

The aging actors who could provide publicity for such shows started gravitating toward television spots and commercials, where they might earn as much for one day of shooting as they did doing several weeks of stage-and-steak work. After experiencing a surge of popularity in the 1960s and 1970s, the idea of combining a live performance with a plated meal started to collapse. The first stage production that served meals opened in 1953 in Richmond, Virginia, and initially kept their meals separate from their plays until audiences who drove distances to get there complained about getting hungry during the shows. Then as now, the concept of “dinner theater” was not held in the highest of regard. By 1983, the first Medieval Times on American soil was open for business. Scouts visited Orlando, Florida in 1980 and came across a prime spot of real estate in Kissimmee, just 15 minutes from Walt Disney World. Montaner put on a show in Spain for years before an investment panel was gathered to bring the idea to the States.
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He was also influenced by the 1961 movie El Cid, a drama starring Charlton Heston that featured many of the tropes meant to transport his visitors to 11th-century Spain: sword duels, castles, and galloping horses. Part of what motivated Montaner’s pursuit of what would become Medieval Times was his interest in Spanish history. While it’s never been heavily franchised-there are only nine locations in North America-the marriage of simulated chivalry and free Pepsi refills has proven to be a surprisingly effective form of entertainment.
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under the Medieval Times banner, a sprawling bit of performance art that marries the spectacle of professional wrestling with a four-course meal. By the 1980s, he and a group of investors had taken his notion and expanded it into the U.S. The smell of manure may not have earned him any Michelin stars, but Montaner was on to something. One day, Montaner overheard some English tourists talking about medieval fairs, and an idea occurred to him: What if he could lure more barbeque patrons by seating them in front of an indoor dinner theater with dueling knights, serving wenches, and horses?


Montaner and his rival each vied for customers, locals and visitors from the island’s tourist trade. In the 1960s, on the small island of Mallorca, Spain, Jose Montaner had a thriving barbeque business.
