Advertisement Take the free movie night featured this Wednesday at Holmen’s Yahnke Antique Green (just off State Street). If yesteryear reels don’t grab you, aromas and tastes of bygone theater fare will.
Reviving memories is fantastic, especially for folks who long ago longed for those weekly movie nights in the summer outdoors. Started by La Crosse’s David Marcks in the late 1930s, son, Bob, later joined the venture. Until 1966, they “ran weekly shows” sometimes including as many as 14 small burgs in the La Crosse area. Split into two routes, Dave would take seven locations, Bob the others. This kept them occupied nights; by day they worked at Community Camera. At each movie town, local businesses would be hit up for a nominal fee to cover expenses and allow Dave and Bob to make a buck or two.
A cartoon (perhaps of Walter Lantz animation) would begin the show, followed by an RKO newsreel announcing what was happening “today.” Then came the big one — perhaps a western, a murder mystery or a musical — letting your mind run rampant to catch a favorite gun-slinger, detective or prima donna on an unsophisticated yet illustrious outdoor screen.
This Wednesday night is a tryout of sorts, hoping that not only senior citizens but their offspring and their offspring’s offspring will turn out to enjoy the Holmen Area Historical Society’s event that Bob’s spouse, Jean, pitched to the society.
If you’re going to attend, be settled in by 7:30 p.m. for Jean’s brief talk on the history of outdoor movies. When daylight turns to darkness the show will begin with a Woody Woodpecker cartoon followed by a 1940s newsreel. Then will come the big one, “Road to Bali” starring Bob Hope, Bing Crosby and Dorothy Lamour.
Being settled in probably calls for you to already have made your concession purchases so you won’t miss a minute of the main attraction. Available for your pleasure will be long-ago, movie-goin’ treats: cotton candy, Orange Crush, root beer and grape soda — and the forever enjoyable popcorn. You can purchase each for $1.
At age 3, Jaelene Seymour, 66, Ferryville, Wis., began attending movie nights with her grandmother and continued this until age 8. “Grandma would make popcorn at home, and we’d stop at the grocery store to get a big bottle of pop. Grandma loved westerns, the shoot-’em up types. I remember the whole town would turn out, including area farmers. It was a big deal in Ferryville.”
Jack Robinson, 80, of Ontario, Wis., remembers stores being open on movie nights. The Marcks’ screen would hang between two posts, he said. “Their movies included western serials — all cliff hangers — to bring you back next week if you wanted to find out how things turned out.” Movies came to Ontario on Tuesdays and to La Farge on Wednesdays. The audience sat outdoors on the ground. One night Jack went to see what was showing in La Farge. It was there he met Mary. They’ve been married for 58 years.
You might say there was more than one main attraction at those free movie nights.
If-you-go advice: Add comfort to Holmen’s movie arena. Bring a lawn chair and/or blanket, and some skeeter repellent.
Larry Olson can be reached at larry.olson@lacrossetribune.com.
