Strand Theatre

The L.A. County Assessor says that the Strand was built in 1928/1929.

Here is an item about the Strand’s owner Paul Swickard from the April 7, 1945 issue of Boxoffice:

“J. Paul Swickard, like most ‘native sons,’ has been a booster not only for California but for that state’s great industry, motion pictures. In 1917 he operated the University Theatre and 14 years later the Strand, Los Angeles, a 1,000-seat house, his present property. A resident of San Marino, Swickard is a member of the Masons and Rotary Club. Married, he has three sons, all in uniform: J. Paul jr., and Donald R. with the army, Ross H. aboard a submarine.”

Just found out that my Dad was an usher at the Strand in the 1940’s. A great Father’s Day tale but I need to find out more info.

Thanks for sharing those memories here!! I really enjoyed them.

STUNNING !!! THANK YOU !!

From “Ask Chris,” a column in Los Angeles magazine, June 2009:

“The Strand Theatre opened as a neighborhood movie house in 1929 and soon became a center of Eastside kid culture. Cowboy star Buck Jones had a Ranger Club of almost 4,000 ‘courteous and obedient’ youngsters headquartered there. One of the Rangers' activities was to invite celebrities like Boris Karloff and Gene Autry to write their names (and Ranger safety slogans) in wet cement in front of the theater. When the Strand closed in 1952, owner Paul Swickland removed the cement blocks and used them to pave his San Marino patio. About a mile west of the former theater I found slabs autographed by Tom Mix and Tonto (their fragile state and my Ranger Club oath forbid me to reveal the location). As for the building, it’s now owned by the L.A. Archdiocese.”

This 1990 LAPL photo shows more detail than you will see in my photos from Saturday:
http://jpg1.lapl.org/pics06/00002651.jpg

Swickard’s STRAND THEATER
The NW corner off Sunol facing Whittier (now enclosed) was the location of the box office. A circular awning ran N to the edge of Whittier Blvd, with the marqui above. The front of the building had a ramp leading to the stage, on the E side (tall) portion of the building, where the complete screen and speakers were lifted for vaudville and open stage.The front of the building facing Whittier had three large billboards advertising upcoming shows, hiding most of the side of this building. It was closed in 1952 due to lack of business due to TV. This was the “home” of the Buck Jones Ranger
Band", and semi home of the “Son’s of the Pioneers” which brought Roy Rogers to fame. Numerous Movie Stars signed their names in a cement block, and some were layed around East Los Angeles.
I mentioned is the above posting, I do have a number of pictures of events held outside, and numerous stars signing the cement blocks, and some interior shots—-however, I do not know how to get them posted. Donald R Swickard

My name is Donald Swickard, son of Paul Swickard, owner of the Strand Theater, East Los Angeles. I do have some pictures of the interior or the theater, and details regarding the activities from the 29’s to the time we closed in 1952. I can be reached at Would like to share any and all details.

CALLING ALL THEATRE / MOVIE ENTHUSIASTS!!!

T'he Los Angeles Theatre' on South Broadway, LA is playing host to the UK television show ‘Dead Famous LIVE’. We are currently looking for people who would like to come along as part of the studio audience.

‘Dead Famous LIVE’ is a studio entertainment show all about Hollywood History and the paranormal. We will be welcoming celebrity guests on to the show and investigating famous locations around Hollywood which are rumoured to be haunted including the Los Angeles Theatre itself.

This is an invaluable chance to get access to the Los Angeles Theatre, the place where Charlie Chaplin’s ‘City Lights’ premiered in 1931 and to have a thoroughly great day out! (And its free!!)

We’re transmitting ‘Live’ back to the United Kingdom so expect it to be exciting and fun!

We will be filming on three days from 11th – 13th November between 11.30am – 4pm. If you are interested in coming on one or all of these days then email me for tickets!

.uk

I look forward to your responses!

The photo above shows the huge stage house and the low side wall of the building. (It looks rough because buildings that backed onto it have been demolished). The main front of the theatre is to the right, off camera. Also in faded painted letters written on the flytower (almost visible in the photo) is a line of script with the wording ‘Home of Vitaphone Pictures’….there is more but it is too faded and not readable today.

Now it looks like a prison camp with all the concrete smeared on it.

According to my Grandmother, the building is intact.

My parents business was near there and in the 30’s and 40’s The Strand was a big venue. My mother talked about vaudeville there as a child. My mother graduated in 1937 so that gives you a time frame. As a child she saw shows there. The R Streetcar made its turn there and that made it a busy place. In front of the theatre was footprints of Trigger and Roy Rogers and other Western Stars. In the late 50’s I used to go and look at them. I was told by my Uncle that they were removed during the night. The Strand became a button factory. My mother said it was always packed as a child. I remember a sign the last time films were shown. The Marquee said A Streetcar Named Desire and Viva Zapata. Under that sign it said CLOSED HOME WATCHING TELEVISION TOO. It was the early 50’s. I believe 1950? In the late 20’s it was a big Italian section and they loved live shows. My mother was Will Rogers there.