The Panamericano rolled the dice and rebranded itself from middle class Hispanic theater to a high-end art house with adjoining Festival Lounge and Buccaneer Terrace. It opened Sept. 20, 1965. The theater struggled and tried to go repertory and double-feature art in hopes of finding its way before belatedly returning to Hispanic fare. Longtime owner J.J. Rodriguez would later call the arthouse rebranding as his biggest business mistake in theatrical exhibition.
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