Robert H. Lippert, who owned a chain of theaters based in San Francisco, opened the Valley Fair 4 on 14 August 1970. The theater was the first four-screen multiplex in the Salt Lake Valley. An addition opened in 1986, increasing the number of screens to nine. The Valley Fair Movies 9 was the first multiple-screen dollar theater and also boasted stereo sound in all auditorium, a luxury lacking in most first-run theater at the time.
The Geneva Drive-In was owned by Veigh Cummings and had a capacity of 624 cars. The theater closed about 1966 and was demolished before 1970. The drive-in was located on the southwest corner of 1300 South State Street, across from where the University Mall now stands.