New Orleans, LA, Liberty Theater in 1935. The film was Wheeler & Woolsey in "The Rainmakers". Looks like a big Morton Salt promo with a "rain" tie-in to the movie was going on, and check out the price of admission: 15¢ + 1¢ tax.
This wonderful photo is from Shorpy, a remarkable treasure trove of high-res historical photos.
You can access the high-res version of this image at:
Liberty Theater in 1935 from Shorpy
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