[Segregation-era, rainbow-printed movie theater poster:] It’s Movie Time U.S.A. Beautiful New Milford, A Schine Theatre…Burlesque in Harlem…The Shore’s Most Comfortable Balcony Section for Colored Patrons.
1952 Segregation-era movie theater poster from the Schine Theatre in Milford, Delaware. Located near the coast of Southern Delaware, the poster bears the legend: “The Shore’s Most Comfortable Balcony Section for Colored Patrons.” The movie line up included the new 1952 comedy film Sailor Beware, starring Dean Martin and Jerry Lewis, and the 1951 films When I Grow Up (drama), Hills of Utah (a Gene Autry western), and the anthology film It’s a Big Country, starring Gary Cooper, Van Johnson, and Nancy Davis (later First Lady Nancy Reagan). The later film was promoted as a benefit for the Kent County chapter of the Boy Scouts of America. Fittingly for its many film offerings, the poster has been rainbow printed.
The poster also includes a midnight showing of Burlesque in Harlem, a 1949 film featuring African American performers “Pigmeat & Markham” [i.e. Dewey “Pigmeat” Markham], Cab Calloway (who moved to Delaware in retirement years later), and “Count Bassie” [sic]. Curiously, neither Calloway or Basie appear to be credited in the 1949 film.¹ The Schine Theatre (also called the Schine New Plaza Theatre) was part of a chain of theaters. It opened in Milford in the 1940s, burned down in 1946, and was re-built in 1948; it closed in 1976.²
Description: [Segregation-era, rainbow-printed movie theater poster:] It’s Movie Time U.S.A. Beautiful New Milford, A Schine Theatre…Burlesque in Harlem…The Shore’s Most Comfortable Balcony Section for Colored Patrons.
Baltimore: Globe Poster Corp. . Broadside or Movie Poster. 26¼ x 17 inches. Heavy card stock; printed in black on a rainbow printed ground. Some ink off-setting on rectos and verso; two small bumps in margins; very good.
Notes. 1. Burlesque in Harlem | Revolvy accessed online. 2. History of Milford Movie Theatres | Milford LIVE! &; Milford, DE [by Bryan Shupe] accessed online.