Loma Theatre

This looks similar to the Clyde, aka Quimby, Theater in Fort Wayne, In.

No, you didn’t. I posted that for the Lux in New Mexico. Some crossed wires, I guess.

Bookstar has also taken over the Studio City theater in Southern CA. I wonder if they target old theaters, or if it’s just coincidental.

The Grand Opening was on 24 May 1945. Admission was the purchase of a $100 War Bond.
The opening attraction was ‘Diamond Horseshoes’ starring Betty Grable.

This was one of San Diego’s finest venues. That neon shot posted by Lost Memory is worthy of San Diego’s being a bedroom community to Tinsel Town 125 miles north.

I was only a patron twice, once for a fairly memorable Speilberg movie, “E.T.” in ‘82, and the other for a not-so-memorable one in 1980, “The Blue Lagoon.”

I’m impressed that Bookstar had and still has the vision of the Loma’s eventual restoration. Sadly, that day may never come. In my 28 years here, I’ve seen this city slide into a severe no-culture zone. There are small exceptions, but overall, it’s all ancient history to the powers-that-be and to many current residents.

Uno mas:

http://sclee.library.ucla.edu/004/03/i0040302.jpg

Thanks for filling in those blanks for me, Ken and Michael, and in such expedient fashion…

The Loma Theatre closed in 1988. One of its last operators, if not the last was Mann Theatres. In its heyday it was part of the Fox West Coast Theatres chain.

“The Sound Of Music” played at this theatre for 133 weeks!

Do not hesitate to go into the Loma Theater today. To the credit of Bookstar, the current tenent, they have left the interior intact and some day this theater could easily be restored once more. The interior is just fine, and the wall decorations are still there and very impressive. If a theater can’t be used for it’s intended purpose, this is the next best use in my book, since it keeps the theater in use and the decoration relatively intact. The interior is still awesome.

This theatre is one of some 200 that could be described as “Skouras-ized For Showmanship” which is the title of the ANNUAL of 1987 of the Theatre Historical Soc. of America. In the late 1930s through the 1950s, there occurred on the west coast of the United States a phenomenon known as the ‘Skouras style’ in recognition of the oversight of the Skouras brothers in their management of several cinema chains. They employed a designer by the name of Carl G. Moeller to render their cinemas/theatres in a new style best described as ‘Art Moderne meets Streamlined.’ The then new availability of aluminum sheeting at low cost was the principal material difference to this style allowing for sweeping, 3-dimensional shapes of scrolls to adorn walls and facades in an expression that would have been much more expensive and not at all the same in plaster. With the use of hand tinted and etched aluminum forms, the designers could make ornaments in mass production that allowed much greater economies of scale. The ANNUAL also show in its 44 pages how some 20 theatres were good examples of this combining of aluminum forms with sweeping draperies heavily hung with large tassels, and with box offices and facades richly treated with neon within the aluminum forms. Few of these examples survive today, but it was a glorious era while it lasted, and this collection of crisp b/w photos is a fitting epitaph by the late Preston Kaufmann.
PHOTOS AVAILABLE:
To obtain any available Back Issue of either “Marquee” or of its ANNUALS, simply go to the web site of the THEATRE HISTORICAL SOCIETY OF AMERICA at:
www.HistoricTheatres.org
and notice on their first page the link “PUBLICATIONS: Back Issues List” and click on that and you will be taken to their listing where they also give ordering details. The “Marquee” magazine is 8-1/2x11 inches tall (‘portrait’) format, and the ANNUALS are also soft cover in the same size, but in the long (‘landscape’) format, and are anywhere from 26 to 44 pages. Should they indicate that a publication is Out Of Print, then it may still be possible to view it via Inter-Library Loan where you go to the librarian at any public or school library and ask them to locate which library has the item by using the Union List of Serials, and your library can then ask the other library to lend it to them for you to read or photocopy. [Photocopies of most THSA publications are available from University Microforms International (UMI), but their prices are exorbitant.]

Note: Most any photo in any of their publications may be had in large size by purchase; see their ARCHIVE link. You should realize that there was no color still photography in the 1920s, so few theatres were seen in color at that time except by means of hand tinted renderings or post cards, thus all the antique photos from the Society will be in black and white, but it is quite possible that the Society has later color images available; it is best to inquire of them.

Should you not be able to contact them via their web site, you may also contact their Executive Director via E-mail at:
Or you may reach them via phone or snail mail at:
Theatre Historical Soc. of America
152 N. York, 2nd Floor York Theatre Bldg.
Elmhurst, ILL. 60126-2806 (they are about 15 miles west of Chicago)

Phone: 630-782-1800 or via FAX at: 630-782-1802 (Monday through Friday, 9AM—4PM, CT)