"You Give Them The Right Product And They'll Go To See It" - Claude Richards

The Souris Cinema has been a staple of the community for many years. Claude Richards, owner and operator said the theatre has seen many changes since he first took it over in 1947.

Mr. Richards bought the cinema from Bruce Yeo who had operated both the theatre in Souris and one in Montague. At that time, cinemas were much more plentiful on the Island than they are today. Mr. Richards remembers a time when there were theatres in Souris, Montague, O'Leary, Crapaud, Kensington, Alberton, Murray River, two in Summerside and three in Charlottetown. Morell and St. Peters also played movies in the local Legions twice a week. Today, Souris Cinema is among the only three surviving theatres on P.E.I.

Mr. Richards cites the advent of television as a major factor in the decrease of Island theatres.

Television was first brought into the Souris area around 1954 and, by the late '50s, many Island cinemas were forced to shut down.

The Souris Cinema, however, has continued. Much of its success is owed to keeping up with technical improvements and showing the films the public wants to see.

"I've tried to keep it as up to date as possible," said Mr. Richards. "In 1956, Souris was one of the first theatres in the Maritimes to introduce Cinema Scope (wide screen) and I've renovated the building over the years - the theatre has been totally reseated, a new front lobby was put on, and the lobby has been redecorated."

The theatre's efforts to keep pleasing the public have allowed Souris the enjoyment of being the smallest town east of Montreal to have a four-wall theatre in operation. Mr. Richards said the business has been very rewarding.

"People like to go to the movies in Souris. They always have. They always will."

When asked what were some of the most popular movies shown in the Souris Cinema, Mr. Richards cites "Johnny Belinda" as one of the biggest hits. "Just Jessie", the movie which was filmed in Souris with a number of locals such as Edgar Rose performing as extras, was shown exclusively in Souris to a very full house. Among Mr.Richards' own personal favourites are "The Quiet Man" and "The Sound of Music".

"There have been definite trends in what types of movies are popular ," said Mr . Richards. Westerns were the most popular a number of years ago, comedies came next, and currently action/adventure films seem to draw the biggest crowds.

Mr. Richards looks forward to a bright future for cinemas. "People love movies," he said. "You give them the right product and they'll go to see it.!'

Copyright
Waldron H. Leard