The showing of Gone With the Wind at the Sierra Community Theatre wasn’t the first “come-back” for the classic film.
First shown in Jefferson in May, 1940, the film was brought back again two years later, in September 1942, while Clark Gable was serving in the US Army. Denise O’Brien Van found an ad announcing the 1942 during research for a large-scale Historical Society program slated for next fall. To see the ad as it is found in the digital archives hosted by the Jefferson public library, click here: GWTW 1942
For the 1942 showing, admission to the matinees was 40 cents and the evening shows cost 50 cents.
Van also located the advertisement for the movie’s first showing in Jefferson. Seats for evening shows were sold in advance at a cost of $1.12. The movie was also shown continuously during the day, and for 75 cents a person could walk into the theatre any time between 10 am and 2:30 pm and stay to see the entire show. See the ad here: GWTW 1940