The theatre’s classic exterior design was in the Italian Renaissance Revival style inspired by Renaissance era palazzos in Florence. The richly ornamented interior featured ornate, gilded sculptural plasterwork, and two balconies with box seats on either side of the stage. It was one of the most state-of-the art theatres in Virginia at that time. The New Theatre opened on June 16, 1913 providing a combination of live entertainment and film.

Warner Brothers began leasing the New Theatre during the mid-1920’s, and it became one of the first theatres in Virginia to be wired for sound. This was done in order to show Warner’s revolutionary new talking picture, “The Jazz Singer” in 1927. Warner Brothers purchased the theatre and The New Theatre Corporation was dissolved on December 20, 1934.

A disastrous fire on January 23, 1936, destroyed the ornate interior and the third floor of the building. To rebuild the theater, Warner Brothers turned to renowned New York architect, John Eberson, often referred to as the “Dean of American Theatre Architects.” Eberson was best known for his atmospheric theaters of the 1920’s, designs that evoked exotic styles and sported lavish interiors that would visually transport the visitor into a fantasy world. By the time of the rebuilding of Staunton’s theater, however, the Depression has brought about the end of lavish movie palaces.

A New Design: the wedding of two eras

Fortunately for the New Theatre, John Eberson was noted for being able to blend the ornate beauty of the classic movie palace with the marvelous colors and sleekness of the Art Moderne style. He ingeniously preserved the old craftsmanship of the exterior while adding a new art form to the façade of the building. Arched windows were filled with stunning stylized floral motifs created with decorative tiles, a new box office added and flanking doors converted to display boxes.

In keeping with the flat roof design that he favored, Eberson chose not to rebuild the third floor, which had been the most seriously damaged by the fire. He mounted a prow-like marquee above the front doors, and combined this projection with a vertical sign (now missing), which rose from the horizontal parapet and curled back on to the roof. He also made use of his trademark “speed stripes” with rounded corners in the building’s interior.
 

In 2000, the Dixie Theatre was bought and incorporated as the New Dixie Theatre, Inc., a 501 (c) (3) entity to fund the restoration and renovation of the building. In January 2003 the building was sold to a Limited Partnership, the New Theatre LP, in order to be eligible for historic tax credits. The non-profit’s operational name was changed to the Staunton Performing Arts Center, which is governed by a Board of Directors. The Dixie will continue to operate as a four-plex theater until fundraising to renovate and restore it is complete.