BEYOND THE LOBBY - MOVIE THEATERS

The Golden Age of Cinema: Between Marquees and Red Velvet Seats

By Jon @whereismyhotel

In the late 19th and early 20th centuries, entertainment was experienced as something exclusive and extraordinary. Upon entering the theater, visitors were immediately enveloped in a thick cloud of smoke—at the time, indoor smoking was perfectly common.

The architecture of these spaces was designed to captivate a new audience and make anyone who stepped inside feel truly special. Going to the movies was an eagerly anticipated event, a chance to discover other cultures and travel—if only in the imagination. People dressed up just to see a film, and theaters were often packed to capacity.

These cinemas were known for their striking exterior signage, featuring a prominent marquee and vertical neon signs. Inside, colorful movie posters adorned the walls, and the red velvet seats glowed under soft lighting. The darkness of the room offered a sense of privacy, making the cinema an ideal spot for first dates—and first kisses.

The atmosphere was electrifying. During the 1920s and 1930s, an unprecedented number of films were produced, and more than 20,000 movie theaters were built across the United States. Cinema had become the most popular form of entertainment of the era.

After the Great Depression, resources were scarce, and theaters were built on a smaller scale, adopting the more streamlined and functional Streamline Moderne style. By the 1950s and 60s, many of the original decorative features of these cinemas were removed, deemed outdated. Even so, they remain perhaps the most enduring examples of surviving Art Deco architecture.

Today, some of these spaces have been reimagined and revived. One of them is Grand Paradiso in Ibiza, transformed into an Art Deco–inspired hotel that includes a private cinema where classic films are screened each night. It also hosts CINERAMA, a series of independent films and documentaries, followed by conversations with the directors, actors, and actresses themselves.