The Infamous Black Bird Southern Oregon History, Revised

The Ugo Theater

The Ugo changed its name to the It Theater in 1913.

The Ugo at 126 West Main. The theater's sign is barely visible behind "Teas and Coffee," at right.

Medford Mail Tribune, November 9, 1910. The earliest known Ugo ad.

Marjorie Mandeville and Capable Artists to Stage Beautiful Old Southern Play.
    Beginning Sunday night, November 27, the Marjorie Mandeville stock company will open a season's engagement at the Ugo Theater, presenting for the opening performance a beautiful story of life of a southern belle, entitled "A Southern Rose."
    Miss Mandeville is a most charming leading woman. Her work in "A Southern Rose" as "Roanoke" has won for her high praise in many of the leading cities of the West and Middle West. She has been connected with some of the best stock companies in the Pacific Northwest, playing the leading role for Mr. Baker of the Baker stock fame in Portland, while he was starring Billy Dills in "All the Comforts of Home."
    Miss Mandeville has surrounded herself with a capable company of eight people, among whom are Miss Jessie Terry, late character woman with the Baker stock company, Portland; Lynton Athey, also one of the old members of the same organization; Raymond Ripley, Jack Llewellyn, Jack Ownbey, Mornay Athey, Marion Adams, all prominent performers of the coast.
    The management of the Ugo wishes to announce that reserved seats will be on sale at the theater commencing Saturday at 10 o'clock. To those who wish to reserve seats for the season you may 'phone or call at the theater and pick them out and they will be put aside for you and held until 7:30 on the evening you wish to attend.
Medford Sun, November 25, 1910, page 4

    William Smith, stage manager of the Ugo Theater, sustained injuries to his hand Saturday afternoon which at first were believed to be of such a serious nature that amputation might have to be resorted to.
    While working about the stage of the theater Friday, his hand was scratched by a nail protruding from a box. He dressed it with bandages soaked in turpentine and yesterday while igniting a match accidentally set fire to it. His injuries were dressed by Dr. H. E. Porter.
    By a curious coincidence Smith, who is a veteran of the Anglo-Boer War, lost his wife just seven months ago, and a baby girl just seven weeks before the day upon which he was injured.
Medford Mail Tribune weekly, January 12, 1911, page 7

Medford Mail Tribune, February 1, 1911

L. C. Johnson Buys of W. C. Perkins--
Phenomenal Rise of House to Profit and Popularity
    The Ugo Theater, one of the leading playhouses of southern Oregon, has been sold to L. C. Johnson of Lead, South Dakota, the deal having been made through the Cornitius-Garner Realty Company. W. C. Perkins, the proprietor, retires Thursday and Mr. Johnson takes charge. The new proprietor has had experience along this line, comes highly recommended and will continue the popularity of the Ugo. Until Mr. Perkins took charge of the playhouse it had had hard sledding for some time and was not a paying investment. He remodeled the theater, put in new scenery, a new moving picture machine and otherwise improved the place. By his courteous treatment of the public and the splendid moving pictures, vaudeville and stock companies put on, Mr. Perkins built up a profitable business and one for which he found a ready sale. The many friends of Mr. Perkins will regret to learn that he will leave Medford. He will be a representative of a large eastern manufacturer.
Medford Sun, April 5, 1911, page 1

    The Ugo Theater reopened last evening as a picture show, and an exhibition that was a credit to Medford was given. The attendance was very large, showing that the public interest in the Ugo has not abated, even though the house was dark for a short time.
    The great feature was the singing of Miss Bors, a local vocalist of merit. There is no vaudeville performance with the show this time
Medford Sun, May 3, 1911, page 2

    The Ugo Theater is once more the property of Mr. Perkins, and will be reopened in the near future. It is one of the popular play houses of Medford, due principally to Mr. Perkins' management.
Medford Sun, May 7, 1911, page 7

Mandeville Company and Medford Band Draw Big Crowd--
House Is Thronged--Applause Frequent
    The return engagement of Miss Marjorie Mandeville and her company proved a great success at the Ugo last night. Their many friends made during their previous engagement of 10 nights at the Ugo last winter were eager to see them again and filled the lobby of the theater some time before the doors were opened. All seats were quickly sold.
    The Medford band gave an entertainment in front of the Ugo before the performance, the name of which was "The Light in the Window," a three-act comedy-drama. The play was enjoyed from the very beginning. When Miss Mandeville made her entrance heavy applause came from her many friends. The next entrance, by Jack Llewellyn, was given the same glad hand, and continued until each member, Miss Heimlich, Lynton Athey, Morney Athey, Jack Ownely, Leo Lindhard and Miss Howard, had made their appearances.
    Miss Howard is the new character woman and is well suited for the part.
    The company in general is well casted and should draw large audiences each night during their engagement of two and one-half weeks.
    There will be a change of program Sunday, when the company will present a four-act comedy drama entitled "Peaceful Valley." The program will be changed twice a week.
Medford Sun, May 12, 1911, page 1

Popular Amusement Man Will Go on the Road as Manufacturer's Agent
    Perry Terwilliger has purchased the Ugo Theater of W. C. Perkins and taken charge. Mr. Terwilliger has been on the coast for two years, likes Medford very much and will maintain the high standing of that popular amusement house, the success of which is due to Mr. Perkins, who has brought it out of the kinks twice. Mr. Perkins will take a vacation, after which he will go on the road as a manufacturer's agent.
Medford Sun, August 20, 1911, page 1

    Wanted--Amateur actors, singers, dancers, etc. Apply at once at the Ugo Theatre.
    The above ad in the classified columns tonight means that provided there is enough talent in Medford, an evening of rare fun is in store for the patrons of the Ugo. The little boy who can whistle like a bird, his older brother who can imitate a calf, a pig and a phonograph, and the girl who can out-dance Eva Tanguay are all expected to answer, and some real genius stands in line to be discovered. Once the word gets passed around, there will be excitement in amateur circles and the odor of burnt cork and greasepaint will arise from many quarters. Next to an Uncle Tom's Cabin company with three Topsys, nothing draws the crowds like an amateur night.
Medford Mail Tribune, October 31, 1911, page 6

Tracy Wellman, Star Theater, Astoria, Oregon 1912
 Star Theater, Astoria, Oregon 1912

    F. W. Porter has purchased the Ugo Theater of Perry Terwilliger and will open the place under the new management Thursday evening. Mr. Porter is connected with the Golden Rule Store and has been a resident of Medford a year. He has had experience in the motion picture business in Oklahoma and intends to make the Ugo one of the leading places of amusement in the city. The new manager has already contracted for licensed films, which include the famous Biograph, Vitagraph and Pathé Frère pictures. He will have good music, illustrated songs and four reels of film each night. The Ugo will be improved and will be kept open every night in the week.
Medford Mail Tribune, September 3, 1912, page 3

Ugo 1912-9-5MMT
Medford Mail Tribune, September 5, 1912

At the Ugo.
    At the Ugo Sunday night two big vaudeville acts will open for the week. Mock-Sad Alli, a magician and novelty worker, will head the bill, and Dorothy Wood and company in dramatic playlets will follow. In addition there will be the usual run of high-class licensed films. The vaudeville act will change each evening and the pictures four times a week. The titles of the pictures for tonight may be found in an ad on another page.
Medford Mail Tribune, October 12, 1912, page 5

    The hands of Father Time have dealt out a new deal in the fortunes of the Ugo Theatre, the pioneer photoplay house of Medford. One more change in management has come. This time Ross Kline and Harry H. Hicks of this city assume the direction of the little west side theatre.
    The new owners announce that they will put the theatre back on its original basis--a picture house, pure and simple. They will put on four changes a week, Sundays, Mondays, Wednesdays and Saturdays. They also plan to run matinees Saturday and Sunday afternoons only. Four snappy up-to-the-minute licensed films will be shown at each performance. Music that gets by [sic] will be provided.
    A number of changes in the playhouse are contemplated by the new management. This will be attended to as early as possible. They will assume control of the theatre Sunday.   
    The new management state that they will dispense with all cheap vaudeville and stock companies, believing that the public wants to see photoplays in a motion picture house, and not cheap acting.
Medford Mail Tribune, February 5, 1913, page 2

Medford Mail Tribune, February 5, 1913
Medford Mail Tribune, February 5, 1913

    Over 500 children of the city were the guests of one of their friends Monday afternoon at the Ugo Theater. The popular little west side theater was jammed, and at the close of the show each child was given candy in order to round out the day.
    The fact that the children did not know who their mysterious friend was did not detract from their enjoyment. The management refusing to state who it was, that being a part of their contract with him.
    The Ugo has been crowded during [omission] would say, "There is a reason."

Medford Mail Tribune, March 3, 1913, page 6

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 7, 1913

Medford Mail Tribune, March 8, 1913

Last revised January 3, 2016