Art Deco Inspiration to "Modernize Main Street"

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In the summer of 1935, with the Great Depression taking its toll on American business and society, President Roosevelt signed a bill that led to the creation of the "Modernize Main Street" campaign. This provided banks and other lenders with a government guarantee against low-cost loans of up to $50,000 for shops and businesses to remodel. At its heart, the campaign promoted the idea that increased profits could be obtained by "intelligent renovation". Signs were among the list of eligible investments.

Chicago's Adelphi theatre was used to promote the "Modernize Main Street" campaign. This piece in the Motion Picture Herald, 29 June 1935.