The Roxy Theatre: Rise, Fall, and Rebirth of a 124th Street Icon

By: Ryan Krawchuk

Once a glamorous 1930s movie palace, Edmonton’s Roxy Theatre has endured fire, closure, and rebirth to become a vibrant hub for live performance. Discover the full story of this west-end landmark’s rise, fall, and inspiring return to 124th Street.

Birth of an Art Deco Gem (1930s)

In 1938, the newly built Roxy Theatre gleamed with white stucco walls, black polished trim, and a bold neon marquee on Edmonton’s 124th Street. When it opened in October 1938, the Roxy was heralded as the first “neighbourhood” cinema on the city’s west side 1. Designed by notable architect William G. Blakey in the sleek Streamline Moderne style, the single-screen theater featured luxuries rare for its day: air conditioning, spring-cushioned seats with extra legroom, and one of Edmonton’s earliest soda fountain concessions in an attached drugstore 2. Local newspapers praised the Roxy’s ultra-modern design – “smartly modern in design, with eye-catching neon sign… the Roxy is truly the up-to-the-minute expression of customer service in theatre construction,” the Edmonton Bulletin wrote in 1938 3. The grand opening attracted dignitaries like Mayor John Wesley Fry and Lieutenant Governor John Bowen, signaling the Roxy’s importance as a new cultural hub. Behind this venture was Bill Wilson – son of a longtime theater manager – who, after losing his job in the Depression, rallied investors (including I.F. Shacker of Suburban Theatres Ltd.) to bring a movie house to the growing Westmount area 1 3. From the beginning, the Roxy was more than just another cinema; it was a neighborhood gathering place where families and young people could enjoy the latest Hollywood “talkies” without trekking downtown. In fact, its very first feature was a popular Deanna Durbin picture, a fitting choice given the Canadian soprano’s star power at the time.

Golden Years and Changing Scenes (1940s–1980s)

Throughout the 1940s and ’50s, the Roxy Theatre thrived as a beloved local picture palace. In 1941, founder Bill Wilson departed to manage another theater, and the Roxy’s operation was assumed by Odeon Theatres (a national cinema chain) 3. Under Odeon’s banner, the Roxy continued to draw crowds for decades – Saturday cowboy matinees and newsreels in wartime, evening double-features in peacetime – all in the cozy confines of a 500-seat auditorium. As the years went on, the movie industry evolved and so did the Roxy. A mid-century facelift in 1955 and a major renovation in the 1970s dramatically altered its appearance: the original recessed entrance (once flanked by small shops) was moved to street level, the classic marquee and rounded corners were removed, and the lobby was expanded into former retail space 3. While these updates aimed to modernize the aging theater, they also stripped away many of its Art Deco charms.

By the 1980s, the Roxy’s marquee advertised discount film screenings – a far cry from its gala 1930s debut. The rise of television and multiplex cinemas in the 1970s–80s brought tougher times for single-screen theaters like the Roxy. Ownership and programming changed hands several times in this era. After Odeon’s lease ended, the Roxy became part of an experiment in repertory cinema – sharing films in rotation with two other historic theaters (the Avenue and the Varscona) under the “Inner City Cinemas” banner 4. Later in the 1980s it even rebranded as the budget-friendly “$2 Roxy,” offering cut-rate admission to second-run movies 4. Despite these creative efforts, the Roxy could not escape the decline that shuttered many neighborhood movie houses. In 1988 the theater went dark and closed its doors as a cinema 3, seemingly ending an era on 124th Street.

From Silver Screen to Center Stage (1989–2014)

If the late 1980s marked an end for the old Roxy, 1989 heralded a new beginning. That year, Edmonton’s Theatre Network – an independent theater company founded in 1975 – acquired the Roxy building and transformed it into a live performance venue 3. Notably, the purchase was made possible by local businesswoman Nancy Power, a Theatre Network board member, who bought the derelict cinema and donated it to the company 5. Renovations converted the movie house into an intimate playhouse: some rows of seating were removed to make room for a larger stage and backstage dressing rooms, the projection booth gave way to lighting and sound tech, and the lobby was reconfigured to welcome theatergoers instead of film crowds 3. By retaining the Roxy’s inherent character – its gently sloped wooden floor and excellent natural acoustics – Theatre Network created a unique performance space that artists and audiences quickly grew to love.

Under Theatre Network’s stewardship, the Roxy Theatre thrived once again – this time as a hub for live drama, comedy, and music. It became home to Nextfest, an annual festival showcasing emerging Edmonton artists, where hundreds of young performers got their start on the Roxy’s stage 5. The venue also hosted countless plays by local and Canadian playwrights, helping cultivate Edmonton’s vibrant theatre scene. By the 2000s, the Roxy had firmly reestablished itself as a cultural landmark – the only live theatre venue in the 124th Street district, known for its cozy atmosphere and unexpected artistic adventures. Generations of Edmontonians now hold fond memories not just of movies at the old Roxy, but of cutting-edge plays, laughter-filled improv shows, and the electric energy of opening nights in this community playhouse. That enduring “small theater with big heart” character made the Roxy’s next chapter all the more devastating.

Tragedy by Fire (2015)

In the early morning hours of January 13, 2015, disaster struck the Roxy. A fire broke out in the historic theater before dawn, and despite firefighters’ efforts, the blaze gutted the building and caused the roof to collapse 2. By daylight, the original Roxy Theatre – which had stood for 77 years – was reduced to a charred shell of walls and ashes. The fire’s cause was investigated, but as of mid-2015 it remained undetermined 2. Fortunately, no one was injured in the blaze; however, the loss to Edmonton’s arts community was incalculable. Theatre Network was hours away from opening a new production that very night, and suddenly found itself without a home 2. The Roxy had been insured, but the cost of a full rebuild was daunting. In the weeks and months following the fire, an outpouring of community support showed just how much this venue meant to the city. Patrons, artists, and neighbors held fundraisers and memorial events, determined that the “heart” of 124th Street would not be lost forever. The iconic vertical ROXY sign, a beacon over the avenue for decades, had miraculously survived the flames – a poignant symbol that gave hope the theater might one day rise again 6.

In the interim, Theatre Network vowed to continue its season. The company relocated its productions to a temporary venue (the old Varscona space in Old Strathcona) while fighting to rebuild 7. City councillors, provincial officials, and even Canada’s federal heritage fund soon rallied behind the cause. Over the next few years, pledges came in from all levels of government as well as private donors, eventually amassing roughly $12 million for a new Roxy Theatre 7. Still, the journey was far from easy – design revisions, funding gaps, and even a legal battle with a neighboring property owner delayed construction 7. Yet the vision persisted: to create a modern arts center on the same site, one that honored the Roxy’s legacy while equipping it for a new century.

The Phoenix Rises: Rebuilding and Legacy (2022–Present)

After seven long years, the Roxy Theatre finally reopened its doors in April 2022 – triumphantly returning “home” to 124th Street 2 7. The brand-new building, designed by Group2 Architecture, is a state-of-the-art multidisciplinary arts centre that still carries echoes of the original. It boasts two performance venues (a 200-seat main stage and an 80-seat black-box studio), a rehearsal hall, gallery space, and even a rooftop patio 5 8. Fittingly, the main stage has been named the Nancy Power Theatre after the patron who helped save the Roxy in 1989, and the studio space is the Lorne Cardinal Theatre, honoring a renowned Indigenous actor and his contributions to Edmonton’s theatre community 8. In design and spirit, the new Roxy pays homage to its past – from the restored ROXY vertical sign out front to subtle Art Deco-inspired touches in the lobby and auditorium that wink at the 1938 original 8. “It’s like a phoenix rising,” said one board member at the grand reopening, “something new that’s still grounded in what it was and what it can be” 8.

Today, the Roxy Theatre stands once again as the cultural heart of its neighborhood – a rare instance of a historic theater brought back to life. Its journey from a Depression-era movie house to a live theatre incubator, through near-destruction and back to vibrancy, is a testament to the value Edmontonians place on their arts and history. The Roxy’s stage is active with plays, festivals, and community events, continuing the legacy of artistic innovation that has defined this venue for generations. And as theatergoers young and old find their seats under the glow of the Roxy’s marquee, they become part of a story that began in 1938 and, thanks to dedication and community spirit, will continue long into the future 8.