From Barren To Booming: The Legacy of the Ambler Theater

At the turn of the 21^st century, the economy of Ambler laid in shambles.

Now, just over a decade later, the town is back on its feet, and business is booming.

“Before all of this happened, you could have fired a cannon on a Friday night, and no one may have showed up,” said Mayor Charles ‘Bud’ Wahl, looking over the parking lot of the Ambler Savings Bank. “Now when the bank employees leave their reserved parking places, there is a car waiting to take their spot!”

After 30 years of lying vacant, the Ambler Theater reopened its doors in 2003, leading the way for the town’s revitalization. Since then, the Philadelphia suburb has become an entertainment hotspot.

“There is a direct correlation between the theater and state of the city,” said Wahl. “I don’t know how we would do it without the theater. It’s great.”

Located on Butler Pike in the heart of the borough, the Ambler Theater is hard to miss. With its 30-foot vertical neon sign towering above the Ambler skyline and its old-school marquee lighting up the sidewalk, the theater brings a sense of classic Hollywood glamour to the otherwise quaint suburban town.

“I really like the atmosphere of the theater,” said moviegoer Danielle Mitchell, 19, of Blue Bell. “I like the antiquity of it and how unique it is compared to other theaters.”

The theater regularly shows independent films and black-and-white classics on its three state-of-the-art screens. The building also hosts several themed parties, including the popular annual Academy Awards party.

Built in 1928, the Ambler Theater originally served as a venue for both motion pictures and vaudeville performances until Warner Bros. sold it in the early 1970s. At that point, the theater was operated sparingly as a Christian theater until being abandoned for the better part of the next three decades.

Purchased by the nonprofit Ambler Theater Inc. in 2001, the dilapidated theater’s return to prominence was far from a sure bet. Facing the challenges of a struggling Ambler economy and the dominance of high-tech multiplexes, raising money proved more difficult than investors previously thought.

“We thought it would take us six months,” said Ross Grieve, managing director of the Ambler Theater. “It took us four and a half years to get that money. Who knew the theater was a lock to be a success in a town that was dying?”

Despite the uncertainty, the Ambler landmark reopened on Feb 28, 2003, and by 2007, the Ambler Theater raised over $4 million. In 2009 alone, the theater brought in revenue of about $1.5 million and served about 125,000 customers.

The theater isn’t the only beneficiary of its success. Since the Ambler Theater’s reopening, the town’s economy has flourished.

Within the last decade, the theater's newfound popularity has spurred the establishment of new restaurants, shops and entertainment venues, including The Shanachie Irish Pub, Toto’s Gelateria Café and Act II Playhouse.

“Our mission is to serve as not only a nonprofit community theater that specializes in independent and classical films, but also to be a hub for the community,” said Grieve. “Without the community, we wouldn’t be here. The theater didn’t succeed, we all succeeded.”

Even though Ambler Theater Inc. is a nonprofit corporation, the theater charges admission for movie showings. According to Grieve, however, the revenue brought in from ticket sales is only sufficient to cover operating costs.

“Without being a nonprofit, there would be no way for us to raise money for things such as upgrades and renovations,” explained Grieve. “You can’t ask people for money as a for-profit company; nobody would donate.”

To continue renovations, the Ambler Theater thrives on private donations, sponsorships and advertising, as well as funding and grants from the borough, county and state.

Revenue generated by the theater also is put toward special community projects and events, such as annual festivals showcasing the talents of local high school and college students.

“I have noticed that small and local talents have been noticed and celebrated by this theater,” said Mitchell. “I know of several local and student filmmakers who have had their movies shown in the theater, and it was a great way to get the community involved and showcase the community's talents.”

Also available to be rented for private events, the Ambler Theater is often home to summer camp field trips and meetings for local businesses.