105 E. Houston Street,
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Opened in 1926 for the Publix-Paramount chain, this large downtown theater was designed by the Boller Brothers firm, and was done in Spanish Colonial and Rococco style. Its fantastic terra-cotta facade, complete with columns and multicolored arches decorated with gilded medallions, in addition to its huge vertical marquee, were as spectacular as the interior, which was one of the city’s finest movie houses of the 20s, along with the Empire, Aztec and, later, Majestic Theatres.
Hailed by Publix as ‘San Antonio’s Two-Million Dollar Showplace’ when it opened, it was the site of the premiere of Paramount’s “Wings” less than a year later, which was filmed near San Antonio. Stars Buddy Rogers and Clara Bow were both in attendance.
However, after many years as a successful first-run house, even thriving during the Depression era, the Texas began to decline, and closed in the 70s. Unfortunately, just as interest in saving many of the area’s historic buildings was starting to pick up, the Texas was razed, in 1983, but its facade was salvaged, and incorpated into the modern office building built on the site. When Southwestern Bell took over the building, it meticulously restored the Texas' terra-cotta facade to its 20s appearance.
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