The Infamous Black Bird Southern Oregon History, Revised

The It Theater

Successor to the Ugo Theater.

Medford Mail Tribune, March 3, 1913

Medford Mail Tribune, March 5, 1913

    A mysterious advertiser, who cloaks his identity behind B. Klum, has got the town guessing on a mystic slogan which may mean much and again may be a joke. The town is plastered with the slogan "Go to It," and citizens are guessing. Every medium of advertising being used, billboards, slides in picture shows, newspapers. The first appearance of the slogan came a few days ago but recently the number of posters has increased until every highway and byway in the city shrieks out the admonishment to "Go to It." Klum refuses to give out any information.
    Citizens have guessed a number of things but don't know whether they are right or not. A preponderance of belief is given to the Commercial Club, with the armory bond election a close second. The best Klum will do is to say it will soon be a secret no longer.
Medford Mail Tribune, March 6, 1913, page 4

Medford Mail Tribune, March 8, 1913

Medford Mail Tribune, March 10, 1913

Medford Mail Tribune, April 4, 1913

    Tonight a modern Hercules. The vaudeville at the It Theater last night was applauded more than ever before, being in a class by itself, something doing all the time. Extra quality photoplays. "The Wreck," a three-reel Vitagraph special. "General Bunko's Victory," and "Piano Manufacturing."
"Local and Personal," Medford Mail Tribune, January 20, 1914, page 2

    The vaudeville at the It Theater has been canceled, being unsatisfactory.
"Local and Personal," Medford Mail Tribune, February 4, 1914, page 2

The It Theatre Starts.
    Today, matinee 2:15 p.m. and evening 7 p.m. with five cents for admission price, and a daily change of licensed photoplays. "Our Mutual Girl" (52-reel series), "The Mutual Weekly," and Keystone comedies, none better. A free ticket for 50 dead flies in envelope, caught with the swatter only for this week. Next Tuesday night Mr. Armstrong will lecture (with 3500 feet of film) about the Canadian Pacific railway, "The Way to a Home," Canadian resources etc.
Medford Mail Tribune, March 17, 1914, page 2

Medford Mail Tribune, December 30, 1914

"The Inside of the White Slave Traffic," May 10, 1915 Medford Mail Tribune
Medford Mail Tribune, May 10, 1915 

Below is the last ad the It Theater ever ran:

Medford Mail Tribune, June 5, 1915

    The It Theater, Medford, Ore., was sold recently by W. J. Albert to Kay & Cook. It will be operated hereafter under the name of the Empire. Mr. Cook was formerly a road man for the World Film Corporation, and Mr. Kay was formerly a resident of Anacortes, Wash.
"Oregon Notes," The Moving Picture World, August 28, 1915, page 1505

Last revised January 13, 2015