The New Theater: A Hub of Entertainment and Memories

The New Theater as it would have looked when in operation. 
This image is a reconstruction created by Josh Dukes and is based on color photo fire images of the structure

The New Theater in Johnsonville, often referred to interchangeably over the years as the Prosser Theater—was owned and operated by Chives Prosser (1899-1982), a central figure in the town’s early business and entertainment industry. 

Prosser Eldridge Franklin "E.F." Prosser (a businessman in his own right) and Lillian Camillia Cox Prosser. 

Chives Prosser, early 1920s

Prosser served as Johnsonville’s postmaster from 1920 to 1925, then launched his theater

 business in 1925 during the silent film era. This first Prosser Theater was located on the south side of Broadway Street approximately where Jake’s BBQ now stands. This original venue, listed in the theater publication Film Daily Yearbook beginning in 1931, had a reported capacity of 200 seats—a figure that remained consistent in issues of the FDY for the next several years.  

In September 1930, the News and Courier reported that the Prosser Theater had contracted for an RCA Photophone system, "a Talkie operation," and planned to reopen with sound synced to films that October.  Thus the Prosser Theater continued with cutting edge technology until tragedy struck.

On the evening of Tuesday, September 21, 1937, the original Prosser Theater was destroyed by fire. A broken film reel came into contact with an electric wire, igniting a blaze that spread quickly. The fire began at the start of the second showing, with the auditorium about half full. All patrons exited safely. Debris from the fire collapsed the roof of the adjacent Chapman Hardware Company building.

Two men—Loyes B. McAlister and Walter E. Wall—were injured inside the hardware store while assisting in the removal of goods. McAlister was seriously burned on his back, sides, and legs and was hospitalized in Florence in critical condition. Wall sustained abrasions and head injuries that were not considered serious. They were first taken to the Kelley Sanatorium in Kingstree, but due to overcrowding, were transferred to McLeod Infirmary in Florence.  Both men eventually recovered from their injuries.

Prosser reported the theater was not insured. He had recently installed $1,000 worth of new seating equipment. Losses were estimated at $10,000, but he vowed to rebuilt at once.

One Hundred Men and a Girl was the first film
booked at the New Theater

By early January 1938, the replacement building was nearly complete. Located on a corner lot across from the original site, the new structure featured a south-facing entrance and was described as large, modern, and contributing to the appearance of the town’s main thoroughfare. The new building included a smoker for men, a ladies’ rest room, a soft drink and lunch counter adjoining the lobby, a private office, a ticket booth, and a street-level entrance to the balcony. The interior featured acoustically designed walls, a well-arranged stage, dressing rooms, a large balcony, and spring-edge cushion seats. Projection was handled by Western Electric sound and Super-Simplex equipment—technology the theater had invested in as early as 1937.

Prosser personally operated the projection equipment. Management of the theater was shared with his wife,  Ira Mae Brown Prosser (1902–1960). For the opening feature, he booked “One Hundred Men and a Girl” starring Deanna Durbin. 

On the original site of the burned theater, Prosser began constructing two brick storefronts, which he aimed to complete by February 1, 1938. The New Theater had resumed programming, and a science motion picture was scheduled for Thursday, March 10 at 2:00 p.m.

A view up Broadway Street from the railroad shows the New Theater marquee down the block over the sidewalk

The theater continued to serve the community for decades. In October 1952, it hosted a political rally for Dwight D. Eisenhower during his presidential campaign. On June 28, 1960, Ira Mae Brown Prosser died at age 57. She had been active in the daily operation of the theater. Chives and Ira Mae were parents to Elizabeth Prosser Roberts and Barbara Ann Prosser Powell.  Though unconfirmed, this may have marked the end of the theater's run as Mrs. Prosser was heavily involved in the day to day theater operations.

The years rolled by with the theater building falling further into disrepair.  In the early 1970s, a relatively heavy snow caused the building's old roof to collapse into the auditorium. A long-running debate between the city of Johnsonville and Chives Prosser ensued, with the city finally issuing an ultimatum in 1977 that the property had to be cleaned up.  In May of that year, the future of the building was sealed when a fire broke out and consumed almost all remaining details of the theater except its outer shell.

Johnsonville firemen attempt to put out the fire at the theater building on
Broadway Street in Johnsonville, 1977

Prosser explained that he had been in the building the day before the fire. He noted the roof had collapsed during a snow and ice storm four years earlier, and that roof debris had fallen between the seats. Believing it would be easier to burn the material inside than remove it by hand, he had begun burning debris within the structure. He considered this action within his rights, stating, “If anyone is to blame for what happened, it is me. I was burning on my own property, and I felt I was completely in my rights.”

He became ill Monday night and returned Tuesday morning but did not feel well enough to continue. He extinguished the remaining fire using water. Around 11:00 a.m., he left the site. Approximately 30 minutes later, he received a call informing him that the front of the building was on fire. He said he had no idea what had caused the second flare-up unless the wind had stirred up a spark.  Prosser also said he had planned to go to Florence that afternoon to purchase material for a new metal roof and believed that in two weeks the building would have looked significantly improved.

The New Theater as it appeared in 1977 after the fire

The Johnsonville Volunteer Fire Department received the call at 11:00 a.m. Tuesday and responded with two trucks. Their quick action initially saved the brick structure from total destruction.  The Delight Amusement Center, a business located in the front of the building adjacent to the old theater, was evacuated during the fire because of safety concerns that the fire might have weakened the walls, which could possibly collapse. The walls were later braced and the amusement center reopened for business that Monday night.

Mayor Connie DeCamps confirmed that officials were evaluating the situation, saying, “The officials are looking into the matter in regards to safety of our citizens,” and declined further comment.  Despite the structure being saved from complete destruction, it was later deemed unsafe. The City of Johnsonville contracted a demolition crew from Charleston. Demolition began at the rear of the building and the final wall fell by the end of the same day. The lot was cleared and rough-graded per the contract terms. The building site at the corner of Broadway and Belview Streets remains vacant to this day.

Despite the long-time loss of a treasured venue, residents of Johnsonville have preserved memories of the theater’s place in community life.  Mrs. Fairlyn Odom remembered that all the kids would head to the theater on Saturday mornings to watch The Lone Ranger and Roy Rogers.  Ann Ward noted, “I spent every Saturday night there in the 50’s.” Robert Venters remembered, “All the kids in the neighborhood would go to that theater for the serial and a Western movie. At that time they sold no popcorn or candy. We would go next door to Mr. Ard's and load up on snacks—5 cents for popcorn in a bag, 5 cents for candy, 6 cents for a Coke. Oh yes, 10 cents to see the movie. It was the place to be on a Saturday afternoon. Great times.”

Ken Powell shared, “We used to go there on Saturday afternoons, when I was a boy. One Saturday, after the movie, we were running home because it was raining and I tripped and bursted both my knees on the railroad track.” Eddie Hanna added, “I remember my dad told me stories about Saturday morning and afternoon watching western movies.” Gary Cribb stated, “Oh my—I have many memories going to movies in the Jville theater. 10 cents admission.” Carl Coward commented, “I remember that part of Johnsonville’s night life!” 

Some of the more entertaining memories were recalled in articles written over the years by Charlie Walker: “David Marsh remembered taking his slingshot and shooting at wharf rats while Gene Audrey films played... Chives Prosser owned the theater and he heated it with coal burning stoves. He hauled the coal in the trunk of his Cadillac. Legend has it that under the seats of that theater was the largest variety of chewing gum in Florence County.” Gary Humphries noted, “The rats weren’t a myth.”