Dial for Money sign found in local theater being revitalized

by DepotMuseumMaiden

I have taken over as director of a local history museum and as the local downtown coordinator. As part of my job as downtown coordinator I am in charge of the revitalization of an old theatre. Originally, back in the early 1900s this theatre was an opera house, it was built for entertainment for railway passengers (our town was a major stop to nearly anywhere in the days of rail travel), after that, in the 1940s, it was converted into a theatre. this lasted about 30 years before the theatre was closed as well. During earlier visits to the abandoned theatre other people have found interesting things. Old popcorn boxes, movie reels, etc. One thing was found on the wall. It is a sign that says "dial for money" and that is all. There is nothing in the area that it was found that eluded to anything about the meaning of the sign. I have tried googling it and scouring the internet but have come up empty handed in my search. I am very interested if anyone knows what this sign means. I also have a picture of it but could not figure out how to upload it. Thank you in advance.

hcahc

I ran a quick search of Google news, which has an archive of old papers. Here's a newspaper ad from 1967, advertising quick personal loans with the slogan "Dial for money." There a over a dozen of these ads from the Milwaukee Journal, all from 1967, so there was probably a local company giving out these loans.

There's also this ad from a Lakeland, FL paper using the slogan to hire telemarketers.

Edited because I misread the timeline: A personal loan company would make a great deal of sense in a train station, but I haven't seen any instance of either ad before 1967, and it looks like your building was turned into a theater in the 40s. The loan angle is still perfectly plausible in a theater - certainly more so than a hiring ad for telemarketers. The location of your theater will also help you determine which is more likely.

itsallfolklore

For a general treatment - and a way to interpret an old theater - you might want to consider Piper's Opera House in Virginia City, Nevada. I have a chapter on this building, its architecture, and the archaeology conducted there in my book Virginia City: Secrets of a Western Past. Resources include archaeology beneath the main auditorium, playbills pasted in layers on the walls and ceilings, and many boxes full of stuff that fell out of the balcony, having been swept between the floorboards only to be emancipated decades later when we restored the balcony. Interpreting and understanding this sort of thing requires some intellectual gymnastics, but it can be a fun process.

Piper's - like your opera house - served many masters. Many nineteenth-century theaters were called opera houses, but they featured a wide range of performances. Piper's became a movie theater (and a roller rink!). It now serves as a large auditorium, a theater, and a museum. My office - the SHPO - provided roughly $4 mil for its restoration, and it could use another $10 mil.

If you believe my chapter on Piper's would be of use to you, pm me with your email and I'll send you a PDF of the draft chapter. Let me know if I can help in any way with your project. Break a leg!