The Levoy Theatre History

Photo of Simon Cherivtch in front of the Levoy

“Uncle” Simon Cherivtch

<Back: Warner Brothers | Home | Next: Uncertain Future >

During the next six years the Levoy's slow but steady decline continued. The theatre was now a losing business, and the Levoy's ownership changed again, this time to Simon Cherivtch, businessman and former Millville Mayor.

Simon took control on August 28, 1958, and quickly made his message clear on what he planned for the Levoy.

He stated that if attendance kept declining he would find another use for the building, possibly a modern food mart or small shopping center.

This was a serious threat to the Levoy, since everybody knew that Cherivtch had bought the Peoples' Theatre in the early 1950's, closed it, and converted it into a modern store (now the Regional Music store). But by October of 1958 Simon's choice had become clear.

He was going to keep the Levoy open and try to make it better than ever. For the first time in almost thirty years the Levoy stage was about to have live, big name entertainment during “Millville Week”.

A parade up High Street welcomed Olson & Johnson, former Vaudeville stars, and their “New Hellz-a-Poppin' Yock and Roll Revue of 1959”.

But even after all this hype and publicity the crowds were disappointing to Cherivtch—only half of the house was full. Cherivtch's next attempt to raise revenues was his stunt on February 22, 1959, a Sunday night.

Psycho ad from 1960 Simon was ready to open the Levoy for a Sunday movie even though it violated a Millville city ordinance. About 2,000 people turned out to see this occur, but Cherivtch eventually decided not to get arrested by opening the theatre. This ordinance finally changed in for good in 1964.

Throughout the 1960's Cherivtch tried many times to bolster Levoy crowds and revenues. He started parades (even with elephants!), gave silver dollars out to children at Saturday matinees, and had lottery drawings for ticket stub holders.

Many of the matinee kids soon gave him the nickname “Uncle Simon” because of all of his generous schemes. Simon wanted the Levoy to be successful, but soon became tired of trying so hard to maintain an unprofitable business.

His plan of renovating the Levoy into a store became partly true in the early 1960's when he modified the front part of the building and opened 2 stores there.

The new lobby was more spartan than before and one third of its original size. The original symmetry of the twin marble staircases on either side of the lobby had been destroyed. The ticket booth was moved to the right side of the building and the auditorium was reconfigured with about 400 fewer seats to accommodate the new storefronts. This occurring several years after other modernization efforts had removed the chandeliers and organ and installed plainer wall tapestries covering the 1939 tapestries (including the two murals of the earth).

Cherivtch tried several times to sell or lease the Levoy—to groups like the Jaycees or even to regional theatre circuits, but all were unsuccessful in running the theatre and the title eventually went back to Simon.

The early 1970's brought a new round of problems to the Levoy. The general flight of patrons from the downtown to the new Mall combined with two Multiplex cinemas opening in Vineland was taking away much business. But worst of all, because of low revenues, basic maintenance and upkeep began to slide. The building and its systems started to deteriorate. In 1972 the Levoy closed for several months “for alterations” when the first major exterior alteration occurred.

The large false wood eave that hung high above the marquee was hanging out some 10-12 inches from the building. This was ordered removed—and was, on July 7, 1972.

Soon afterward the four wooden pilasters (flat columns) were also taken down, leaving only wood beams to show where these decorative elements once stood. The 1972 shutdown and renovation were only temporary setbacks because the Levoy would soon reopen, but it was a sign of things to come.

<Back: Warner Brothers | Home | Next: Uncertain Future >