harmons Grocery ultimately purchased the property and offered Carmike a lease arrangement, but Carmike declined to continue operating there. The last film shown at Villa Theatre was The Lord of the Rings: The Two Towers on February 18, 2003. Despite the weekday timing and the film's long running time, the final screening attracted a large crowd. During the closing week, Carmike repaired the neon sign and marquee so the theater would be fully illuminated for its final operation. After the cinema closed, a proposed nightclub called Club Villa was considered. The concept included a high-technology dance floor, but the transaction ultimately failed. Harmons received other proposals, including offers connected with returning the property to cinema use, yet none was accepted. In 2004, Dr. Hamid Adib purchased the building and transformed it into a showroom for Adib's Rug Gallery. Adib envisioned a museum-like retail environment in which visitors could view Persian and Oriental rugs while encountering the building's architectural and historical legacy. The former theater thus remained in use, but no longer as a movie exhibition brand.
- 2004
Conversion into rug gallery
[1]Dr. Hamid Adib purchased the former theater and converted it into Adib's Rug Gallery.
- 2003
Cinema closure
[1]The Villa closed on February 18 after a final screening of The Lord of the Rings: The Two Towers.
- 2001
Classic-theater recognition
[1]USA Today listed the Villa among ten notable classic theaters in the United States.
- 2000
Property placed on the market
[1]Following Carmike's bankruptcy filing, the Villa was offered for sale at an asking price of $2.4 million.
- 1996
Renovation and Dolby Digital installation
[1]The neon sign was restored, the auditorium was repaired, and Dolby Digital sound was installed.
- 1993
Carmike Cinemas acquisition
[1]Carmike Cinemas acquired the theater.
- 1981
Raiders of the Lost Ark engagement
[1]The Villa was reported as the only Salt Lake City theater showing Raiders of the Lost Ark.
- 1977
Uncompleted expansion proposal
[1]A proposed expansion associated with Mann Theatres was ultimately abandoned.
- 1964
Conversion to single-projector 70 mm presentation
[1]The three-projector system was replaced by a single-projector 70 mm format.
- 1961
Cinerama adoption
[1]The theater installed a three-projector Cinerama system.
Products and positioning
A landmark regional cinema emphasizing architectural presence, premium widescreen and large-format presentation, and major first-run film engagements.
Cinema exhibition · 1949
First-run motion pictures
Villa Theatre operated primarily as a first-run movie venue, presenting commercially released feature films to audiences in the Salt Lake City area. Its large auditorium allowed it to host prominent engagements and helped the building retain relevance before multiplex competition intensified.
Cinema technology · 1950
Widescreen and large-format presentations
The theater's defining offering was presentation of technically advanced formats, including CinemaScope, Technirama-70, Cinemiracle, Cinerama, and later single-projector 70 mm film. These systems emphasized panoramic images and spectacle and drew audiences from beyond the immediate Salt Lake City market.
Rug retail · 2004
Adib's Rug Gallery showroom
After the theater closed, the building was converted into a showroom for Adib's Rug Gallery. The post-cinema concept emphasized Persian and Oriental rugs in a museum-like setting, giving the former entertainment venue a new retail and cultural use.
Marketing campaigns
- 2002Star Wars: Episode II promotional campaign
Salt Lake City area
Carmike used advertising around Star Wars: Episode II – Attack of the Clones to promote the Villa during its final period of operation, following cleanup and repair work.
Outcome. Ticket sales improved during 2002, but the increase was insufficient to remove the theater from the market or secure its long-term operation.
Brand decisions
2004
Convert the former theater into a rug galleryOtherBackground
After proposed nightclub and cinema-related uses failed to materialize, a new owner sought to preserve the building while giving it a different commercial purpose.
Action taken
Dr. Hamid Adib converted the property into a showroom for Adib's Rug Gallery, designed to have a museum-like atmosphere.
Aftermath
The former cinema continued as a retail and display space rather than as a movie theater.
2003
End cinema operationsStrategyBackground
New multiplexes, Carmike's financial problems, and the inability to find a satisfactory operating or sale arrangement weakened the Villa's prospects.
Action taken
Carmike declined a lease arrangement offered by Harmons and ceased movie exhibition at the site.
Aftermath
The building was later sold to Dr. Hamid Adib and converted into a rug gallery.
2000
Offer the Villa for saleStrategyBackground
Carmike entered bankruptcy after an aggressive multiplex-building program and placed the older theater on the market.
Action taken
The Villa was offered for sale with an asking price of $2.4 million.
Aftermath
A proposed transaction with Eddie Simatov did not close, and later discussions considered retail, nightclub, and cinema-related uses.
Asking price. $2.4 million (2000)
1996
Renovate the theater and restore its identityStrategyBackground
Carmike sought to maintain the older venue's appeal as competition from newer cinemas increased.
Action taken
Carmike restored the neon sign, repaired seating and carpets, and installed Dolby Digital sound.
Aftermath
The improvements preserved the theater's presentation quality, but later multiplex expansion continued to undermine its commercial viability.
1960
Install CinemiracleGeneration changeBackground
The theater sought to strengthen its position as a large-format destination.
Action taken
A large curved Cinemiracle screen was installed, reducing auditorium capacity by approximately 300 seats.
Aftermath
The installation was followed by adoption of Cinerama in 1961 and a later move to single-projector 70 mm presentation.
Recent events
- 2004
Former theater is converted into Adib's Rug Gallery[1]
Other
Dr. Hamid Adib purchased the former cinema and converted it into a showroom for Persian and Oriental rugs.
- 2003
Villa Theatre closes after final screening[1]
Other
The final film, The Lord of the Rings: The Two Towers, played on February 18, 2003. The closing-night audience was reportedly large, and the neon sign was repaired during the final week.
- 2002
Carmike promotes the Villa during its final years[1]
Campaign
Following renewed attention and repairs, Carmike advertised the theater around the release of Star Wars: Episode II – Attack of the Clones, although improved ticket sales did not remove the property from the market.
- 2001
USA Today recognizes Villa as a classic theater[1]
Other
USA Today included the Villa on a list of ten notable classic American theaters. The recognition also prompted criticism from observers who considered the building run down.
- 2000
Villa is placed on the market during Carmike bankruptcy[1]
Bankruptcy
After Carmike entered bankruptcy, the theater was offered for sale with an asking price of $2.4 million.
- 1998
New multiplexes intensify competition[1]
Other
Carmike began constructing several new multiplexes in the Salt Lake Valley, contributing to the decline of older first-run theaters such as the Villa.
- 1996
Renovation restores the Villa's sign and auditorium[1]
Other
A renovation restored the well-known neon sign, repaired seating and carpeting, and added Dolby Digital sound.
- 1993
Carmike Cinemas acquires the Villa[1]
M&A
Carmike Cinemas became the theater's operator and owner, beginning a new phase in its commercial history.
- 1981
Villa shows Raiders of the Lost Ark[1]
Product launch
The Villa was reported to be the only theater in Salt Lake City showing Raiders of the Lost Ark at that time.
- 1960
Cinemiracle and Cinerama systems reshape the auditorium[1]
Product generation
A curved Cinemiracle screen was installed in 1960, followed by Cinerama in 1961; the changes reduced seating capacity but expanded the theater's presentation capabilities.
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