It’s a Major attraction.

Launched May 1, 1996, Propel Group is known as the shop who offices in the “movie theater” (formerly known as the Major Theatre in east Dallas). Our offices are an open concept, which encourages and promotes strong collaboration. Not to mention we probably have the largest big screen TV (measuring one wall). Well, perhaps with the exception of Cowboy Stadium, Victory Park or Dallas Mavericks—though we’ll settle for the #4 spot. However, our big screen also comes with free popcorn and free parking. Beat that, Mr. Jones, Mr. Perot and Mr. Cuban!

Consider Propel your creative marketing launch pad—as well as an enjoyable place for some good times.

Major Theatre History

1947

Major Theatre opened

Theatre was built by Phil Isley and was given the name “The Major.” Phil Isley had a daughter named Phyllis Isley who performed in a few B-rated movies in “The Major,” caught the eye of a producer and moved to 20th Century Fox. She later won an Academy Award for Best Actress in “Song of Bernadette” where she used the screen name, Jennifer Jones.

1963

Major Theatre was closed

The theatre closed its doors because of failing operations.

1964

Major Theatre was sold and new management took over operations

The theatre was sold to the Ramon Garcia Lence family, who emigrated to the United States from Cuba and invested in real estate. They operated the Casa View and Arapaho drive-in theatres and the REX Cinema (formerly Rosewin) in Oak Cliff, as well as, the Major Theatre. Under this new management the operations were taken over and the theatre was reopened.

1966

Major Theatre changed to the “Lido” adult theatre

Lack of profits encouraged management to reintroduce the theatre under a new name and type of viewing entertainment-the “Lido” Theatre-for adult movie “porn.” The interior was modified to accommodate private viewing rooms. The operators who leased the theatre at this time let it fall into shambles.

1989

Major Theatre was closed

Theatre closed because of drug ridden operations and dilapidated facility. New business codes making it illegal for adult oriented businesses to be within 1,000 ft of a city park were established while at the same time a city park is added across the street from the theatre.

1990

Major Theatre was reopened after extensive remodeling

Ramon Garcia Lence, owner, re-obtained management of the theatre from the Lido operators who let the theatre fall into miserable disrepair, did extensive remodeling and tried to keep the theatre alive by showing art foreign classics in a vintage style theatre.

1991

Theatre was closed

Failure to get interested audiences into the theatre and a need for the owner to be in Redondo Beach, California, to tend to his other theatres caused it to close once again.

1992-98

Theatre attempted revival

Assorted films were tried, including Dallas’ first-ever showing of Alfred Hitchcock’s, “Dial M for Murder” shown in 3-D. It became home for live entertainment rock-and-roll bands, and then graffiti found its way to the exterior furthering its lack of appeal. Then only ghosts of its past inhabited these quarters until the summer of 1998.

1998

Propel Group, Inc. purchased the Major Theatre

Dallas graphic design firm saw an opportunity in economic growth, property values and location, and through creative inspiration (and much hard work) converted the theatre to offices for its company and other potential tenants. This revitalization effort was to be a source for creative inspiration for Propel’s staff, resources, its products and services, its clients, as well as the surrounding neighborhood.