Page 22 - CinemaRecord Edition 3-2003 #41

Balwyn (and surrounding suburbs)
were becoming the new growth area of
Melbourne, and the Time immediately
established itself as a worthy asset to
the Hoyts chain. The office of Hoyts’
Eastern Suburbs Circuit Manager was
relocated to the building, perhaps
demonstrating the prominent role that
Hoyts envisaged for their new theatre.
As a state-of-the art design, it begs
the question as to why this cinema was
relegated to the third week of the Hoyts
suburban release pattern. In the 1940s
and early 1950s it was a week four
theatre, along with the Broadway
Camberwell.
Regarded as a prestige house after
becoming one of the first theatres to get
CinemaScope, the Broadway assumed
first-week status (and simultaneous
release with the City). The reason why
the Time had to wait, even though
upgraded to week three, was probably
because the release pattern was based
on distance from the city, and once
established, it took a lot to change it.
Architectural merit did not override the
distance rule. (See CR 51, page 26).
The Time was four km. from the
Broadway, and required two trams to
get there, perhaps a sufficient hurdle to
keep most patrons in Balwyn.
CinemaScope at the Time required
little structural alteration, because of its
wide proscenium. It continued to trade
well throughout the 1950s and early
1960s, when many other theatres
weren’t.
The Time and its cousin the Maling,
were Hoyts last single-screen push into
the eastern suburbs. The attractive
Maling, less than two km. south in a
direct line, was not a rival because it was Foyer walk to the stalls (top), the conservatory in the distance. Above: The shrubs display.
a week five theatre, later upgraded to
week four. Also, public transport The government held firm, and Hoyts, References
between the two was a bit awkward. true to their word, began the drastic Public Records Office: Health
It’s not unreasonable to claim that sell-off. Department File, Time Theatre
within its short life, the Time captured Building 1941
Like so many Hoyts theatres in
the heart of the local population. The
Victoria, the Time was sold to an oil
building brought something notable to
company, which rapidly had the
the streetscape, which could not be said
wreckers demolishing what today
of the business that replaced it.
would be a hard-fought battle for
In 1962, relationships between the preservation on the grounds of heritage
entertainment industry and the then value. The cleared site hastily became
Victorian Government were at boiling yet another petrol station. ★
point. Victorians were paying a high
‘entertainment tax’ on every cinema
ticket purchased. Hoyts were one of the
leading opponents of this tax, and as
such, threatened closure of many of
their theatres unless it was repealed.

22 2008 CINEMARECORD