Wehrenberg Theatres

Wehrenberg Theatres is the oldest and largest family-owned movie theater chain in America. It operates 15 movie theaters with 213 screens in the states of Missouri, Illinois, Iowa and Minnesota, including nine theaters with 131 screens in the St. Louis Metropolitan area. It is a member of the National Association of Theatre Owners.

In 1904, Fred Wehrenberg explored the St. Louis World's Fair and saw something that changed his life. The one-time blacksmith who ran a saloon/grocery/butcher shop saw a simple film clip of passengers riding a train while scenery rushed by in the background.

The film inspired Fred to rent the former bakery next to his saloon, buy a piano and 99 kitchen chairs and launch the Cherokee Theatre in 1906. As silent movies flickered on the screen, Fred's nephew drummed in the background while his wife, Gertrude, played piano in the pit.

The saloon doubled as the theater's de facto concession stand, and many customers frequented both buildings. Business boomed, inspiring the Wehrenbergs to open a second venue, the Airdome.

The Airdome was St. Louis’ first open-air venue, basically a drive-in without cars. A screen was erected at one end of a fenced-in lot while an elevated projection booth was built across from it. Guests sat on folding chairs and benches placed on the bare ground. In the winter, a canvas tarp trapped the heat from potbellied stoves to keep guests warm.

The Wehrenbergs survived the Great Depression as the movie industry was more stable than most. Fred paved the way for success by calling on help from his family, and coming into his own as a showman. Fred launched numerous promotions, including giveaways of china, glassware, flatware, turkeys and hams. These innovations ensured circuit success even during the city's lean times.

Business boomed, and soon the Wehrenbergs expanded their theater circuit. They sold their saloon so they could enter the movie industry full-time. They built St. Louis’ Best Theatre, the first building in the city constructed expressly for use as a motion-picture theater.

The Wehrenbergs survived the Great Depression due in part to the stability of the movie industry. Of course, Fred's creativity and mind for promotions helped tremendously. Years before "The Jazz Singer" premiered, Wehrenberg invented its own version of "talking pictures." Local actors scripted dialogue for the silent films, then acted them out behind the screen.

Then, in 1948, Fred and his son-in-law, Paul Krueger, opened the first Wehrenberg Drive-In. The Drive-In was named "Ronnie's" after six-year-old Ronald Paul Krueger, Paul's son and Fred's grandson. The Ronnie's was the beginning of Ron's lifelong association with the circuit. While still a boy, he ran the miniature train around the playground at Ronnie's Drive-In, entertaining the small children in attendance. Fred debuted another family-friendly idea with pony rides at the 66 Drive-In. Grandson Ron was again in charge as he led the pony rides. Ron eventually worked as a carhop, usher and concessionaire before ultimately taking the helm as president of the company.

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Wikipedia