Caged monkeys and baby beauty shows were some of the drawcards used by the Victoria Theatre's first owner, American entrepreneur John L. Benwell.
Nearly a century later, the Devonport theatre's survival depends on reviving those days of astute showmanship and variety.
The town once supported two cinemas, until the rise of television.
Kerridge Odeon owned the Victoria for 40 years until 1988 and then came a succession of owners - and attempts to revive its fortunes with movies and bars.
Apartment building plans for the prime site in the main shopping street were howled down by residents.
The 1912 building was gutted for an art deco makeover in 1929 and its lofty street facade and glazed grin of leadlight doors are regarded as an old, familiar face and as Devonport as ferries and fish 'n' chips.
A trust is now trying to persuade the North Shore City Council to secure the hardly-used building's future by buying it and its site.
Victoria Theatre Trust says it will raise funds to pay for restoring the theatre and will operate it.
The trust approached Dave McAlpine of Kea Property Group for the option to buy the land and building for $1.55 million.
It has now transferred that option to the council.
On Wednesday, the council voted 8-7 to seek public views on buying the theatre as a heritage building.
A councillor from Devonport, Andrew Eaglen, said the council was looking for a clear proposal from the trust on restoring and using the theatre - without further calls on the council coffers.
A conservation plan, which will protect heritage features, and a concept plan for how the building will be altered and operated, are being commissioned by the trust, said its chairman, Sarah Burren.
She is from the Real Theatre Company, which is riding the wave of renewed interest in New Zealand theatre.
Its recent offering, the Genie of the Lamp, was held in the North Head Tunnels at Devonport.
"The timing is perfect for reviving the oldest purpose-built cinema still operating in the Southern Hemisphere," said Ms Burren.
"People won't come to it as is, but we think it could be revamped into an ideal and self-supporting venue for multi performing arts, theatre and cinema."
A survey pointed to a potential demand from arts groups for a venue of 300 to 400 seats, compared with the Bruce Mason Centre in Takapuna, which has 1100 seats and may be boosted to 2000 seats.
"We have a fundraising campaign ready to go once we know whether the council will buy the land and buildings," said Ms Burren.
Fundraising success would dictate the extent of the refurbishment, which will be staggered and well below the initial proposal for a "top-shelf" job that would cost $5.5 million.
If the council buys the theatre, it will pick up a Devonport Community Board offer of $479,000 from an endowment fund for community projects. The rest would be borrowed.
VICTORIA THEATRE
Built in brick 1912.
Art deco makeover 1929.
Cinema closed 2003 and bought by Kea Property Group.
Victoria Theatre Trust wants North Shore City Council to buy building for $1.55 million while trust raises money for renovations.
Council will seek public views.
Council consults over historic theatre
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