U-GO Theatre (Medford)

U-Go Theatre

(Later known as the IT Theatre, then the Empire Theatre)

November 1910-March 1913

126 W Main St

 


Owners/managers: W.C. Perkins, sold to L.C. Johnson of Lead, South Dakota in April of 1911 upon Perkins’ retirement. As of February 9, 1913, Ross Kline and Harry H. Hicks became the sole owners of the theatre.

Programming notes: During the week of February 28, 1913, “a citizen of Medford, who does not wish his identity disclosed” bought out the entire Saturday matinee show so that children under 15 could see the 2-reel show for free.

When Ross Kline and Harry H. Hicks became the sole owners of the theatre on February 9, 1913, they claimed in a newspaper ad that “It will be our policy to run nothing but first run licensed films, four changes a week, four reels at each performance, and nothing but the best films in the moving picture world. Our pledge to the public: ‘No phony actors or actorines will get by’.”

Promotional strategies notes: In a unique promotional advertisement appearing in the Medford Mail Tribune, the U-Go Theatre management writes, “WATCH YOUR TICKET NUMBERS. Every number ending with O, entitles you to a free ticket to a later performance. Get the tenth ticket and draw a free one.”

Sample news clips, advertisements

The September 25, 1912 edition of the Medford Mail Tribune included an article describing how Spanos, a man suspected of robbery and murder, claimed he was seeing a film at the U-Go Theatre as his alibi. He was unable to describe any program shown that day, nor name anybody else in the audience that he knew.
The new owners make a pledge to theatre goers, published in the February 5, 1913 edition of the Medford Mail Tribune.
Sometimes stylized as the Ugo Theatre, the U-Go was sold to L.C. Johnson of South Dakota in April 1911. The Medford Mail Tribune wrote about the sale in the April 6, 1911 edition of the newspaper.
The February 28, 1913 edition of the Medford Mail Tribune advertises that an anonymous individual purchased the entire U-Go Theatre for children to see a show for free.
A sample programming advertisement from the February 8, 1912 edition of the Medford Mail Tribune.
This clip from the June 4, 1911 edition of the Medford Mail Tribune demonstrates the kind of special events that occurred at the theatre. The article reads, “Miss Bertha Bradenburg entertained the Question club Thursday evening [sic.] with a six-course dinner, after which the party attending the U-go theatre.”

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

An advertisement promoting potential free tickets to future programming, placed in the February 8, 1913 edition of the Medford Mail Tribune.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The U-Go Theatre frequently advertised themselves as a “High-Class” form of entertainment.

 

 

 

 

 

 

 

 

 

 

 

Citations

Medford Mail Tribune [Medford, Oregon] December 20, 1910. Published: Print.
Medford Mail Tribune [Medford, Oregon] April 6, 1911. p 3. Published: Print.
Medford Mail Tribune [Medford, Oregon] June 4, 1911. p 9. Published: Print.
Medford Mail Tribune
 [Medford, Oregon] February 8, 1912. p 3. Published: Print.
Medford Mail Tribune [Medford, Oregon] September 25, 1912. p 1. Published: Print.
Medford Mail Tribune [Medford, Oregon] February 5, 1913. p 3. Published: Print.
Medford Mail Tribune [Medford, Oregon] February 8, 1913. p 6. Published: Print.
Medford Mail Tribune [Medford, Oregon] February 28, 1913. p 6. Published: Print.