Naro Theater (1936-Present)

Kevin Geisert, SMC Research Librarian, September 2024

The Naro Theater, known officially as Naro Expanded Cinema, is located at 1507 Colley Avenue in the Ghent section of Norfolk, Virginia.[1] Entrepreneur and Portsmouth native William S. Wilder already owned a series of local theaters when he decided to bring a modern movie house to suburban Norfolk. Originally established as the Colley Theatre in 1936, his new business proved to be a profitable one. This historic venue has remained in almost continuous operation ever since.[2]

Designed in the Art Deco style, Colley Theatre cost $75,000 to build. Providing moviegoers with a more intimate setting than they would find at larger auditoriums, the new theater maintained just one screen while still equipped with modern features. Seating capacity in the auditorium was set for five hundred customers. Colley Theatre made its debut on Monday, February 24, 1936. A long line of spectators gathered for the Grand Opening, which included an impressive ceremony and radio broadcast on site. For those in attendance, they got to see a movie adaptation of “A Midsummer Night’s Dream” by William Shakespeare. Performances from renowned actors James Cagney and Olivia de Havilland delighted the crowd. Colley Theatre became a popular attraction in Ghent during the coming years.[3]

Following Wilder’s untimely death in 1946, his wife Myde Wilder worked with Robert Morgan and Sidney Bowden to manage the business. This collaboration lasted for about two decades. A new era then began when Robert Levine bought it in the 1960s. Wanting to establish his own legacy, Levine honored parents Nathan and Rose by rechristening the theater “Naro,” which remains a popular name in Norfolk cinema today. By decade’s end, the business began to suffer from the sudden proliferation of large multiplex movie theaters. When Levine could no longer pay his creditors, the Stein family stepped up and took possession of Naro. During the 1970s, a troupe known as Actors’ Theatre put on stage shows for a reasonable admission price of $3.50. When schedule permitted, Naro also showed foreign flicks and other classic movies.[4]

The current iteration of Naro that residents know and love today began with an idea. Thom Vourlas and Tench Phillips III, two innovative movie aficionados, took an interest in refurbishing the theater and establishing their own unique format. They officially reopened Naro Expanded Cinema on Wednesday, September 7, 1977 to great fanfare in Ghent. For their very first movie, the duo chose “The Godfather: Part I and II,” which played for about a week. Still with just one screen, Naro switched films multiple times every week to give customers access to a wide selection of movies. Most shows, as is still the case today, consisted of classic foreign films and prominent newer theatrical releases. A local fan favorite “The Rocky Horror Picture Show” made its debut in 1978 and continues to be shown on several Friday nights throughout the year. Vourlas and Phillips began distributing a monthly flyer with the schedule so people would know what upcoming movies are coming to Naro in advance. This flyer was a very familiar sight to Ghent residents for many years. The theater also expanded its concession items to include pastries and pretzels. Since opening in 1977, Naro has attracted movie fans from across the Tidewater area. Surviving the COVID-19 pandemic was a challenge for most businesses. The situation was no different for Naro, but with widespread community support it endured and is now thriving again. Clever revenue-generating schemes, such as renting the outside board for private messages, kept some money flowing into its coffers during those trying months. After nearly eighty years, Naro remains a popular destination in Ghent.[5]

Sources:

1. 1939 Norfolk City Directory (Norfolk, Virginia), p. 124;

1971 Norfolk City Directory (Norfolk, Virginia), p. 424;

2022 Norfolk City Directory (Norfolk, Virginia), p. 385.

2. “New Colley Theatre Will Have Premiere Tomorrow Night With ‘A Midsummer Night’s Dream’ As Feature Offering,”

The Virginian-Pilot (Norfolk, Virginia), February 23, 1936, pt. 5 p. 1-2;

“Naro Cinema in Norfolk, Virginia,” Naro Expanded Cinema-About the Naro, accessed September 5, 2024.

About the Naro | Naro Expanded Cinema (narocinema.com);

Jasmine Rodriguez, “Naro-ly Avoiding Shutdown, Norfolk’s Favorite Cinema Gears up for Another Comeback,” Currents,

accessed September 4, 2024. Naro-ly Avoiding Shutdown, Norfolk's Favorite Cinema Gears Up For Another Comeback - NFKVA;

Scott McCaskey, “The Venerable Naro, Born as Colley Theatre, now 60,” The Virginian-Pilot (Norfolk, Virginia),

February 22, 1996, Compass p. 5.

3. Naro Expanded Cinema-About the Naro;

The Virginian-Pilot, February 23, 1936, pt. 5 p. 1-2;McCaskey, Compass p. 5;

“Colley Theatre Opening Draws Large Audience,” The Virginian-Pilot (Norfolk, Virginia), February 25, 1936, p. 7.

4. Naro Expanded Cinema-About the Naro;

McCaskey, Compass, p. 5;

Rachael Peart, “INSIDE ACCESS: A Closer Look at the Naro Expanded Cinema in Norfolk,” 13 News Now,

accessed September 13, 2024.

INSIDE ACCESS: A closer look at the Naro Expanded Cinema in Norfolk | 13newsnow.com;

Cindy Amorese, “Old Theater Gets Face-Lift, Fresh Cast,” The Virginian-Pilot (Norfolk, Virginia), September 21, 1975, p. B3;

Mal Vincent, “Ghent Landmark Celebrates Its Silver Screen Anniversary,” The Virginian-Pilot (Norfolk, Virginia),

September 4, 2002, p. E1 and E7.

5. Naro Expanded Cinema-About the Naro;

“Second-run Movies Give Naro Another Chance,” The Virginian-Pilot (Norfolk, Virginia), September 9, 1977, Compass p. 1-2;

“2 Making a Go of Ghent Cinema,” The Virginian-Pilot (Norfolk, Virginia), November 20, 1977, p. D1;

Tim Morton, “A New Life for the Old Naro,” The Virginian-Pilot (Norfolk, Virginia), August 7, 1977, p. F5;

Paul Clancy, “At 75, Naro is Still Ghent’s Marquee Gathering Spot," The Virginian-Pilot (Norfolk, Virginia),

February 27, 2011, Hampton Roads p. 3;

The Naro Expanded Cinema,” Visit Norfolk, accessed September 18, 2024. The Naro Expanded Cinema - VisitNorfolk;

Tench Phillips, “At Long Last, Naro Reopens!” Naro Expanded Cinema, accessed September 19, 2024.

At Long Last, Naro Reopens! | Naro Expanded Cinema (narocinema.com).

Name (Original): The Colley Theatre

Name (Also Known As): Naro Theater, Naro, Naro Expanded Cinema

Address: 1507 Colley Avenue

Norfolk, Virginia

23517

Name of Founder(s): William S. Wilder

Date of Founded: February 24, 1936 (Opened to Public)

Type of Entity: Movie Theater

Major Keywords/Search Terms: Naro Theater| Colley Theatre| Wilder, William S.|

Sources:

1) Primary Sources:

1. Books and Pamphlets:

City Directories (Selected):

▪ 1939 Norfolk City Directory (Norfolk, Virginia), p. 124.

▪ 1971 Norfolk City Directory (Norfolk, Virginia), p. 424.

▪ 2022 Norfolk City Directory (Norfolk, Virginia), p. 385.

2. Documents/Collections:

▪ Sargeant Memorial Collection Norfolk Ephemera Collection, 1682-2016, MSS 0000-NEC, Box 46, Folder 8.

Search Results for ""naro"" | Sargeant Memorial Collection (libraryhost.com).

3. Newspapers/Magazines/Journals (Selected):

1936

▪ “New Colley Theatre Will Have Premiere Tomorrow Night With ‘A Midsummer Night’s Dream’ As Feature Offering.”

The Virginian-Pilot (Norfolk, Virginia), February 23, 1936, pt. 5, p. 1-2.

▪ “Colley Theatre Opening Draws Large Audience.” The Virginian-Pilot (Norfolk, Virginia), February 25, 1936, p. 7.

1975

▪ Amorese, Cindy. “Old Theater Gets Face-Lift, Fresh Cast. The Virginian-Pilot (Norfolk, Virginia), September 21, 1975, p. B3.

1977

▪ Morton, Tim. “A New Life for the Old Naro.” The Virginian-Pilot (Norfolk, Virginia), August 7, 1977, p. F5.

▪ “Second-run Movies Give Naro Another Chance.” The Virginian-Pilot (Norfolk, Virginia), September 9, 1977, Compass p. 1-2.

▪ “2 Making a Go of Ghent Cinema.” The Virginian-Pilot (Norfolk, Virginia), November 20, 1977, p. D1.

1978

▪ Ruehlmann, William. “Naro: A Lark That Sings of Success.” Norfolk Ledger-Star (Norfolk, Virginia), October 12, 1978, p. C1 and C9.

1979

▪ Annas, Teresa. “New Uses for Old Movie Houses.” Tidewater Virginian, April 1979, p. 53.

1980

▪ Daniel, Pam. “NARO.” Metro Hampton Roads, August 1980, p. 33-34 and 70.

1986

▪ Silverman, Joel. “Art Films Keep Naro Alive and Thriving at 50.” The Virginian-Pilot (Norfolk, Virginia), Compass p. 1 and 3.

1996

▪ McCaskey, Scott. “The Venerable Naro, Born as Colley Theatre, now 60.” The Virginian-Pilot (Norfolk, Virginia),

February 22, 1996, Compass p. 5.

2001

▪ Kruse, Meredith. “Norfolk OKs Naro Grant.” The Virginian-Pilot (Norfolk, Virginia), May 9, 2001, p. D1-D2.

2002

▪ Vincent, Mal. “Ghent Landmark Celebrates Its Silver Screen Anniversary.” The Virginian-Pilot (Norfolk, Virginia),

September 4, 2002, p. E1 and E7.

2011

▪ Clancy, Paul. “At 75, Naro is Still Ghent’s Marquee Gathering Spot.” The Virginian-Pilot (Norfolk, Virginia), Hampton Roads p. 3.

4. Photographs/Images:

▪ Folders: “Colley Avenue I-Colley Avenue II.” Naro Theater. Carroll Walker Photograph Collection, MSS 0000-243,

Sargeant Memorial Collection, Norfolk Public Library, Norfolk, Virginia.

▪ Folders: “Colley Avenue I.” Naro Theater. Sargeant Memorial Collection Main Photograph Collection, MSS 0000-MPC,

Sargeant Memorial Collection, Norfolk Public Library, Norfolk, Virginia.

2) Secondary Sources:

1. Newspapers/Magazines/Journals (Selected):

1996

▪ McCaskey, Scott. “The Venerable Naro, Born as Colley Theatre, now 60.” The Virginian-Pilot (Norfolk, Virginia),

February 22, 1996, Compass p. 5.

2002

▪ Vincent, Mal. “Ghent Landmark Celebrates Its Silver Screen Anniversary." The Virginian-Pilot (Norfolk, Virginia),

September 4, 2002, p. E1 and E7.

2011

▪ Clancy, Paul. “At 75, Naro is Still Ghent’s Marquee Gathering Spot." The Virginian-Pilot (Norfolk, Virginia), Hampton Roads p. 3.

2. Websites:

▪ Ernsberger, Richard, Jr. “Art House Cinema: It’s Not Mainstream, but It’s Good.” Accessed September 5, 2024.

Art House Cinema: It's Not Mainstream, But It's Good | Virginia Living.

▪ Naro Expanded Cinema-About the Naro. “Naro Cinema in Norfolk, Virginia.” Accessed September 5, 2024.

About the Naro | Naro Expanded Cinema (narocinema.com).

▪ Peart, Rachael. 13 News Now. “INSIDE ACCESS: A Closer Look at the Naro Expanded Cinema in Norfolk.”

Accessed September 13, 2024. INSIDE ACCESS: A closer look at the Naro Expanded Cinema in Norfolk | 13newsnow.com.

▪ Phillips, Tench. Naro Expanded Cinema. “At Long Last, Naro Reopens!” Accessed September 19, 2024.

At Long Last, Naro Reopens! | Naro Expanded Cinema (narocinema.com).

▪ Phillips, Tench. Naro Expanded Cinema. “The Naro Celebrates Forty Years of Expanded Cinema.” Accessed September 5, 2024.

The Naro Celebrates Forty Years of Expanded Cinema | Naro Expanded Cinema (narocinema.com).

▪ Rodriguez, Jasmine. Currents. “Naro-ly Avoiding Shutdown, Norfolk’s Favorite Cinema Gears up for Another Comeback.”

Accessed September 4, 2024. Naro-ly Avoiding Shutdown, Norfolk's Favorite Cinema Gears Up For Another Comeback - NFKVA.

▪ Visit Norfolk. “The Naro Expanded Cinema.” Accessed September 18, 2024. The Naro Expanded Cinema - VisitNorfolk.

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