By Parker Anderson
A Halloween treat from Sharlot Hall Museum.
Although the following story did not occur at Halloween time, this weekend seems an appropriate time to relay it! In 1933, Phoenix businessman Albert Stetson purchased the old Goldwater Store on the corner of Cortez and Union streets, across from the east entrance of the courthouse. He had major interior remodeling done and turned it into a movie theater to compete with the Elks Theatre two blocks away. In order to do this, master businessman Stetson orchestrated contests such as “bank nights” and other gimmicks to bring in the Prescott public. He named the new facility the “Studio Theater” after similar theaters he operated in Phoenix and Bisbee. He appeared to be trying to build a statewide chain of Studio Theaters.
In 1935, Universal Studios released the classic horror film, “Bride of Frankenstein,” the first sequel to “Frankenstein” released in 1931. Today, “Bride of Frankenstein” is regarded by movie buffs as one of the finest, if not THE finest horror film of the era. Virtually every scene has been imitated and parodied in lesser films in the ensuing decades.
“Bride of Frankenstein” was produced by Universal’s Carl Laemmle, directed by the inimitable James Whale and written by British playwright and screenwriter John L. Balderston whose work has become a bit neglected in recent years. It starred Boris Karloff in his signature role of the Frankenstein monster, Elsa Lanchester in the title role, Colin Clive, Ernest Thesiger, O. P. Heggie, Dwight Frye, Valerie Hobson - the future Mrs. John Profumo in the UK, Una O’Connor, E .E. Clive and a young, unbilled John Carradine. It opened to great acclaim around the world, though difficulties were encountered with many state, national and international censorship boards. The New York Post described it as “a grotesque, gruesome tale which, of its kind, is swell.”
It was a major release and, in Prescott, Albert Stetson smelled publicity. The movie was scheduled to open on June 23, 1935 at the Studio Theater. One week before the opening, Stetson started placing ads in the Courier seeking a young woman over 21 years of age who would be willing to sit in the theater ALONE at midnight and watch the film hours before it officially opened to the Prescott public. Stetson promised that if the young lady selected managed to stay until the end of the seventy-five minute film without fleeing the theater in terror, he would reward her with a $5.00 cash prize - a lot more money in 1935 than it is today!
Stetson’s ads contained phrases like “Ladies – which one of you would like to be Prescott’s Bride of Frankenstein? Have you lots of nerve?” Stetson warned that the woman selected could not bring an escort. He stated, “All lights will be out and you will be in the theatre all by yourself with Frankenstein.”
Of more than forty applicants, Albert Stetson selected Mrs. John Parsons, who lived at 141 South Alarcon Street for the honor. A first name is not available for her, as these were the days when all housewives were expected to use their husbands’ full name.
Just before midnight on June 22, Mrs. Parsons reported to the Studio Theater for the private screening. What was her reaction to the new horror film? The next day, she was quoted in the Courier: “I really was startled at times – more so when I became conscious of being alone – with nothing but empty seats for company. It was fascinating and I dared not take my eyes off the screen! I received the five dollars – but I would not sit alone through it again for twice that amount!”
And thus, that evening the citizens of Prescott rushed to see the now-classic “Bride of Frankenstein.”
Sharlot Hall Museum wishes everyone a safe and enjoyable Halloween 2011.