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.

State Theatre

State Theatre

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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

 

Tampa Theatre 711 Franklin Street, Tampa, FL

 Exhibitors Herald, January 22, 1927:

"Publix Theatres and Consolidated Amusements, Inc., have added a brilliant edifice to motion picture palaces below the Mason and Dixon line with the recent opening in Tampa, Fla. of the new Tampa Theatre--one of the popular 'atmospheric' type motion picture houses featuring brilliance of color and an auditorium set under an open sky effect."   

 "Stage and proscenium of the Tampa. Ceiling over auditorium represents the open sky with moving clouds and twinkling stars."

"The architecture is described as the true Hispano-Italian style."

 

  "A section of the highly decorative foyer giving idea of the bright color treatment in materials."

 

 

 "Colorful textured walls and floors in lobby of the Tampa Theatre."

 

Tampa Theatre
Opened October 15, 1926 with Adolph Menjou in “The Ace of Cads”
Seating Capacity: 1,446 reduced to 1,252
Architect: John Eberson 

 

Tampa Theatre 

Tampa Theatre Technical Specifications 

Visit Tampa Bay--Tampa Theatre 

Haunted Tampa Theatre 

 

For a postcard view visit our Theatre Posts website 

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

 

Flashing Eyes in a Giant Karloff

Universal Weekly, January  21, 1933:

"The Mummy took New York by Storm."

"Bob Sisk and Terry Turner of RKO, realizing the big box-office possibilities of the picture, gave it a very flashy front. The display reached from the side-walk to the very top of the Mayfair Theatre building.

"The giant banner and the solid wall display built over the top of the marquee were carried out in weird colors with yellows, greens and purples predominating.

"Two massive heads of Karloff were set in front of the wall display. The eyes were cut out and pasted over with glazed cloth. Dimmer light attachments were hooked up to these eyes  and flashed them up and down with stunning effect. Because of the nature of the Karloff make-up in this picture, theeye display held everyone's attention."

The Mummy

RKO Mayfair

Since 1996, “legendary theatre historian”, Cezar Del Valle has been presenting a popular series of theatre talks and walks. Currently accepting bookings for historical societies, libraries, senior centers, etc.

He has also joined with Local Expeditions to present a series of walking tours.

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 editing and updating the third edition of the Brooklyn Theatre Index, Volume I.

About Me

Goodreads

Medotcom

Swell Street Ballyhoo in Louisville

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.

Loew's Louisville Palace








Since 1996, “legendary theatre historian”, Cezar Del Valle has been conducting a popular series of theatre talks and walks. Currently accepting bookings for historical societies, libraries, senior centers, etc.

He has also joined with Local Expeditions to present a series of walking tours.

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 editing and updating the third edition of the Brooklyn Theatre Index, Volume I.

About Me

Goodreads

Medotcom

Grauman's "High and Dizzy"

Motion Picture News, July 31, 1920:

"Sid Grauman introduced some novel exploitation for 'High and Dizzy' when he played this picture at Grauman's theatre, Los Angeles, recently. A photograph, fifteen feet in height nicely framed, was placed over the lobby entrance, as shown in the above cut, giving Lloyd some personal billing seldom accorded to any star at the 'Million Dollar Cinema Temple.'"

The article still refers to the theatre by its original name Grauman's but by this date it was being advertised as the Million Dollar.

Million Dollar Theatre

High and Dizzy









“Legendary theatre historian”, Cezar Del Valle is celebrating 20 years of theatre talks and walks, 1996-2016. Currently accepting bookings for historical societies, libraries, senior centers, etc.

He has also joined with Local Expeditions to present a series of walking tours.

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 editing and updating the third edition of the Brooklyn Theatre Index, Volume I.

About Me

Goodreads

Medotcom

Ahab Hunting the White Whale in Downtown Los Angeles

Exhibitors Herald--World, October 18, 1930:

"The six large banners shown in the photograph above were used on the Warner Brothers Downtown theatre in Los Angeles with striking box office success. They were visible for several blocks. At the time this picture was taken lines converged from two streets to the ticket office. The film exploited was the Warner production, 'Moby Dick,' with John Barrymore."

Moby Dick

Warner Brothers Theatre

Legendary theatre historian, Cezar Del Valle is celebrating 20 years of theatre talks and walks, 1996-2016. Currently accepting bookings for historical societies, libraries , senior centers, etc.  Details of independent walks will be published this fall.

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 editing and updating the third edition of the Brooklyn Theatre Index, Volume I.

Selling  on Etsy and Amazon

Theatre Talks and Walks 2016

Currently accepting bookings for theatre talks and walks in 2016: historical societies, libraries, senior centers, etc.

Details for independent walks will be posted in the New Year.

January 8, 2012 walking tour of the Yiddish Rialto for the
Greenwich Village Society for Historic Preservation.
 (Photo copyright Betty Sword, all rights reserved)

May 18, 2014 Bowery Walking Tour
for the Lower East Side Preservation Initiative.
(Photo copyright Betty Sword, all rights reserved)

Cezar 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 editing the third edition of the Brooklyn Theatre Index, Volume I.

Now selling on Etsy and Amazon

Television in the Lobby, Chicago Theatre, 175 N State Street

Showmen's Trade Review
November 18, 1944:


"First Time in Theatre History"

"Shape of Things to Come?"

"Election returns via television were a theatre attraction at the B&K Chicago Theatre, Chicago. Above, how the feature was played up in newspaper advertising, and [below] the lobby crowds seeing and hearing the results.

"At television receiver, operating the dail, is A. M. Brolly, chief engineer of B&K Television Station WBKB. Standing at right of receiver is Manager William B. Holden of the Chicago.

While most other theatres were without television facilities, few indeed were those that did not, in one way or another, provide frequent information on election returns. "  

Chicago Theatre

Cezar 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.

He is available for theatre talks and walks in 2015: historical societies, libraries, senior centers, etc.  
 
Now selling "vintage" on Etsy

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." 

Strand Theatre, 647 Fulton Street, Brooklyn, NY 11217

 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.


Exhibitors Herald, October 16, 1920:

"From the side of the Strand Theatre, Brooklyn, N.Y., the huge electric sign that announces Strand attractions blazes the message of the day in letters that may be read for blocks. The effect is distinctly noticeable at the box office.

"Edward L. Hyman, managing director, gives evidence of his high regard for the power of that sign by the care he exercises in preparing the copy for each change.

"A few weeks ago Mr. Hyman, one of the last to experiment with the featured comedy idea, gave a short subject place in his sign for the first time. 

"The results were reported gratifying and subsequent events have proved that they were, for short subjects have figured consistently in the Strand sign streamers ever since.

"The above illustration shows a case in point. Unfortunately, a portion of the sign was run in colored lights on this occasion and the full effect of its radiance is not conveyed by the photograph. Educational's 'Torchy Comes Through' is the short subject referred to.

"Every exhibitor has had experience with electric signs. Whether or not he uses that type of advertising, every exhibitor knows that a sign like that operated by the Strand represents a not inconsiderable outlay of funds both as to first cost and upkeep.

"Perhaps many will welcome the evidence of its paying qualities as an investment. And that those paying qualities are genuine has been convincingly demonstrated by the Strand.

"There may be a better place to put money than into advertising, but if such is the case it is not generally known. Not only exhibitors but the industrial world at large would be glad to have it pointed out to them.

"There may be a better form of advertising for the downtown house than flash advertising but that, too, if it exists, has not been disclosed up to the present time.

"The downtown house in any city that does not go in heavily for flash advertising is missing a golden opportunity."   


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

He is available for theatre talks and walks in 2014-15, historical societies, libraries, senior centers, etc.

Theatre Talks 2014-15

Need a special presentation for your organization?  Cezar Del Valle has created a series of popular illustrated talks ideal for historical societies, libraries, senior centers, etc.

Digital Projector is Needed

Mindful of the budgetary constraints facing most non-profits, Del Valle is willing to discuss fees. 

Chatting with the audience before his talk at the Brooklyn Collection, Central library.

Matinée Memories:

The most popular and requested talk covers not only the historical and architectural development of the "neighborhood" movie house, but also the role it played during the Great Depression, World War II and the Cold War. Various stage novelties such as Bank Night, Dish Night, Crooner Contests, dance competitions and beauty pageants are also discussed.

This talk can be customized to feature a particular region.

Movie Palace Grandeur:

During the "Golden Age of Hollywood", the major studios constructed large scale movie palaces of extraordinary architectural beauty. Audiences could escape into a fantasy world beyond their wildest dreams of luxury and gilded glamor. 

This presentation highlights the largest and most opulent of these theatres.

The talk can be customized to feature Art Deco.

Times Square:

The world renowned center of New York entertainment, from the summit of its celebrity to the district's eventual decline and current controversial "revitalization."

Featuring a colorful cast of characters, the talk showcases the famous sites that were once part of the "Great White Way."

Coney Island:

Del Valle invites you to Brooklyn's "Sodom by the Sea" where Gary Grant walked on stilts, Harpo Marx made his stage debut and where the music halls ran early & late.

Other talks are available on legitimate theatres and also vaudeville.

For additional information and reviews visit our Theatre Talks website. 

Photo copyright Betty Sword, all rights reserved. 

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

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