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The theater was operated by Hester retired in [[1961]], turning operation of the Florida over to [[Giddens & Rester]] since around 1960,<ref name="7theatres">"Fall Construction of 7 Theatres Blueprinted by Giddens & Rester." ''Boxoffice'', September 20, 1971.</ref> under which renovated it with new curtains and drapes.<ref>"New Mobile Theatre for Giddens & Rester." ''Boxoffice'', November 11, 1963.</ref> The manager was [[Francis Boucher]].,<ref>"Southern Showmen Go Nautical On 'Boatniks.'" ''Boxoffice'', August 24, 1970.</ref> Boucher who arranged extravagant promotions for many of the movies; for a 1965 showing of ''Shenandoah'', actor [[Wikipedia:Phillip Alford|Phillip Alford]] was brought to the city, taken by military escort to a television station for a live interview, and paraded through town with six convertibles full of Naval cadets and "Shenandoah Belles."<ref>"'Shenandoah' Bally Steps Off Record Run." ''Boxoffice'', October 11, 1965.</ref>
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The '''Florida Theatre''' was a movie theater located at [[186 North Palafox Street|186 North]] [[Palafox Street]] in [[downtown Pensacola]].
The theater opened in [[1939]]<ref name="fadesintosunset">"The Florida Sunset Fades Into Sunset." ''Pensacola Journal'', May 13, 1976.</ref> and was opened operated by the Pryor circuit in through the early 1940s. According to the trade publication ''Boxoffice'':
<blockquote>As we pilot our Plymouth into Pensacola, getting into Saenger territory, again the theatre-building tocsin is ringing. It is definitely understood, and newspaper announcements have been made to the effect that the Pryor interests of Virginia, through [[Chester Hester]], will shortly begin construction on The Florida, a house to seat 600, on the main thoroughfare, [[Palafox|Palofax]] [sic], on a site now occupied by the [[Nobles Building]]. It is understood that tenants have been served notice to vacate.
There is no pronounced boom in Pensacola, so to speak, but the town looks better than on the occasion of our last visit some half dozen years ago. The Pensacola Naval Air Station—the Annapolis of the Air—as it is called, is doing much to stimulate matters hereabouts, in which the motion picture business certainly will get its share.<ref name="boxoffice1938">"Palofax St. Gets New Pictorium." ''Boxoffice'', March 8, 1941.</ref></blockquote>
Only a short while after it opened, the Florida was gutted by fire in [[1944]], causing $60,000 worth of damage to the [[Nobles Building]]. The owners held insurance on both equipment and occupancy, however, and were able to rebuild "a larger and better" theater with increased seating capacity.<ref>"Plan New Florida Theatre Following $60,000 Blaze." ''Boxoffice'', November 4, 1944.</ref> The [[Pensacola City Council]] passed an ordinance permitting more seats to be installed in a theater of its size, but then repealed it a few weeks later.<ref>"Code Change to Assist Small House Repealed." ''Boxoffice'', March 10, 1945.</ref>It reopened in [[1945]] under the ownership of [[J. C. Hester]]], who refused to sell popcorn in the lobby, saying it attracted mice, and even frisked patrons to ensure they didn't bring it to the theater. (He eventually relented and began serving the concession.)
The theatre received new curtains theater was heavily refurbished in 1964 and drapes in 19611971.<refname="7theatres"/>"New Mobile Theatre was a popular spot for Giddens & Resterfamily-friendly movies, especially Walt Disney films.Boucher recalled, " The Disney movies came out on special release, and we would get them before anyone. They used to call the Florida 'the house that Disney built.'Boxoffice" After the 1964 renovation, Walt Disney sent a telegram to the theater. "He called it 'a little gem of a theater,', November 11, 1963.</ref> and was heavily refurbished in 1966 and 1971" said Boucher.<ref name="7theatresfadesintosunset"/>
With the opening of the [[Cordova Cinema]], also operated by Giddens & Rester, the Florida no longer got the most popular new movies, which were instead channeled to the newer theater. After a swift decline, the Florida closed on [[May 13]], [[1976]] with a farewell screening of ''Gone With The Wind''.<ref name="fadesintosunset"/> After its closure as a movie theater in {{date needed}}, the [[Pensacola Little Theatre]] renovated the building and used it between [[1977]] and [[1996]]. It was converted to retail space and most recently occupied by [[Milmo Fine Furnishings]], but is vacant [[as of 20082009]].
==References==
