Serf Theatre Hall
707 Douglas Avenue,
Las Vegas,
NM
87701
707 Douglas Avenue,
Las Vegas,
NM
87701
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Additional Info
Previously operated by: Fox Inter-Mountain Theaters Inc., National General Theatres
Functions: Concerts, Live Music Venue, Live Performances
Styles: Streamline Moderne
Previous Names: Fox Serf Theatre, Serf Theatre
Nearby Theaters
Built as a 793-seat theatre in 1937 by Fox-Intermountain Theaters Inc. They remodeled the Fox Serf Theatre on November 11, 1950 and the seating capacity was reduced to 726-seats. It appears to have closed in the early-2000’s. A movie search for the Serf Theatre returns “Closed until further notice”.
It was reopened December 20, 2014 as the Serf Theatre Hall, presenting concerts and live performances.
Contributed by
Lost Memory
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Recent comments (view all 16 comments)
The October 9, 1937, issue of Boxoffice Magazine said that the Graham Brothers Theatre Supply Company of Denver had shipped various items to the new Serf Theatre in Las Vegas, New Mexico. These included 500 seats, 340 yards of carpeting, two blowers and motors, two curtains with tracks and controls, a sound screen, and complete booth equipment.
The Maloof Bros. were apparently the owners of the building, but the house was operated by Fox Intermountain Theatres when it opened, according to the October 23, 1937, issue of Boxoffice.
In its April 15, 1950, issue, Boxoffice said that the Maloof Bros. had closed the Serf Theatre for repairs when it was discoverd that the back wall was sagging. Fox Intermountain must have taken this opportunity to expand the theater, as the November 4, 1950, issue of Boxoffice said that the company had reopened the Serf with 726 seats.
The remodeled lobby featured a wagon wheel chandelier with six brass lanterns, and the walls were decorated with murals depicting the Santa Fe Trail. The auditorium was painted in shades of aqua and turquoise, and the screen had a turquoise velvet curtain.
Checking the 1937 Boxoffice article again, I think it says that 800 chairs were shipped to the Serf Theatre. The scan is very blurry, but the Google cache in plain text says 800. The 1950 reseating thus probably reduced the total capacity to 726, rather than increasing it.
Here is a May 1953 ad from the Las Vegas Daily Optic:
http://tinyurl.com/qe4x6e
At least 72 films were filmed in Las Vegas, NM to date. I just spotted the theater in Red Dawn.
Here is another photo:
http://tinyurl.com/y93v2gl
The Theatre name was the intials of my Great Uncles children – Sara, Eddie, Richard, and Fannie. There was also a SERF hotel nearby that was torn down in the 80’s…
12/2014 The theatre has reopened after a renovation and is now know as the “Serf Theatre Hall”. From the Facebook page, it appears that the auditorium has been floored over and is used as a dance hall. The stage looks intact. Good to see the space open for business and hoping that it will continue to promote live performances.
Wow! $200 per seat – seems a bit steep! How does one abbreviate ‘admission or adm’ as addm? Sad. A suggestion? REPLACE THE YELLOWED PLEXIGLASS! WOLVERINES!!!
Boxoffice, Aug. 28, 1972: “National General Theatres has sold the Serf Theatre in Las Vegas, N.M., to John Brenden, who headquarters in Minneapolis”
Boxoffice, June 17, 1974: “Kuaid Quadri has taken over operation of the Serf Theatre, Las Vegas, N.M., from the former operators.”
Another capacity data point:
Boxoffice, Nov. 11, 1950: “Las Vegas, N.M. - Remodeled 726-seat Serf reopened by Fox Intermountain.”