Texas Theatre

The historic Texas Theatre in the Oak Cliff neighborhood of Dallas, Texas has gone through many changes over its nearly 100-year landmark status. Lee Harvey Oswald was apprehended in this very theater after the assassination of JFK in 1963 and the international attention to this cinema caused an urgency to hide it. The original facade and much of the vibrant design of this theater was covered up in a Spanish-style stucco redesign. Nonetheless, this theatre has survived the test of time and in 2021 Aviation Cinemas completed a $2 million dollar expansion of the theater. In 2025 the theater commissioned Nicer Collaborative to design a well-organized website that would not only make programming and ticket discovery easy for patrons, but reduce time that it takes staff to update and manage content. In addition to ticket sales, newsletter integration, indie merchandise sales, film series promotion, live event sales, memberships and gift cards were all important to the success of this theater's new web platform.