Loew’s State Theatre Celebrates 100th Anniversary

Loew’s State opened November 12, 1921 with vaudeville and Bert Lytell starring in MGM’s A Trip to Paradise (based on Molnar’s Liliom). 

Los Angeles Theatres, Facebook:

"The State Theatre, 7th & Broadway is 100!
The mini birthday party is from 4 to 7 on Friday, November 12.
See us in front for birthday cupcakes and discussions about this theatre.
Or we'll be happy to talk about any of the Broadway theatres"

Postcard based on pre-opening drawing. 

Billboard, November 12, 1921:

“Marcus Loew arrived in Los Angeles last Friday for the opening of his news playhouse, Loew’s State Theater. He was met by Joseph Engel, local head of the Metro Studios and Sam Harris, his West Coast represetatives, and Nat Holt, manager of the new theater. With Mr. Loew were his wife, Sid Grauman, a friend of long standing who returned from a month’s stay in the East, and representatives of the Loew Eastern organization.

"The opening of the theater, which had been tentatively set for November 7, has been postponed because of the requirements of the corps of decorators who are now working in double shifts to prepare the beautiful new house for the audience of first-nighters. it is certain, however, that the opening will take place some time within the next two weeks.

"Loew’s State and twelve-story office building were erected at a total cost of $1,000,000. The theater itself, including equipment, costing $1,500,000." 

Exhibitors Trade Review,  December 3, 1921

"The theatre was christened by Viola Dane with a bottle of real champagne broken over the facade of the building on the opening night. Of the 2,800 seats, one thousand were sold to the public at a box office sale which started Thursday, Nov. 10, at 10 o'clock and closed at noon the same day.”

Postcard from 1959 with "Ben Hur" at the Egyptian Theatre  advertised on the reader board.

 The Loew's name was removed from all signage and advertising in 1955. Loew’s Inc. had only operated the State Theatre until 1924, when it was taken over by West Coast Theatres (later Fox West Coast).

In 1949 the State Theatre was transferred to the United Artists Theatres Circuit, and in 1963 operated by Metropolitan Theatres who closed the theatre in 1997. Since that time it has served as a church.

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Since 1997 theatre historian,  Cezar Del Valle, has conducted a popular series of  theatre talks and walks, available for  historical societies, libraries, senior centers, etc.

Del Valle is the author of the Brooklyn Theatre Index, a three-volume history of borough theatres.

The first two chosen 2010 OUTSTANDING BOOK OF THE YEAR by the Theatre Historical Society. Final volume published in September 2014.

Currently seeking funding for “Editing & Formatting” the first three volumes of the Brooklyn Theatre Index, 3rd Edition

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Loew's Paradise Theatre, 2413 Grand Concourse, Bronx, NY

 

The Paradise was one of the five "Wonder Theatres" built by Loew’s Inc. and named for the Robert Morton ‘Wonder Organ’ installed in each. Four were constructed in New York City and one in Jersey City.

On January 7 1929, the Loew's Valencia, Jamaica, Queens,  would be the first of the Wonder Theatres to open its doors.  The Loew’s Paradise was a joint-second, opening the same day, September 7, 1929 as the Loew’s Kings in Brooklyn.

Loew's Paradise Theater - 1930  (The George Mann Archive)

Motion Picture News, March 1930:

"In this [Italian Baroque] design John Eberson, the architect, has conceived a formal style, drawing away from the over-elaborateness of the French style of Louis XV period.

 "One end and sidewall of foyer where minute detail continues in the design. The massiveness conveyed by stout  pillars supporting the ceiling, combined with the splendor of pendent lighting fixtures, together with openings into the mezzanine floors, lends something akin to the colossal reaches of Rome's ancient forums." 

"The main staircase shows detail work that is found throughout the interior. Here it has been concentrated on sidewall and ceiling with the general effect, straight ahead, of being entirely surrounded by palatial elegance."

"Above a sweeping panorama of auditorium taken from right side of house showing the splendor of the Italian Baroque design, with the infinite detail from floor to ceiling and extending to the proscenium arch. Note the clouded sky effect as though patrons were seated in a huge out-door amphitheater  under the sky."

Tour the Loew's Paradise

Since 1997 theatre historian,  Cezar Del Valle, has conducted a popular series of  theatre talks and walks, available for  historical societies, libraries, senior centers, etc.

Del Valle is the author of the Brooklyn Theatre Index, a three-volume history of borough theatres.

The first two chosen 2010 OUTSTANDING BOOK OF THE YEAR by the Theatre Historical Society. Final volume published in September 2014.

Currently seeking funding for “Editing & Formatting” the first three volumes of the Brooklyn Theatre Index, 3rd Edition

AboutMe

Goodreads

 

Pre-historic Ballyhoo in Louisville

 

Photographic Archives, Ekstrom Library, University of Louisville

Showmen's  Trade Review, April 13, 1940:
"Louisville, Ky.--A special pre-release premiere of Hal Roach's 'One Million B. C.' was held here last week, with Victor Mature, star of the picture, making a personal appearance." 

 

Showmen's Trade Review, June 8, 1940:

 

"When the recent world premiere of Hal Roach's United Artists release, 'One Million B. C.,' took place at Loew's Theatre, Louisville, Ky., one of the highlights of the campaign was this ballyhoo truck which traversed the entire city. 

The specially constructed pre-historic animal attracted plenty of attention, as did also the young man and woman attired in costumes similar to those worn by characters in the picture."
 

 One Million B. C.

 

 

 

Since 1997 theatre historian,  Cezar Del Valle, has conducted a popular series of  theatre talks and walks, available for  historical societies, libraries, senior centers, etc.

Del Valle is the author of the Brooklyn Theatre Index, a three-volume history of borough theatres.

The first two chosen 2010 OUTSTANDING BOOK OF THE YEAR by the Theatre Historical Society. Final volume published in September 2014.

Currently seeking funding for “Editing & Formatting” the first three volumes of the Brooklyn Theatre Index, 3rd Edition

AboutMe

Goodreads

BALLYHOO AT THE LOEW'S METROPOLITAN THEATRE, BROOKLYN, NY

With the third and concluding volume of the Brooklyn Theatre Index nearing its publication, we will be featuring during the month of September, borough performance spaces on our various web logs and sites.

Ballyhoo for "Smilin' Through" at the Loew's Metropolitan Theatre, 392 Fulton Street.

Exhibitors Trade Review, July 1, 1922:

"The lobby of Loew's Metropolitan, Brooklyn, with special decorations for the showing of First National's 'Smilin' Through.'  

"The ballyhoo stunt, which used an open victoria in which the couple dress as the characters of the play drove through the streets and entered the theatre, is the to be roadshowed, according to present arrangements.

"The carriage paused occasionally on its journey through the streets and distributed invitations to the marriage of Moonyeen and John at the Metropolitan Theatre. 

"The carriage pulled up at the theatre and the couple entered. They paused in the garden set erected in the lobby and following a bit of pantomime entered the auditorium." 

Loew’s State Theatre, 703 S. Broadway, Los Angeles, CA 90014

Exhibitors Trade Review, December 17, 1921:
"Marcus Loew sure did spread himself on the projection room for his new State Theatre, Los Angeles, as the accompanying  picture shows. He states that this theatre has the largest screen in the world. He should also have stated that it had one of the best projection rooms, from a standpoint of equipment and the general layout, which is splendid."

 "Three latest model Powers 6-B Cameragraphs, equipped with Type E lamps, constitute the projection machinery. Each machine is equipped with a speed control that is operated from a remote control panel board, by which speed the projectors can be regulated from seven different points in the projection room. This is a very unusual feature. There is also in the projection room two spot lights, a flood and a double stereoptican, for use in lighting effects in vaudeville acts.

"Between each projector is telephone that is a talking and ringing station, by which you can talk to any one of the twenty telephone stations scattered through the theatre. A special feature to this telephone station, which makes it very complete, is that any one of the telephone stations in the projection booth can be connected to the Bell telephone on the house exchange, thereby enabling outside calls to be received or sent direct from the projection room. In case of an emergency this would be a tremendous advantage as it would eliminate the necessity of having to go wherever a Bell telephone was in the house, which is generally quite a distance from the projection room.   

"The fire shutters are all suspended by chains from a master cord running directly over the magazines of the machines. The chains are connected to the master cord by a fusible link, and should one of these fusible links melt, it would release all the fire shutters, closing every opening in the machine room except the vent flues. These shutters are absolutely noiseless in their operation, and should there be a fire in the projection room, the audience would never be aware of it, as they would not hear the shutters falling.

"Fresh air is supplied to the projection room from the outside through a large flue and the foul air is removed through a vent flue, to which are connected the vent flues from the lamp houses. Connecting the lamp house vent flues to the main vent flue creates a steady draft in the main flue, even when the fan is not running, which keeps the projection room supplied with fresh air. There are two special features in this connection: first it keeps the lamp house cool, which tends to lower condensor breakage, and second, if the ventilating fan would break down on a hot day, the draft in the flue goes a long way toward cooling the projection room.

"All rewinding is done in a separate room with an  enclosed cabinet rewind, which has ten compartments for putting films in. There is also an open rewind for inspecting and repairing films that have been damaged. The work bench is heavy and strong enough to do any kind of repair work necessary.     

"The projection room has one feature that no other projection room in the world has--a shower bath, with hot and cold water, for the projectionist. Do you know of one?

"Summing it all up this projection room is undoubtedly one of the best designed and arranged in the country. The equipment is up to date in every respect, and what is more important, the comfort and convenience of the projectionist has been kept in mind along with other things. W. A. Cook, who will have charge of it, is certainly to be congratulated on having such a splendid 'outfit' with which to work." 

Postcard part of the Theatre Talks collection. Please ask permission to use.

For more on the Loew's State.

Loew's State on Theatre Talks, WordPress

Cezar Del Valle is the author of the Brooklyn Theatre Index, chosen 2010 Best Book of the Year by the Theatre Historical Society.