Apache Theatre

The name change from New Shenandoah to Apache was a manoeuvre to become first in the alphabetical neighborhood theatre listings in the newspaper.

Anyone interested in doing further research should take into account that Jablonow and Komm are the correct spellings of the names of the families involved in the running of this and many other theaters. (Source: multiple mentions in the St. Louis Post-Dispatch and St. Louis Globe-Democrat)

Yes, it would if you can send me it as an attachment to

responce to fujiwest
When the New Shenandoah was converted to the Apache on the marque in the very front there was an indian head in neon. Could this be what you were thinking of?
James Grebe

I’m wondering if anyone remembered an Indian bust located somewhere in the theater? I have an Indian bust that my dad said came from an old theater in St. Louis. After my dad aquired it, he had it displayed in Carson Pontiac’s showroom on Manchester Rd.

I didn’t remember this either, which is why I attributed the source of the info.

The last ad that appeared in a newspaper was on January 22, 1961. The advertised double-bill was “The Magnificent Seven” with “A Dog’s Best Friend.”

Boxoffice magazine, on February 20th, 1961 reported the theatre was destroyed by fire, supposedly started by vandals.

Reading about the Shenandoah and Apache Theatre brings back so many memories. I remember it well because I spent so much time there. Charlie and Jim, most of your memories about the theatre are on target, but I wish to add a little more. First of all I remember Ella Savage well, She sold tickets and worked the concession stand. She was a nice lady. She wasn’t the manager, my dad was. Not sure if you remember Charlie O'Neal, but he was the manager, and some of the ushers I remember are Charlie Spitzfaden, Delmar Crowley, and a mexican guy I remember named Cedro. The entry lobby was narrow and long and there were three rows of seats. I remember the wine colored, velvet curtains that were hanging behind the last row of seats above the partition wall. When you entered the theatre from the entry lobby, there was an office on the left which had a desk, chair and safe along with movie posters (sure wish I had them now), then the concession stand, then the ladies bathroom, and further down the men’s bathroom, and next to that was an exit door to the alley just a tad north of Shenandoah. I remember the “show” being packed and people lining up to get in. Also remember the closed circuit broadcast and my dad telling stories about it. The projection booth was upstairs and at that time it was state of the art. There was a long hallway with two exit doors on the east side of the theatre and then another hallway taking you to Broadway. Not sure if my recollection is 100% accurate, but I remember McCracken’s Drug Store (later Gross' Drug Store) on the corner, above the drug store was Dr. Gum’s office and Lou Kohm’s office (he was my dad’s boss), then the theatre, and other businesses were LaPlante’s Cafeteria, Dr. Mazur’s office, the cleaners, Baby Heaven, Russo’s grocery store, and the candy jewelry store on the corner. Seems to me there was a small bar in that row somewhere, but I can’t remember where. There are a lot of memories and a lot of ghosts that still remain even though the theatre has long been gone. It’s great going back down memory lane and sharing history with others. Broadway Rose, Jack McCracken and the Golden Gloves, the Jeannie Black Murder, the streetcars, all those are memories. Please feel free to write me direct at Pat O'Neal Wiseman

THe Apache/New Shenandoah was the classier of the Soulard S. Broaadway theatres. The difference between the Peerless and the Apache is that the Apache had upholstered seats where the Peerless had only wood. The Apache held the first closed circuit TV broadcast on the movie screen of a well publisided boxing match. The consession stand was in a separate room from the theatre and the drikning fountain was tiled with 2 drinkers.. Gene Smith was also a usher there also in the 1950.s.
Interested in talking to anyone about this theatre and the Peerless.
JamesGrebe