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When they duel book titles with the Chinese, Arclight Hollywood still pulls in much larger audiences; plus, they receive money from booking the Chinese/the benefits of being able to book an additional house with the tittle. On those occasions when a movie is only booked at the Chinese, the Arclight Hollywood usually has a full slate booked for itself, receives money from the Chinese booking, and reaps the booking perks of having that house available for the movie. It’s a win/win for the Arclight/Pacific group, as the Chinese doesn’t impact their business levels to any notable degree, pays them for booking, and provides another venue to shore up their buying clout (a high profile venue at that).
markinthedark – “So essentially does this mean Pacific/Arclight books and manages the place and splits the profits (if any) with the owners?”
Pacific/Archlight is just the “film buyer” and likely has a marketing deal in place too (i.e. why the Chinese is included in their advertising). The Chinese has its' own management, staff, etc. Many independent operators utilize outside “film buyers”, as there is more leverage through pooling resources (i.e. the more theatres, the greater the buying power). Smaller operators often contract out their purchasing, human resources, etc. for the same reason.
The new marquee above box office is in place. Currently (4/25/14), the “TCL Chinese Theatre” branding runs through an animated light cycle, but the main body of the sign hasn’t yet been activated. As with the recently overhauled box office, this remodel is a significant upgrade and creates a much more prominent visual presence for ticket sales.
I’m guessing the theatre was located on the front left side of what is now the Author Services Building (formerly The Hollywood Savings & Loan Building and one time home to The Hollywood Museum), near the former church (now a Scientology education center). In that area, there are currently three street side display windows which look as if they may have been storefronts at one time. The current facility contains a live performance theatre, but I’m not sure where it’s located in the building/if it has any relation to the one time cinema.
In addition to Richard’s, this building also housed the Sin-O-Rama Adult Arcade Theatre, at 5531 Hollywood Blvd. (likely little more than a “loop” booth operation).
Prior to being known as the Gershwin, the primary building operated as the St. Francis Hotel; a notorious “flophouse” where James Earl Ray (Dr. Martin Luther King Jr.’s assassin) lived for the four months leading up to his crime.
The same operator may have run another adult theatre a short distance from this one. The Bruce Torrence Hollywood Photograph Collection has a photo, dated 1974, which depicts Richard’s #2 Adult Theatre wedged in a storefront, between a Thai restaurant and “Danny’s Big 20”. The theatre’s sign depicts two female silhouettes, so I assume the venue ran straight adult programming. The building depicted appears to be the structure which still stands at 5533 Hollywood Blvd (currently the Gershwin Apartments).
The Odyssey Theatre Ensemble was founded in 1969 (they’re still around). While not providing a year, the newsletter recounts the group’s productions of “Three Penny Opera” and “The Serpent”, followed by three months of inactivity/hardship, and a pending “February 11” opening for the cinema. A search online came up with their Serpent production taking place in the Spring/Summer of 1970. So, I’m assuming the cinema opened on February 11, 1971.
Macerich, the company which owns the Cerritos property, mentioned the following in their Q4 earnings call:
“At Cerritos, we also announced two additional new anchors. One is the re merchandising of the old Nordstrom store that had been relocated a couple of years ago to a brand new store. That will be a theater, Harkins. And also, we announced that Dick’s will be occupying space there. That’s targeted for fall of 2015 opening.”
They’ve almost finished the box office remodel. While still in the same location (adjacent to Hollywood Blvd. sidewalk), it is now much more prominent and wraps around the corner, in to a street side entry (entrance which provides access to the escalator on the right and Grauman’s on the left). A definite upgrade from the somewhat inconspicuous configuration which existed previously.
The Loge, along with the neighboring Brookhurst Theatre, was razed on 2/27/14.
The Brookhurst and Brookhurst Loge structures (along with the adjacent wig store, restaurant, offices, and bakery) are now a large pile of rubble. They basically demolished all of the units in the southwest corner of the property (everything to the left of the post office). Currently, the only remnant of the theatre is a sloped earth pit where the auditorium used to stand. The sign hanging on the fence surrounding the demolition site merely states that “pads” are available.
The Brookhurst and surrounding property were razed last week.
Looks like Fullerton is about to enter it’s fourth incarnation, as the theatre will be undergoing a conversion to AMC’s “dine-in” concept this year. I’m unsure if the plan is for both sides or only the “classic” side, but they’ve posted the application for liquor license notice on both structures. I would assume the long vacant restaurant space, attached to the “classic” side, will be converted in to a kitchen. There is also a vacant coffee shop (prior to that an arcade) attached to the “classic” side; perhaps, they’ll convert that to a lounge or bar. Both the restaurant and coffee shop units are part of AMC’s lease.
bigjoe59 – There has been a noticeable increase in business. Still far short of the levels the theatre should be doing/once did, but movement in a positive direction, none the less. Just having decent bookings once again has helped.
As for Arclight booking the Chinese complex; it’s not all that surprising. There are many small operators that utilize larger chains and co-ops for bookings, purchasing, etc.It’s a win-win for both sides, as greater numbers mean greater buying power.
The Vine has taken down it’s marquee advertising (rental information), removed the assorted notes that were posted in the box office, and stopped hanging posters in the entryway cases. While I haven’t noticed anything in the media, this would seem to suggest the theatre has fallen dormant once again.
The current incarnation of this venue is a very barebones/DIY sort of operation; the overall experience comes across like a long shuttered theatre being reopened for a night by some enthusiasts. Access to the theatre comes via a public parking lot and rear alleyway. As the theatre originally utilized the main Egyptian’s box office, the, now separate, Arena is forced to make do with a folding table in the entryway for ticket and concession sales. Aside from the auditorium, the interior stands relatively unchanged, looking every bit the worn/modestly maintained 70’s add on. The shallow auditorium is heavily modified from its cinema days and now appointed more for live theater than movies. Seating is listed at 99, but the slightly terraced rows appear to seat closer to 50. Presentation quality is more reminiscent of home movie night than commercial cinema, but befitting the indie programming. From what I’ve seen, the theatre experiences relatively healthy business, given its alternative booking and limited seating capacity.
As of 2013, this entire block continues to house five independent live theaters (and a rather humorous statement on indie theater life, with a liquor store capping “theater row”). It appears the complex is the result of neighboring retail spaces being converted to theater use.
The building the theatre is housed in was built in 1919.
Interesting trivia related to this building: In the mid to late 70’s John Holmes was utilizing 5466 Santa Monica Blvd. as his business mailing address (currently the discount store located next door to the Tiki Theatre, but likely some sort of message/postal box service in Holmes' day).
Over the past month, they’ve boarded over the theatre and office space entrances, removed an old tobacco store sign, and “blacked out” the street level units. Whether this is a sign someone is about to undertake some work on the property or merely the final stage of “mothballing” the building is a mystery (i.e. nothing has been mentioned in the media).
dctrig: as far as the ceiling goes, it looks different because they switched over to LED lighting; bringing out a lot of the detail which was not as visible under the previous incandescent lighting.
Walking by this afternoon, I noticed they’ve added a metal “TCL Chinese Theatres” sign directly above the main doorway. Between a work ladder still being adjacent to the area and my not noting it before (I walk by the theatre almost daily these days), I assume this was just installed. While not overwhelming or obnoxious, it does seem to look a bit out of place (in my opinion). I’ve uploaded two pictures.
Yikes! That would be a terrifying welcome.
Regarding the whole IMAX issue: In the end, the theatre will have a larger screen and, more importantly, competitive bookings. Whether the branding attached to that is IMAX, ETX, IDX, XD, or Giganto-Vision is a moot point. I would much rather see the Chinese thriving with “IMAX lite” than struggling without it.
Jerry Lewis Mini Cinemas caught on for a time. The company, a partnership between Jerry Lewis and the Network Cinema Corporation,were in business from 1969 to 1980. At the company’s peak (mid 1970’s), there were roughly 200 franchised theatres operating and another 100 pending development. It was more a case of an idea that did catch on but couldn’t be sustained.
In the 1970’s, Debbie Reyonlds was almost the universal “go to” celebrity for grand openings and promotions. You’ll find her name attached to countless theatre openings from the period. At the time, she was attempting to pull herself out of financial distress (husband Harry Karl had gambled away her money)and she was willing to lend her name/presence to nearly any paying gig.
Originally opened as Sardi’s restaurant in 1933. After a fire, it reopened as a nightclub. Then, it became the Cave adult book store/theatre. After that, it became the Hollywood Cabaret strip club. Now, it’s the Deja Vu Showgirls strip club. It should probably be listed as “closed”, as the building’s current incarnation doesn’t show movies or even have a screen in place.