The Celluloid Classroom

A decade after the trauma of the ’60s, Oxford was a laid-back, picturesque Southern academic backwater, full of good people with great ideas. The art scene was strong, and the town was full of bright, ambitious young businessmen. Oxford’s flowering of culture in the ’80s was seeded in that time. Those years were halcyon years for me, as they were for many other people, and the Hoka was very much a part of it for us all.

The Hoka from the southwest, late 70s. The mural of the dancers was painted by Jere Allen. Photo by Douglass Boyles.

Ron Shapiro opened the Hoka in 1974. The theatre was located across a parking lot from the Gin, one of the first restaurant and bar to open in Oxford after Lafayette County voted “wet”. The theatre was set up in a long, corrugated building with a walkway that extended perhaps 2/3 its length on the west to street level north. A single door was at that end; midway was a short-roofed porch with a paned double doorway. To the left of those doors was the Hoka logo, a winged Chickasaw princess. The auditorium seated perhaps 150-200 people, though our audiences were usually much smaller. The projection booth was up a short flight of stairs from a tiny untidy office, and the concession stand sold candy, popcorn and soft drinks. We sold tickets from a roll atop what looked like a rough-hewn pulpit at the top of the sloping concrete floor.  Inside the projection booth was a table for processing incoming film–checking it for tears, bad splices, twists, or crimps–and the projectors were twin 1936 carbon arc machines, which took a lot of practice with a complex procedure involving levers and foot pedals to switch from one reel to the other. A typical film might be on five or six reels.

Ron and me at the drive-in, summer of 1978.

I began working at the Hoka in 1977. Typically, in the early days, we’d have two showings, an early movie that started around 6 or 7, and a later feature beginning at 8 or 9, depending on the duration of the first. Later we started showing X-rated flicks at midnight, which caused quite a stir at the time, but were very popular and, of course, profitable. Films were rented for three to four days, shipped in bulky hexagonal aluminum containers holding anywhere from one to three reels of 35mm film. Most often they were shipped by bus, and we’d pick them up at the Greyhound station on the corner of 10th and Van Buren, but at times we’d drive to Memphis. Once in the theater, the film had to be checked for tears, mended if needed, and then loaded on our projector reels. Ron was a good boss; pay could be erratic, but if I needed money, he’d give me enough to get what I needed or do what I wanted.

Photo of the Hoka from the southeast, likely early 80s.

Ron also taught me a lot, and I do mean a lot, about movies. At that time, in that part of the world, movies were still considered by most people to be nothing more than entertainment, but for Ron, as they were for many others like him who operated small independent “art cinemas” across the country, cinema was the leading form of art in the 20th century.  When we first showed The Rocky Horror Picture Show, the audience–and the projectionists, I might add–stared open-mouthed at the screen, and when the audience began throwing rice at the wedding, hollering phrases at the screen and doing the Time Warp, we just eventually joined in the fun. Ron also showed a lot of great movies by cutting-edge artists like John Waters, Russ Meyers and William Castle. Several years later, Betty Blair Allen opened the Moonlight Café in the Hoka, and it became a very special sort of place for dinner and a movie.

At a time when film was just coming into its own as an academic medium, Shapiro introduced generations of Ole Miss students to the works of Fellini, Wilder, Woody Allen, Capra, and Chaplain, to name a few, and brought to light (literally) unknown images: Dietrich in The Blue Angel, Lang’s electric automaton in Metropolis, a leather-clad Brando leaning on a jukebox in The Wild One. For me, this is the essence of Ron Shapiro’s legacy: the Hoka brought film as an art form to Mississippi.

Cheesecake at the Hoka

Ron Shapiro opened the Hoka in Oxford in 1974 as a movie theater. He showed much of what passed as “art cinema”, but included an eclectic blend of old “B” movies, and selections from cutting-edge favorites such as Russ Meyers and John Waters. Sometime around 1978, Ron went into partnership with Betty Blair, a beautiful lady from the Delta, and together they opened up the Moonlight Café in the theater. A dining area was constructed, the plumbing was re-done and kitchen equipment and a storage room was installed. The Moonlight served sandwiches, salads and desserts, and in a short time it became a very popular night spot in Oxford.

One of the signature desserts was a New York-style cheesecake that came to the Moonlight via two sisters, Marla and Lee Ann Frear, who hailed from Delaware. Both Marla and Lee Ann were big, buxom blondes. I vividly remember seeing them at a Halloween party costumed as Siamese twins, resembling nothing less than a battleship in full steam as their huge boobs plowed a wake through the crowd. They got the recipe from their mother, who was a caterer in Dover, and sold the cakes to the Moonlight to abet their college allowances. After they graduated, they gave the recipe to Gene Duncan, who gave it to me some thirty years ago. It’s a simple concoction, but you must take care to pack the crust evenly or it will singe on the outside and be soggy in the middle

Hoka Cheesecake

Filling: ¾ cup sugar, 3 large eggs, 2 teaspoons vanilla, 24 oz. cream cheese, room temperature, 1 stick melted butter. Beat eggs, add sugar and mix well at medium speed, then add cream cheese and melted butter.
Crust: 1 box Nabisco graham cracker crumbs, 1 ½ cup sugar, 1 ½ stick melted butter.
Topping: 1 pint sour cream, room temperature, 1 teaspoon vanilla, 4 tablespoons sugar.
Mix crust ingredients, pack in lightly oiled 9”x3” spring form pan. Mix filling ingredients well at medium speed for three minutes. Pour over crust, spread evenly and bake at 375 for 30 minutes. Remove from oven, spoon on topping, return to oven at 475 for 5 min. Chill very well before slicing. For an amaretto variation, add two teaspoons almond extract to topping.