Strand aims to capitalize on a big night for late-night TV

You’re a dedicated disciple of Coco, and that 32-inch screen doesn’t seem big enough for celebrating the high holiday of his new series debut.

The Earl Smith Strand Theatre in Marietta has an answer. It hopes to lure serious fans from the cushy confines of their couches and beds to watch the first episode of “Conan” on its massive movie screen, a full bar within reach.

The powers that be at the Strand see the mammoth presentation only fitting. Conan O’Brien’s new and highly anticipated series is the biggest noise on the late-night TV landscape since Jay Leno’s chin first faced off against David Letterman’s gap-toothed grin.

And it’s events like this, those tied to a rabid fan base, that appeal to the Strand.

“Events like the ‘Conan’ premiere are for people who don’t just want to sit back and be entertained,” said Cassi Costoulas, the Strand’s front-of-house manager. “They’re already into it when they walk in the door, committed with a smile on their face.”

Costoulas would be happy to see a similar reaction to the one the theater had in May when it decided to give the series finale of “Lost” a big-screen boost. Although the show didn’t air until 9 p.m., a line stretched around the building earlier in the evening. Costoulas said some fans had been sitting in front of the Strand since that afternoon to make sure they scored choice seats.

Celebrating fandom has become second nature to the theater. A recent performance by the carbon-copy Beatles tribute band the Return found Fab Four fans breaking into an impromptu chorus of “Yellow Submarine” while waiting in the lobby. And when the season premiere of “Glee” aired, the faithful flocked to see supersized versions of Jane Lynch and company.

Costoulas wants the masses to experience the revitalized theater, which screens classic films, features productions by the Atlanta Lyric Theatre and hosts other special events. The Strand originally opened in 1935 and saw its rebirth in early 2009.

“These other events give us the opportunity to reach to another audience who might not have found anything else at the Strand they were interested in,” she said.

With the widespread interest in Coco’s return, a “Conan” event seemed natural, especially with the show’s home on local network TBS.

“Most people grew up watching the Braves on TBS, and we have a lot of stock in it,” Costoulas said. “When we have a big name like that coming to a hometown station, it’s pretty exciting.”

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