Avalon Theatre

Originally part of the Loew's circuit when it first opened, the Avalon became a Century theater about a year of two later. It closed in 1980. One of the auditoriums in the Loews Lincoln Square is named after this former Brooklyn movie palace.

The Avalon on Kings Highway and East 18th Street now houses a C.V.S. store and offices on upper floors.

the theater's last movie was Raging Bull, and was one of the many theaters that once populated Kings Highway or were just off Kings Highway, like the Kingsway, the Jewel, the Highway, the Nostrand, and the Marine.

My cousin was the chief projectionist at the Avalon from 1936 until it closed in 1982.

It was there I learned the projection craft from 1976 - 1978.
Until the theater's closing day, the booth was equipped with (and ran) three machines.
The configuration was as follows:
Simplex X-L picture heads.
RCA MI-9030 soundheads.
Ashcraft Cinex Special Arc Lamps. They burned a 13.6mm positive, and 9/16" negative.
The first Kelmar solid state theater sound system. Changeover was accomplished with "Raysistor" modules. The power output was 25 watts.
Non-sync music was played on a Garrard turntable.

Until its closing day, the Avalon ran with a travelling curtain. The show always included 2 or 3 trailers, a cartoon, and the feature.

A lot of fond memories in an industry that has forgotten its sense of showmanship.

The Avalon Theatre opened in Brooklyn in 1927. Designed by Samuel Cohen, the auditoriums seated 2,100 and featured a Robert Morton “Wonder Organ”. The ornate movie palace survived a half century, then closed in 1980.

The Avalon had an unusual beginning. Built by a local Brooklyn company as the Piccadilly, it was sold prior to opening to Loew's Theatres, which changed the name to Avalon. But Loew's was very disappointed by the Avalon's boxoffice takings and at the same time covetous of the Century-owned Prospect Theatre in Flushing, Queens, where Loew's had no outlet. Loew's offered to swap the Avalon for the Prospect, but Century considered it an unequal trade. Loew's finally offered to add another of its lesser Brooklyn theatres, the Manor, to the deal. Century agreed, but only under the condition that the grosses of all three theatres would be "pooled" and that Loew's and Century shared 50-50 in any profits that were made. That arrangement lasted from 1928 until the early 1950s, when Loew's had to "divest" the Prospect because of the Federal anti-trust decree against the company. The Prospect reverted to Century, which also kept the Avalon and Manor (by then re-named the Vogue) because Loew's couldn't have taken them back even if it had wanted to.

Listing should be changed to: Loew's Avalon

Even though it first opened under Loew's management, the theatre was such a flop that the circuit ran it for no more than a year, so I disagree that it should be listed as Loew's Avalon. The Century circuit operated the Avalon for almost all of its existence as a theatre.

the avalon used to run only mgm, paramount and columbia films
i rememberthe lines around the avalon to see the jolson story in november of 1946
also the ushers who would say 'immediate seating only'
i was crazy about 'gilda' also shown in 1946
albert packman
email me at joewilson@yahoo.com

I remember living back in bklyn, late 70's the avalon played
one particular film for close to 1yr STARWARS, the original movie
even 6months into its running the lines would wrap around the
building. then around 1978 or 1979 there was a race riot on kings highway. I believe that the avalon took some damage that day
along with the restaurant that was on the northwest corner of E16th street and kings highway, and many of the stores under the "L" for the D train. those were some crazy days back then.

What a beauty of a theatre. Balcony was so steep, if you tripped in the last row it meant certain death. The K2 of balconies. "Filled in" here for managers off days. Must of ran strictly 20th Century Fox product- worked both "The Rose" and "All That Jazz". Huge white elephant for Century - never did any business. Booking and business compromised by Centurys other "big" theatre Kingsway - only a couple of blocks away. Closed somtime in '81. Parking was at a premium here and also at Kingsway. Kingsway did big business. One of those inscrutable things. Theatres only blocks apart - one sucessful , one not.

The Avalon was part of this showcase in 1965
http://i8.photobucket.com/albums/a13/ChmnofBrd/DieDieMyDarling.jpg

When I was growing up near Kings Highway and Ocean Avenue there was a choice of so many fine movie theatres big and small: the Avalon, the Kingsway, Triangle, Jewel, Vogue, and more. People of all ages went to them at least once a week. And then we'd subway on Saturdays to Manhattan to glory in the further splendors of the Roxy, the Capitol, the Paramount. etcetera, Now I see from these pages they are ALL GONE! Are there any movie theatres left in that big busy neighborhood AT ALL? Aside from those who read "Cinema Treasures", will anyone growing up today even know such things existed?
And can anyone tell me what was the source of that distinctive and exciting movie house smell? I'm not talking popcorn--I used to think it was the smell of Film. Francesca

I've never been to this theater as far as I know, but I wanted to say reading the comments on this site really makes me long for those "good old days!" Huge elegant theaters, CURTAINS actually opening up to reveal the screen, stucco walls and other decor, and sometimes even a cartoon or Three Stooges short! I even miss the old "pre-dolby" booming sound of these old theaters. I also checked out the Die! Die! My Darling ad, even the ads seemed better back then!

A couple weeks ago I saw Revenge of the Sith at the Empire 25 theater on Times Square. Nice little auditorium (very little), plus they ran this 15 minute reel of promos, live theater ads and actual commercials! God it was like being home watching cable tv. Then the lights went down and I figured the movie would start--no such luck! 10-15 minutes of mind numbing trailers! One or two would be okay, but they seemed to go on forever! Then after the movie ended and the lights went up, I stayed a moment to check my pager for the time, only to have an usherette politely telling me i had to "exit" the theater (like I really want to stay and watch that promo reel again!) Sheesh, hurry everyone out of the theater so the crowd of three can go in for the next "performance."

You're right talkinpix, the industry really has lost its sense of showmanship :o(

I had been to that theater several times in the very early 80's. Does anyone have interior pictures of the Avalon?

On March 23, 1928 a C/O was issued for a new building at 1714-26 Kings Highway. Purpose of building: 2038 seat motion picture theater. Owner listed as The Maxthan Realty Co. Architect was M.Klein. In June of 1983, a drugstore is located in this building.

This was no "Sound of Music"
http://i8.photobucket.com/albums/a13/ChmnofBrd/Movie%20Ads/songofnorway.jpg

I have some really nice shots of this theater on slides somewhere. When I was graduating from Madison High Shcool in 1974, I took them as part of a senior show I was putting together, which ultimately never came off. Finding them is not going to be easy, but I know they're here somewhere. I'll look for them. As for the Avalon, I loved that place. it was big, clean comfortable and had a great screen and sound system. It killed me when it closed, another victim in the dismantlement of the Century Theaters chain.

I remember seeing "The Turning Point" and "Who Is Killing The Great Chefs Of Europe ?" at the Avalon. Kings Highway was great in those days ! Also saw "Sweet Charity" and "Paint Your Wagon" at the Kingsway: big movies & big theaters !

I made out with many a girl in the balcony. You could get lost up there. The balcony was so big and the screen seemed so small from the last row .

Four photographs of the Avalon Theatre I took in July 2006:
http://www.flickr.com/photos/kencta/198923862/
http://www.flickr.com/photos/kencta/198924217/
http://www.flickr.com/photos/kencta/198924655/
http://www.flickr.com/photos/kencta/198924917/

Thank you Kenroe for posting those photos but none of them show the actual Avalon Theatre., although there is one photo of the Pearl Theatre in Manhattan where I have a subscription.
I have an old postcard of Kings Highway at 15th Street in the 40's which shows the Kings Highway Savings Bank and the stores and in the distance the real Avalon Theatre. I even made a color collage of that terrific street. But I have no idea how to post a photo on the internet.. I am on a Mac.
Francesca

Sorry francesca, but I beg to differ with you, The four photographs I have posted above are most definately the Avalon Theatre building as it looks today in 2006.

Two photographs I took in July 2003:
http://www.flickr.com/photos/kencta/199086205/
http://www.flickr.com/photos/kencta/199086716/

Francesca, those photos do show what remains of the exterior of the Avalon Theatre on Kings Highway in Brooklyn. God only knows what remains of the interior, part of which has been converted to retail use and premises for Touro Business College. I doubt that Loew's operated the Avalon for even a year. The Avalon proved a terrible mistake because the area was already "over-seated" with other theatres. Variety reported that it was the first Loew's theatre in the Greater New York area to be dropped by that circuit. Loew's traded it, along with another Brooklyn flop called the Manor, to Century in exchange for Century's Prospect in Flushing. Century later changed the name of the Manor to Vogue.

I didn't mean to deny that the photos weren't the Avalon Theatre BUILDING. I just meant that it no longer was a theatre as far as I could tell. Not Kenroe's fault--it had been destroyed as a movie house and made into a mini-mall. I must be sentimental, but I remember a nice Avalon marquee and side displays of scenes from the current films. When I went to the Avalon as a child, it was always jam-packed but that was before everyone had TV and I guess people stopped going. Ironically, much later I lived in Flushing and went to the Century's Prospect there. I think that closed down, too. As did the RKO Keith which set me on this trail. I must be bad luck for movie theatres. Francesca

Francesca, not even the building remains standing on the site of the old Prospect on Flushing's Main Street. It was cruelly torn down in the late '80's or early '90's and replaced by a horrendously ugly mixed use building.

That's why there is this Cinema Treasures place. Francesca

Elvis was nearing the end of his movie career when his pictures opened as the bottom half of a "B" double bill
http://i8.photobucket.com/albums/a13/ChmnofBrd/Movie%20Ads/FlareupTroubleWithGirls.jpg

1930 circa photo showing vertical, interesting base:
http://brooklynpix.com/photo1/M/midwood53.jpg

This is a 1964 view of Kings Highway with the Avalon Theater on the left side.

The 1972-73 Brooklyn yellow pages has a listing for the Century Theater executive office and then an indented list of Century theaters. They were the Avalon, Brook, College, Elm, Kings Plaza Twin, Kingsway, Marine, Mayfair, Midwood, Nostrand, Oceana, Rialto and Sheepshead. I have the addresses if necessary, but I'm reasonably certain that all these theaters have been well documented on CT.

Here is the Avalon Theater circa 1976.

As a former member of IATSE Local 306 it is sad to admit that due to corruption of the local, and the un-willingness of the International to protect all the local operating locals........management was able to wipe out the craft of operator......even the city of NY turned it's head.....one had to have a license to project.....today save for ten plex and up.....18 year old snot noses run the shows....a sad end to a great craft.....I was lucky to have worked all the old barns...I loved it....since the first time my parents took me to the movies at age five.....

thanks for all the comments
i hear all the wonderful stories about the old cinema... i dont think it is a cvs but rather a duane reade that occupies the avalon with some ridiculous college upstairs...
i just came from my first peak at the old jewel and left after 20 minutes..
the place is cross and the creeps were everywhere..
i went upstairs to see the "regular" films and found they had japense mind numbing story of a killer mutant fish!
anyway, it sucks i always have to head over to manhattan when i want watch a decent movie!
ciao

*gross

i was born in 81

correction,
rite aid not dueane reade...
same difference, like we dont have enough of both!

It did not have a "Wonder Morton." Those were in the Loews Valencia, the Loews Kings, the Loews 175th St., the Paradise (Bronx), and the Loews Jersey City.

Thats correct. A Robert-Morton theater organ size 3/13 was installed in the Piccadilly Theater in 1927. The five "Wonder Organs" were installed in the Loew's "Wonder Theaters".

Here's an ultra-rare view of the auditorium in the Avalon's final years, with pleated draperies across the front. In the second B&W version, if you look closely, you can see some of the original decor behind them:
http://i8.photobucket.com/albums/a18/Warrengwhiz/avalonaud1.jpg
http://i8.photobucket.com/albums/a18/Warrengwhiz/avalonaud2.jpg

I could have sworn that the Avalon showed porn in its final years. I was only a little kid, so I may be wrong or thinking of another theater. Can anyone confirm this?

I doubt if the Avalon was ever a XXX venue. You might have confused it with the much smaller Jewel Theatre, which was later re-named Cinema Kings Highway. The CT listing for that theatre is currently closed due to "flaming."

Hi Warren,

Thanks for responding.

I know it wasn't the Cinema Kings Highway. I'm familiar with that theater (at least from the outside) because I had lived in the neighborhood, attended PS 238 down the block, ate at the adjacent Kings Highway Diner millions of times, etc. I'm pretty sure it was the Avalon that showed porn, perhaps for a short time. In fact, I'm embarrased to reveal that I think I can actually remember a name of one of the movies the theater was showing in the early 1980's: Sex World. I think I remember being shocked when observing that title on the marquee as I was just a little kid at the time. I wish there was a way we can verify this.

You could be right. I lost track of the Avalon in its final years. You might be able to find advertising in the Daily News and Post. I do remember that at least two of the ex-Century theatres in Queens, the Queens and Community in Queens Village, went XXX before they finally closed as cinemas.

The Avalon did NOT run XXX in its final years. Not even for a short time. I remember driving down Kings Highway from Ocean Parkway many a time, and passing the Cinema (Kings Highway)on my left-hand side, which did have a XXX venue.

Thank-you Warren for the great interior shots! Does anyone else have any photos of the interior? It would be very much appreciated.

Ahh, the Avalon. I recall seeing the movie Willy Wonka and the Chocolate Factory (my Grandfather took me) many years ago at a theater somewhere on Kings Highway, somewhere before Ocean Avenue, but I knew it wasnt the Kingsway. And I didnt remember the name of the theater. I recall that the location was replaced with a pharmacy, and it took me some research to finally find the name of this theater: The Avalon. I lived not too far away, on East 12 street. I was still young when the theater was closed, and even though I RARELY went to the Avalon (saw only a handful of movies there, and Willy Wonka is the only one I can remember seeing at the Avalon), I was saddened to see it go.