Pizza Time Theatre

Chuck E. Cheese's Pizza Time Theatre (Also known as just Pizza Time Theatre) was a pizza chain created by Atari co-founder Nolan Bushnell on May 17, 1977, lasting up until it filed for bankruptcy on March 28, 1984 and was merged into the competing ShowBiz Pizza Place on May 31, 1985, where it would later be named just Chuck E. Cheese's.

Detailed History & Events

1974

Early 74

• At some point within late '73 to early '74, Nolan Bushnell of Atari would begin his ideas for making an Atari arcade, as to have greater vertical integration into the video game market.

April

• In April, Lloyd Warman would become Vice President of Operations, and set on creating Atari Family Game Centers. Sometime after this two centers would open in the Oakridge Mall (925 Blossom Hill Rd) and Orange Mall (1500 East Village Way).

May

• On the 31st, the third Atari Family Game Center would open at the BayFair Center Mall (E. 14th St. at 155th Ave.)

Early-Late 1974

• Nolan would plan for a future entertainment center to serve pizza as it was an easy food to produce that couldn't be screwed up as long as the ingredients were good.
• Nolan would visit Pizza and Pipes and discover there was desire for entertainment alongside food, as seen by their organist playing throughout the day
• After this Nolan would make a trip to Disney Land and be inspired by the animatronics in the Tiki Room. Deeming this a simple task for his engineers, he would settle on the restaurant's entertainment to be animatronic shows.
• Sometime between Nolan settling on serving pizza and just before the November IAAPA convention, he would set the codename for his arcade restaurant project to be "Coyote Pizza".

November

• Just before the November IAAPA show, it would be stated Nolan's Coyote Pizza idea would be close to being greenlit for development at Atari.
• Nolan attends the 56th Annual IAAPA Convention. At the event he would purchase a generic rat costume from a costuming company to be shipped to the Atari offices later. Nolan would believe this costume to be of a coyote. It is unconfirmed if Nolan had seen a different costume to the one he was eventually shipped, as other variants of the costume didn't have the rat tail or buck teeth- also being referred to by their owners as a coyote.

Winter

• Sometime after IAAPA '74, whether in December or early '75, the "coyote" costume would arrive at Atari. Upon realizing the character was a rat, Nolan would decide to name the character "Rick Rat". The project's codename would thus now be "Rick Rat's Pizza".

1975

April

• Atari would begin shopping itself to investors to raise capital for its planned future growth and projects.

Spring

• Atari would abandon the Atari Family Game Center concept and Lloyd Warman would leave the company.

1976

January

• In January, Atari would start its Consumer Division for development of the Atari VCS, moving its employees to the newly constructed Sunnyvale, CA Corporate Office and Sunnyvale, CA Manufacturing Office.

May

• In May, Gene Landrum of National Semiconductor would do a market study of home video games for the Consumer Division. This would be Gene's first interaction with Nolan Bushnell.
• Sometime in May before Gene Landrum's hiring, Manny Gerard would meet with Nolan Bushnell to discuss the selling of Atari to Warner Communications. Nolan would bring up in the discussions his idea for a family entertainment center, using his rat costume he'd shown off around Atari as the central idea and mascot for the brand. Manny would not take interest in this concept, being more interested in the purchase for Atari's high tech productions.
• On May 26th, Gene Landrum would join Atari as assistant to the chairman of the board, still also employed at National Semiconductor.

June

• On June 19th, Atari would announce moving its corporate headquarters to the same complex as the Sunnyvale, CA Corporate Office and Sunnyvale, CA Manufacturing Offices, with the move planned to be done by September.
• Around the week of the move announcement, the first public image of the Rick Rat Walkaround would be seen in a promotional photo for the event. This would be the first known instance of the character being called "Big Cheese", and it was labeled as an Atari mascot.

August

• On the 2nd, a set of building plans for the first restaurant would be written. The restaurant would be labeled as "The Big Cheese", and as a "Pizza Cabaret".
• Sometime in August, Gene Landrum would quit his job at National Semiconductor to work fully at Atari.

September

• On the 7th Nolan Bushnell sells Atari to Warner Communications for $28,000,000. Nolan stays as head of the company, but signs a 5 year non-compete agreement. Warner also signs to invest $120,000,000 into Atari, which Nolan is permitted to use for his restaurant concept.

Mid-Late 1976

• Atari opens the Restaurant Operating Division of the company to pursue the restaurant concept, Gene Landrum is appointed as General Manager of the division and President of the Atari Consumer Division.

October

• On the 4th Warner Communications finishes the purchasing of all Atari stock.
• On the 7th the The Big Cheese Birthday Show Dialogue Recording Session would take place. The audio would be produced at Wally Heider Studio (245 Hyde St., San Francisco, CA, 94102). The script for the session was written by Robert “Bob” Allan Black under the direction of Atari, Gene Landrum, and Nolan Bushnell. The producer for the show would be Ed Bogus Productions (680 Beach St. Suite 495, San Francisco, CA 94109).

1977

February

• Sometime within the month an internal announcement at Atari would be made regarding the future San Jose, CA (370 S Winchester Blvd) store. It is unclear what form this announcement was made, but likely could have been a prior unseen issue of the Gospel of St. Pong. The announcement is described as being made by Chuck E. Cheese himself, stating to "hang on a bit longer until the new restaurant is opened", citing delays with the city of San Jose- likely related to permits.

May

• On the 16th, the copyright for Jasper T. Jowls would be filed. The dated first use of the Pizza Time Theatre trademark would also be marked.

Mid-Late 1977

• Sometime after the opening of the first store while Nolan Bushnell was on a trip, Gene Landrum would put up a sign stating nobody under 18 was permitted in without a parent. This was due to sentiments around the time that arcade and pinball hangouts would attract drug users and "bad people", which Gene wanted the location to be perceived as a restaurant. Once Nolan had came back to California, he ordered Gene to take down the sign for being a silly rule, which Gene declined. Nolan would later come back a week later realizing it was a good idea, but forced the sign to be changed to anyone under 14.

June

• On June 2nd the floor plans for the second location, San Jose, CA (1371 Kooser Rd), would be drawn be Gene Landrum. The store would be called "Pizza Time Theatre II" and would feature the Piano Bar alongside an additional lounge for dining- away from the main show.

October

• On the 1st, the first dated use of the Pizza Time Theatre trademark "in commerce" would be marked.

1978

February

• On the 17th, the copyright for Foxy Colleen would be filed.

October

• On the 13th, the copyright for Foxy Colleen would be filed.

November

• On the 17th, 13 different copyright filings would be submitted. These would be "Chuck E. Cheese's theme", "How will I know?", "Roots in the country", "Endlessly awake, part 1", "Chuck E. Cheese (token)", "Chuck E. Cheese's Pizza Time Theatre (long sign)", "Chuck E. Cheese's Pizza Time Theatre (regular sign)", "Chuck E. Cheese (in frame)", "Chuck E. Cheese (standing)", "Crusty the cat (three full views)", "Crusty the cat (two head views)", "Billy Banjo Boggs", "Pasqually", "Singing magpies".

• On the 29th, the copyright for "Mister Munch" and The Mopsy Sisters would be filed.

1979

November

• On the 19th, the application for the Pizza Time Theatre trademark would be filed.

1982

August

• On the 3rd, the Pizza Time Theatre trademark would be registered in the US.