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Fair Lady/East End 1 Bio-box. (G.Florence)
The major launch film for the complex was
My Fair Lady after which the larger 70mm
auditorium was named. As the My Fair
Lady Theatre it opened on Wednesday
Dec 9, 1964 with much fanfare and a Gala
Premiere attended by the Governor, Sir
Rohan Delacombe. Public screenings began
with a matinee on Dec 10.
The naming of a theatre after a film
was thought to be a ploy to increase
promotional exposure. Hoyts used the
same ploy by renaming their Bourke
Street Lyceum as the Cleopatra Theatre
because the Melbourne City Council
regulations prohibited the advertising of
films in neon lights. Name signage was a
different matter!
My Fair Lady/East End 1.
CINEM AREC ORD 2012 11
