On August 29, 1930, the Holly Theatre first opened its doors to the public. Construction had begun on the Holly just weeks following the stock market crash and yet the Holly was one of the most ornate and luxurious buildings in the town when it opened to great acclaim.
But in the late 1970's and early 1980's, changes in the movie industry spelled doom for nearly every single-screen movie theater in the country and the Holly closed its doors in 1986. Remodeled many times and falling into disrepair, the Holly languished for decades. But restauranteur and businessman, Art Alfinito, wasn't going to allow the once magnificent Holly to be torn down. He purchased the building hoping to be able to restore and reopen it. During his ownership, the theater was placed on the National Register of Historic Places.
In 2011, the JPR Foundation purchased the theater and with support from the Medford Urban Renewal Agency, immediately embarked on the task of restoring the exterior of the building, which won the city of Medford Landmarks Commission's 2013 Historic Preservation Award.
The Holly Theatre is slated to finish permanent restoration of the facility in 2017.