Pacific 1-2-3
6433 Hollywood Boulevard,
Los Angeles,
CA
90028
6433 Hollywood Boulevard,
Los Angeles,
CA
90028
60 people
favorited this theater
Showing 326 - 350 of 394 comments
That is a great point, Manwithnoname!
I was fascinated by the marquee’s alternation between WARNER and CINERAMA. I hadn’t even realized that there was also a change from WARNERS to WARNER at some point.
In the 1961 “Back Street” picture at View link it’s WARNER. Back in the 1940s http://jpg2.lapl.org/theater1/00014800.jpg it was WARNERS.
However, while this change was made on the marquee and the vertical (notice how on the 1961 vertical there’s clearly a space that the final S formerly occupied), the radio towers on top of the building continued to say WARNERS.
And with respect to the Warner Bros. Downtown, didn’t its blades say WARNERS right up to the time it was taken over by Metropolitan? I’m guessing that is so because afterward the letters were rearranged to spell WARRENS rather than WARREN.
I guess it’s proof that I’m a true movie palace geek that I should be interested in such arcane details. But, obviously, the change from Warners to Warner on the Hollywood theater was intentional. It would be very interesting to know the reason behind it. Did the houses in Beverly Hills, San Pedro, Huntington Park or elsewhere nationwide change in the same way?
I was living in Hollywood when the Warner’s theater was showing “This is Cinerama' for the years 1953/56. After 56 or 57 they
started showing other pictures. Correct me.
Hi William and sonke … Here is a photo of the marquee of the “Egyptian Theater” just down the block in 1955. As you can see, the movie “Oklahoma” was the feature, and, as William says, the film title is in NEON and looks almost permanent. Since this was expensive to do, it was reserved for features the studios and theaters thought were monumental and would play at the theater for a while.
http://jpg2.lapl.org/theater1/00014528.jpg
In the new film “The Aviator”, there is a scene at the 1929 premier of “Hells Angels” and there are huge neon signs of the film title on the 2 sides at the entrance of Graumans Chinese. This is not fiction. There truly were huge signs made and installed just as shown at the entrance of the forecourt (By the way, the film “Hells Angels” is amazing for it’s time and is well worth a look). Here is a photo of those signs…
http://jpg2.lapl.org/theater1/00014682.jpg
During that time in Los Angeles and NYC and other major markets. The studios would put special displays at the first run theatres. during this time theatres would use a lot of neon signage. Like the Pacific’s marquees for “Bros. Grimm” and when Cinerama was on the towers above the theatre, one side said Warner and the other said Cinerama. Over at the Pantages the verical blade sign would have neon tubing saying the name of the feature that was playing. This type of advertising could be seen down Hollywood Blvd. for blocks. Some of the area theatres would also have a special neon tubing noticing that a preview was taking place that night on the vertical blade sign. Before the Egyptian Theatre remodeled the front 1950’s front of the house. They used that for advertising the film playing, “Oklahoma” used neon for their signage and “The Poseidon Adventure” had the poster artwork painted on it. Those neon Cinerama letter were in storage on the stage of the theatre. When I worked there in the 90’s.
Nice picture. Is it possible that they put whole new marquees on the sides? On the Back Street picture there is standard black lettering on a backlit white panel, but the Grimm marquee seems to have red neon letters and the horizontal stripes that usually hold letters (as can be seen on the 1943 picture and at the top of this page) are gone. That’ll also explain my doubts about (not) inconsistent “Cinerama” and “Holiday” signs.
PS: New street lights on Hollywood Blvd every decade :)
Found it! Here’s the postcard that shows “The Wonderful World of the Brothers Grimm” at the Warner Cinerama:
http://cinerama.topcities.com/warner.htm
Well during that time the Warner Hollywood Theatre was part of the Stanley Warner Management Corporation chain. But it was listed under their Stanley Warner Cinerama Corporation. So those were part of the original theatres that the Stanley Warner chain converted to Cinerama under the original deal. So the Warner Hollywood Thetare was the Warner Cinerama. In 1963, Pacific Theatres opened the Cinerama Dome. So at that time there was two Cinerama equipped theatres in Los Angeles, not including the Forum Theatre. That Cinerama lettering on the marquee was still up in 1971. At that time the verical blade sign said Pacific.
I digged up some more pictures at the LA Public Library (with some nice b/w of the interiour BTW: go to [url]http://lapl.org[/url], select the photo catalog and search for “hollywood warner theatre”) and while noticing on [url]http://jpg2.lapl.org/theater1/00014800.jpg[/url] that the “Studio Mens Shop” of 1943, right of the entrance, turned into the “Motherhood Maternity Shop” in 1961 (what a change..;), I also noticed that the top of the white marquees left/right is above the shop signs. “Holiday” ends clearly below these signs, so you’re right, it’s on the marquee.
Nevertheless, the whole point was that this is one sign just for this movie. The letters not only are just too similar, it’s “Cinerama Holiday”, one title, not something reading like “Presented in Cinerama:”, the movie “Holiday”, so they actually should look the same, making this one sign.
Because of this I came up with a flat wooden board (which may of course very well have neons or bulbs on it) placed in front of Warner and marquee (not instead of) to get both words on the same level with the same light – looks nice and no hazzle with dis-/mounting the Warner sign. (Am I talking like a marquee designer? Sorry :)
In short: It’s not alternating between WARNER and CINERAMA, it’s between WARNER and part of a Cinerama movie title announced big style. And the letters Warner are still there, they’re just hidden by the Cinerama movie title sign.
What did it look like on the postcard you mentioned (and how did they get that title The Wonderfull..Grimm title on the marquee anyway?:), could you post that one?
Soenke, you are incorrect in your supposition that “wood letters” spelling Cinerama Holiday were placed over the Warner sign, and that they fit into that same space that “WARNER” otherwise occupied.
The letters that spelled CINERAMA were lighted, and were in the same exact position as the letters that spelled WARNER and that currently spell PACIFIC. In the Cinerama Holiday picture, the word “Holiday” is on the marquee proper, NOT above the marquee.
re stevebob: Looking closely it’s visible that the “Cinerama Holiday” has the size of the “Warner” label (compare the bottom line of Holiday and Warner with the top line of the white front marquee on both of the photos you mentioned). So I’d say they didn’t replace Warner with Cinerama, they simply put a wood sign announcing the movie Cinerama Holiday (and not the system Cinerama) over the Warner letters. After all, you can’t announce Cinerama if not playing Cinerama movies.
I’m anything but an expert on Cinerama history, but looking at the mere 10 movies listed by the IMDb with the same film format (http://imdb.com/SearchTechnical?PFM:3%20x%2035%20mm%09(6%20perf.%20per%20frame) ), it’s no surprise to me that they had other movies, too. If I got that right, the freshest Cinerama release in 1961 would have been South Seas Adventure from 1958..
re stevebob’s observation: That is odd, and I hadn’t noticed it. But the Susan Hayward remake of “Back Street” did indeed come out in 1961, and the cars in the photo are certainly of that era. I visited Hollywood Boulevard a few times in those days, but never noticed the change in the Warner’s marquee. Maybe they had some sort of modular system, to make the changeout easier.
The picture in the link posted by Christian two messages back is great. (Also, the vertical of the Iris Theater is visible a block down on the opposite side of Hollywood Boulevard from the Warner.)
One thing surprises me, though. This shot is from 1961, which would have been during the Cinerama era at the Warner. I hadn’t realized that “regular” movies were programmed in between runs of Cinerama films, and I would never have guessed that the neon letters on top of the marquee actually alternated between WARNER and CINERAMA to reflect this!
For example, Christian’s post on Jan 2, 2005 at 6:44pm shows the marquee in 1956. Cinerama Holiday was playing; the marquee says CINERAMA. And I’ve seen a postcard, presumably from 1962, when “The Wonderful World of the Brothers Grimm” was playing. Again, the marquee says CINERAMA. Yet as the 1961 photo confirms, the marquee was reverted back to WARNER for Back Street.
Does anyone know more about the booking history of the Warner during this period?
Here is the marquee on April 18, 1935…
http://jpg1.lapl.org/pics34/00036960.jpg
I found a great photo of this theater in 1961 when it was the site of the premier of BACK STREET with Susan Hayward, John Gavin and Vera Miles.
View link
Los Angeles is overrun with closed movie palaces; thankfully many of them have not been demolished. Probably the only way to get many of them operating again is either to have them run by a non-profit organziation, in the mold of the American Cinematheque, or converting them to host legitimate theatre productions, which generally take in a lot more money than film screenings ever do (except for the latest Star Wars installment possibly…) So, how about it? Someone step up to the plate and get an NPO together…
Right pmiller! I saw the Lion King a couple of years ago at the Pantages and it was quite spectacular and the theater was packed the night I was there. There were many “ooohs and ahhs” by the hundreds of children in the theater during intermission, as well. I think the Pacific, with it’s size, history, and proportion, seems like one of the few spectacular sized venues left for musicals or live performances in the area. I sure hope we get a benefactor to rescue it!
As far as what is left in Hollywood, please let’s not forget the newly aquired live stage theater… the “Ricardo Montalban” (old Huntington Hartford) on Vine Street, which has dedicated it’s future to the presentation of live theater by the group “Nosotros”, which is specifically designed to present productions by and/or with Latin American actors, directors and performers. They have somewhat completed the facade restoration so the theater looks more like it’s Beaux Arts roots of 1926 and the interior is presently being worked on to match. I am doing some historic research for the management on my own and have written the story of that theater at the following link. I continue to discover new details every week.
/theaters/9863/
This is all hypothetical but the L.A. Conservancy may well require the return of the theater to a full live stage with orchestra pit, etc., which moves the venue to something other than a strictly cinema theater. A performing stage has to look to different kinds of bookings and the success of the Pantages, for example, was predicated on shows like “The Lion King†to justify a major restoration. The Pantages is 4 blocks away. What comparable stage events or shows, can compete and draw audiences that aren’t being served right now.
On the other hand Arclight has 14 movie screens, the Chinese has 7, the El Capitan has one, and the Egyptian has 2 – all with a few blocks of here. There are additionally several other closed-up movie houses on the Boulevard. So movie screens are pretty saturated in this neighborhood.
That’s why I doubt the return on investment looks very attractive to potential buyers of the building. With Pantages so close, and Hollywood and Highland’s Kodak Theater a stone’s throw in the other direction, and the other movie screens nearby, what new shows will draw a crowd?
The Red Car doesn’t run here anymore, the subway is 4-7 blocks away in either direction, and everyone drives in L.A. Hence the parking problem.
What this town needs is another Paul Allen with a big heart for “theater†and “deep pockets†for changing and rebuilding. Until someone like that comes along, I’m afraid this place. will still be “the treasure that once laid withinâ€.
To Christian:
I’m pretty sure that the “KEYS” from the “Andromeda Strain” premier in 1971 went home with the ticket people and the ushers.
pmiller…. thanks for the insight. When these great theaters were built, we did not have television and these showplaces were a central feature to entertain the masses. In my opinion, we also had better mass transit in Hollywood. My mom did not have a car, but we were able to get everywhere on the red car line and streetcars. It was relatively safe and fun. When we went out, we always hired a nice taxicab. That was the way to go. Today we have huge home entertainment systems and classic films have become part of our domestic life as never before. So now I wonder what we can show in the great theaters that will bring the crowds back? Many of the cinemas that are still intact theaters have become cultural art centers, symphony halls, opera houses, churches and live stage venues. What other uses can we give them to save them? Your point that they have a practical use is quite valid.
My comment about the parking structure was based on a couple of issues and assumptions.
First: There is a parking lot directly behind the building which could accommodate maybe seventy cars if they had no other business. At best during a normal day there would be perhaps 10-20 spaces available should the theater fully reopen. And on Tuesday through Saturday evenings, that same lot is packed and, in fact, also uses a valet service to handle all the cars for a night club that adjoins the property. There is also a small lot directly across the street which holds even fewer cars that will ultimately be made into a private lot for an apartment building that is being restored.
Second: Yes, I’d assume Hollywood/L.A. government would require additional parking spaces be made available on this same block for a project of this magnitude. I’m further assuming that the “grandfathered” parking requirements from the original 1928 construction will be looked at with a fresh eye.
Third: I’m sure ADA access requirements will make some kind of parking structure pretty much a requirement to permit obstacle-free access.
There are, in fact, several moderately sized lots within a 4-6 block radius. If you assume that the reopened Pacific would have 2500 seats, and 2.5 people per car travel here, that’s still another 1000 cars coming to Hollywood that haven’t done so in the not-so-distant past. When the Hollywood and Highland complex got rebuilt which includes the Chinese theater, parking was included; when the Cinerama Dome was rebuilt and turned into the Arclight Complex a parking structure replaced a large piece of flat land.
I just don’t think that whoever takes this place over and brings it up to contemporary standards can get away without doing something about the parking.
Sorry, that last comment was intended for pmiller.
Hi William, great info! Wonder if you have any memoribilia from when the theater showed the west coast premier of “2001: A Space Odyssey.” There were custom made glass panels with back-lit scenes from the movie which were in the showcases in the area around the box office. They were so striking. Would love to know where they are today.
Also wonder if you found any “KEYS” from the “Andromeda Strain” premier in 1971… the ticket people and ushers wore them on chains around their necks like the “single male” character in the film. Gosh, that’s when you remembered a movie opening!
pmiller… one question please. I understand the numerous items that are required to update the theater and make it safe and habitable. I did not know a parking structure was part of that upgrade. Is that required by the local government, or can the theater dispense with that kind of expense. There are SO MANY parking lots where classic buildings used to be, and now with the subway running under the boulevard, can’t we dispense with turning every other block into a lot? The Brown Derby, Al Levy’s Tavern, The Hitching Post Theater and even my grandmothers old house at Gower and Selma are all parking lots now.
Pacific Theatres has owned the building since around 1968, when they bought the Stanley Warner’s Southern California Theatres. As pmiller posted it will cost a pretty penny to restore. Pacific Theatres has been wanting to sell the building for over 15 years now. One problem is it was the only theatre in Hollywood that was multiplex or cutup. The job was done in the first half of 1978. The other three major theatre remodels were the Chinese Theatre in the mid 50’s for CinemaScope, El Capitian in early 40’s tobe remodeled into the Paramount and the Egyptian Todd-AO in the mid 50’s & again in 1969 for D-150 install. The Hollywood Pacific’s original auditorium has been hidden for the last 27 years. If you stand on stage behind the screen you can see the cutout on the front of the stage lip that they did for Cinerama.
I was one of the last projectionists to work that theatre before Pacific Theatres closed it down. I still have a few momentos from the Warner Cinerama Theatre days from the booth. And when they converted the upper lobby original light fixtures to vandal proof fixtures.
My July ‘04 comment about the restoration costing $40 million was a semi-educated guess which includes the following considerations:
theaters
historic appearance
All of these repairs and upgrades must conform with Los Angeles Conservancy practices which will require consideration of the historic nature of the facility.
And those are just the most obvious issues. While other theaters may be “restored” for less money, they may have had monies invested in them over the years. This facility, however, has had little, if any, work other than the demising into a multiplex in 1979.
I’m figuring the asbestos abatement alone at $5 million and that has to be the very first thing to be done. There are three huge steam boilers and hundreds of feet of asbestos covered piping running throughout the building. You’ve got to remember that in addition to the theater itself, there is a four story office building and a number of small stores within the outside walls of the building, all of which will require attention.
It is certainly doubtful that after such a restoration of a 2500+ seat facility, with both stage and screen, you could effectively recover the costs of renovation. I’m sure that’s why it had been dormant all those years.
We are using it for our purposes of testing and research and occasional special screenings without having to go into the infrastructure. Someone else that wants to reopen it, won’t have that freedom.