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Like most 20th century movie houses, the Garneau Theatre needed fresh blood several times to stay afloat. The historic cinema on 109 Street faced stiff competition from the get-go, with the rival Varscona Theatre opening three months before less than two kilometres away. These days, it faces digital opponents in the form of on-demand viewing services like Netflix. But the Moderne Garneau Theatre is continually striving to offer a moviegoing experience unlike any other in the city.
Winnipeg-based Famous Players manager Walter Wilson moved to Edmonton and took over management of the Capitol Theatre in 1928. In the following decade he raised money for a new chain of movie theatres, which resulted in the birth of the Roxy in 1938. Two years later, the Garneau, his second cinema, opened to the public.
William George Blakey was commissioned by Wilson's Suburban Theatres to design the building in the Moderne style, characterized by rectilinear boxes and horizontal banding. The building's ground-level retail commands a street presence, while the two-storey rear box — emblazoned with "GARNEAU" in two-toned bricks — contains the theatre. The stepped marquee possesses coloured details and neon lighting to attract customers. It was the second theatre to be built outside of Edmonton's downtown core.
Famous Players signed a lease to operate the Garneau in 1941, giving the theatre a steady stream of first-run pictures. They renovated the space in 1960 and brought in larger seats, which reduced the seating capacity from 780 to 630. Meanwhile, Wilson retired as manager in 1971 but retained ownership of the complex through Suburban Theatres until his death in 1985.
The age of the multiplex took the shine away from the Garneau, and by 1990, Famous Players announced their time as operator was coming to an end. Magic Lantern Theatres leased and reopened the property in 1991 as a discount theatre for university students. When a Toronto developer proposed converting the building into a bar and games hub, Magic Lantern sought private investors to buy and conserve the theatre. It continued showing films at a discounted price until 1996, when additional renovations were carried out, and first-run films returned. By this time, seating capacity stood at 527.
A threatened expropriation by the University of Alberta and another plan to add businesses to a proposed second floor both faced heated community opposition and were subsequently abandoned. After decades of uncertainty, the City of Edmonton finally gave the local landmark some level of permanence when it designated the theatre a municipal historic resource in 2009. The City also agreed to pay $547,000 to restore the building to its original glory.
Magic Lantern vacated the space in 2011 and the non-profit Metro Cinema Society stepped in. After a brief period of maintenance, the Garneau reopened on September 16, 2011 with a fresh roster of films and renewed vigour.
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