The two companies formally merged after years of friendship and combined efforts as B&B (Bills and Bagby) Theaters on January 1, 1980, making the Fulton Cinema the first official B&B Theatre. Sterling and Pauline have three children: Steve, Bob, and Paula. Their company became a Kansas circuit of both drive-ins and 'hardtop' indoor movie theaters. The Show was, in essence, a portable movie theater, and the Bagbys traveled along with the equipment (including seats, snack bar, film, and projectors) showing movies in schools and barns. Together, the Bagbys started the Bagby Traveling Picture Show. After serving a stint in World War II, Bagby returned to Missouri and married a ticket seller from Higbee, Pauline. Sterling Bagby went to work for Elmer Sr. The two generations of Bills continued the expansion of the company, and welcomed the birth of Elmer Jr. graduated from the University of Missouri and married one of his 'popcorn girls', Amy. Elmer met his wife Johnnie when he purchased the Lyric Theater in Salisbury, where she was the piano player for the silent films.

In 1924, Missourian Elmer Bills, Sr., founded Bills Theaters in Salisbury, Missouri. The company also maintains offices in Salisbury, Missouri and Fulton, Missouri. Founded in 1924, B&B is the fifth-largest theater chain in the United States, operating 500+ screens at 54 locations in Florida, Georgia, Iowa, Kansas, Minnesota, Missouri, Mississippi, North Carolina, Oklahoma, South Carolina, Texas, Virginia, Nebraska, and Washington. or simply B&B Theatres is a family-owned and operated American movie theater chain based in Liberty, Missouri.

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