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The 1,040-seat Paramount Theater in downtown Charlottesville, Virginia, one of a handful of landmark, early 20th century  “movie palaces” remaining in the Mid-Atlantic/Southeast region, has signed a day-to-day operations agreement with SMG. The world-wide management company, which has already earned a positive reputation in this Old Dominion city with its management of the John Paul Jones Arena, will also take over marketing for the facility to booking agents, promoters, outside renters and local organizations with the intent of increasing occupancy.

"After more than four months of working with SMG at The Paramount under an interim consulting agreement, we feel that this is a very good fit,” said Jay Ferguson, Chair, Board of Directors, The Paramount Theater of Charlottesville, Inc. “We hope that our patrons, supporting members, dedicated volunteers, program sponsors and rental clients will be pleased with the service enhancements that SMG will bring to The Paramount.”

According to Wes Westley, President/CEO of SMG, the company’s established reputation of managing entertainment venues in Charlottesville was the main impetus behind the new contract. “We began serving the people of Charlottesville when we assumed management responsibilities of the University of Virginia’s John Paul Jones Arena,” said Westley.  “Our goal at The Paramount Theater is the same now as it was, and is at The University of Virginia; to provide the people of Charlottesville with a first-class facility, with first-class entertainment, while operating the theater in this case, in accordance with the best practices in the theater industry.”

The Paramount Theater, which has an extenssinve subscription and membership program, will continue its annual “Paramount Presents,” a season of high-quality live performances and educational events, to support regular use of the theater by local nonprofit groups. In addition to live stage performances, The Paramount has recently initiated the first of eleven Metropolitan Opera: Live in High Definition performances for the 2008-09 season, the only historic theater in Virginia presenting these broadcasts.

Created by the architects of The Paramount-Publix chain and its flagship theater in New York City’s Times Square, Charlottesville’s Paramount was part of the golden age of cinema. The venue features a Greek Revival-influenced façade—a popular design motif of the era in which was built—but other architectural aspects, such as its octagonal auditorium chamber, delicate detailing, and neoclassical grandeur, can be traced back to Charlottesville’s most famous son, Thomas Jefferson, a well-known amateur architect. The theater opened on Thanksgiving 1931, an operated mainly as a grand movie palace until 974 when its doors closed for good.

In 1992, the non-profit Paramount Theater, Inc. purchased the building, launched its initial project, restoring the Main Street marquee. Eventually, a $16.2 million a comprehensive restoration project was undertaken, which both restored the theater but transformed it into a performing arts venue, including a modified fly loft, backstage areas, orchestra pit, and a three-story annex building with computerized box office, ballroom and meeting spaces, and a community rehearsal room. The Paramount Theater opened its doors to the public once more on December 15, 2004—more than 30 years after going dark. “We are pleased to have the opportunity to manage such a historic theater like The Paramount Theater,” said Westley.

Although rich with history, the new contract with SMG indicates an even brighter future. “We look forward to working with SMG to maximize The Paramount Theater’s exciting potential in every aspect of its operations,” added Ferguson.