Reel entertainment
By Janet Cochrane

For many who grew up in rural Manitoba in the pre-television era, the weekly Saturday night trips to town to attend the movie at the local theatre was awaited with eager anticipation. In Neepawa, that meant going to the Roxy Theatre.

Longtime area residents may recall the Roxy Theatre, originally built as the Neepawa Opera House, one of Manitoba's oldest entertainment establishments. Construction began in 1905 after the town's first opera house had been destroyed by fire. By early spring the next year, it became operational. The new Opera House established itself as the social hub of the community. Its stage was home to vaudeville, burlesque, silent movies, talkies, victory drives, and of course, operas. It also housed many political debates and appearances by politicians such as Prime Minister William Lyon Mackenzie King and Manitoba Premier John Bracken.

By the early 1930s, the Opera House had been converted to the Roxy Theatre. But over the years, changes affecting leisure activity, especially the advent of television, made it difficult to maintain interest in the theatre. The theatre had been closed for several years before it reopened in July 1988 under the administration of the Neepawa Theatre Center (NTC). Early in 1988, some parents felt a need to provide more opportunities for youth to fill their leisure time. Action resulted in the formation of the NTC group.

"We certainly have fulfilled our mandate by opening the theatre," says Brian Bailey, NTC president. "Not only are the youth enjoying weekend movies, but it also provides an opportunity for family outings."

With assistance from over 500 volunteers, the community-owned facility operates every weekend from September to July each year. There are also a few matinees throughout the year. Volunteers sell and take tickets, operate the concession, supervise during the movie and cleanup afterwards. There are only two paid employees, the projectionist and a weekly cleaner.

"Everyone seems to enjoy volunteering at the theatre" says Val Jarema, who, along with her husband and another couple, co-ordinate the volunteers. "It's an opportunity to meet new people, almost a social outing for many."

Top-rated movies are being shown at the Roxy. "Our booking agency has been booking for rural theatres for nearly 30 years, so they're very knowledgeable," says Dave Bennet, who is responsible for booking the movies. "Movies appeal to all ages so the crowds are good."

Annual profits have ranged from between $16,000 and $35,000 over the years. The NTC, aided by volunteer workers, purchased the Roxy after one year of operation. "We had $25,000 at the end of the first year so we turned that over to purchase the theatre," says Bailey. "Over the years, we've done approximately $200,000 in upgrading. This money has been generated from the theatre, through donations from community organizations or matched through lottery grants available through Community Places."

Improvements include new washrooms, repairs and painting in the front entrance and newer, more comfortable seats in the theatre itself. This summer, the antiquated projection-sound system was replaced with a $30,000 state-of-the-art system.

"The crisp new image projected by the new system was enhanced by a new screen donated by the Izzy Asper Foundation," explains Bailey. "The Asper family, who owned the Roxy Theatre in the 1940s, still maintains a keen interest in it, so they were very pleased to be part of the revitalization of the theatre."

In 1993, the NTC was presented with the Prix Manitoba Award which recognizes individual and community initiative.

The restoration of the Roxy has benefited more than just movie-goers. With its marvellous acoustics, audiences of all ages have enjoyed numerous concerts and drama productions presented on stage at the Roxy. It is an invaluable asset to the community.

"We are fortunate to have continued volunteer support," says Bailey. "It is a source of great pride to know that the Roxy exists with absolutely no burden on the taxpayers."