cinelog.org

Mention the name “Yost”, in Orange County, and most will either reference the recently reopened Yost Theatre or the venue’s many years as a Spanish language cinema. Sadly, few know of the theatre’s namesake or his former role as Orange County’s “Mr. Show Business”.

 

Born in Pennsylvania, circa 1875, Edward D. Yost entered “show business” as a mid life career change. Having spent his formative years in Kansas, operating a lucrative flour milling and cement business, Yost sold off the family’s interests and set off for California, shortly after his fortieth birthday. Arriving in the Santa Ana area, around 1917, Mr. Yost purchased Orange’s Colonial House Theater and launched a career that quickly saw him become the county’s premiere showman.

 

Overseeing a period that saw live vaudeville and silent films evolve in to the modern Hollywood film industry and “talkies”, Yost was a central figure in the Orange County entertainment scene throughout the 1920’s. Having added Santa Ana’s Clunes (remodeled and renamed the Yost), Temple, and West End theatres, to his portfolio, Mr. Yost had effectively cornered the county vaudeville scene and become the area’s first true cinema mogul. His namesake Yost Theatre was recognized as the vaudeville capital of Orange County, drawing top acts from the Pantages and Orpheum circuits, throughout the decade. The Broadway Theatre, which he opened in 1926, premiered Cecil B. Demille’s “King of Kings” and later introduced the county to “talkies”, screening the first motion picture with sound, “The Jazz Singer”. Yet, by the close of the decade he had come to dominate so, Mr. Yost decided to make one more career change.

 

Motivated by the decline of vaudeville and changing landscape of motion picture exhibition, Ed Yost sold off his local theatre empire and purchased a collection of apartment complexes in 1929. Far removed from his high profile days, as Orange County’s “Mr. Show Business”, Yost quietly managed these real estate holdings for another thirty five years; reluctantly retiring, around the age of 90, due to failing eyesight.

 

While Ed Yost’s achievements as a vaudeville and movie theatre operator have faded in to obscurity over the decades, his legacy remains intact. Today, one still finds “Yost” up in lights, welcoming Orange County theatre goers to the venue that bares his name. 

A year has now passed since Huntington Beach’s Pierside Pavilion 6 closed and, to the best of my knowledge, the site has received minimal interest from potential operators. Having taken part in a speculative walk-through, this past October, I can attest to the theatre’s “turn key” condition; remarkable for an ocean side property, that is nearing twenty years in age. However, considering the hefty lease the theatre carries, along with the many logistical issues the site has always been burdened by, it seems unlikely the Pierside 6 will be re opening anytime soon. Fortunately, the stagnant real estate market would seem to fend off any gutting/demolition efforts, for the time being.

         

         

         

         

 

While I have serious doubts the Pierside 6 could ever be successfully run as a standard cinema again, the site would appear ideal for a niche theatre. Being located adjacent to the downtown district, which already exists as an entertainment/dining “hot spot”, perhaps, one of the increasingly popular restaurant cinemas would be a nice fit. Yet, considering the facility’s rather compact design, the theatre would require some substantial remodeling and, likely, the addition of a neighboring unit for kitchen purposes, to make the concept viable. Obviously, a long shot idea within today’s economic climate.

Today marks the anniversary of Anaheim’s Century 21 theatre closing. This long forgotten cinema was profiled in an earlier post, but I thought a “then & now” look might be in order. Below is an early architectural rendering of the theatre and a recent picture of the site. 

  

 

Somewhat of a unique indoor cinema feature, the Century 21 had a drive-through box office, which was located, roughly, near the grass island, beside the silver car (as viewed in the modern picture). Thirty years ago, drive-through movie tickets, today, drive-through Mexican food.  

Amid the decades old family legacies and corporate conglomerates, that dominate the Southern California cinema landscape, there exists a somewhat quirky chain that has managed to operate outside theatre industry norms for twenty five years.

 

Founded in 1984, Krikorian Theatres were inspired in to existence via a father’s movie going frustrations. George Krikorian, a successful real estate developer and thoroughbred racehorse owner, had noted a lack of local cinema options, while attempting to take his children to the movies in the Palos Verdes Peninsula area. Recognizing a potential business opportunity, Krikorian set about launching his own theatre, in what is now known as the “Avenue of the Peninsula” shopping center.

 

The Peninsula 6 proved highly successful within a few years of opening, warranting a three screen addition and sparking the idea of launching a full fledged chain. Sticking to his alternative market approach, Krikorian focused on areas that had been ignored by traditional theatre operators, often targeting struggling retail properties that were looking to redevelop. By the early 90’s, the burgeoning chain had grown to seven theatres, primarily located in secondary markets, such as Hemet, Lake Elsinore, and Diamond Bar. While modeled within the standard cinema design of the time, each of Krikorian’s theatres featured peculiar flourishes, such as unadvertised THX certification and under built box offices, partnered with over sized concession stands. Marketed as being luxurious wonders, that served under screened communities, most of Krikorian’s venues struggled with both inefficient designs and questionable locations.

 

Falling well short of the success Krikorian experienced with his first site, the entire chain was sold to Regal Cinemas, in 1996, for $28 million and stock options. Accounts vary, as to why the chain was sold; Krikorian citing the emergence of stadium seating and a desire to launch a more viable line of theatres; insiders noting Mr. Krikorian’s mid 90’s divorce settlement as being the true cause. In any case, Krikorian’s sale proved to be an acute business move, as the original theatres didn’t survive much longer under Regal; today, only the La Mirada location remains in operation as a cinema.

 

By the new millennium, Krikorian had re launched his chain, as the more upscale and, potentially, commercially viable, Krikorian Premiere Theatres. While still retaining an attraction to redevelopment sites, the choices were a bit less adventurous, building in San Clemente, Downey, Redlands, and Monrovia. Additionally, Krikorian initiated a much more ambitious advertising campaign for the new chain, utilizing large format newspaper block ads, regular spots on FM talk radio (including a promo cut by Howard Stern), and even television commercials for new theatre openings; all relatively unprecedented, in the normally frugal world of cinema marketing. The retooled chain’s theatres also began to feature a flair for extravagance, culminating in the company’s “Metroplex” concept. The first “Metroplex” being built as part of the Buena Park Mall remodel and continuing on in to the company’s Vista, Corona, and Pico Rivera locations.

 

The “Metroplex” concept involved modern megaplexes that were designed with a classic cinema style. Featuring ornate lobbies, commissioned artwork, and top of the line amenities, the “Metroplex” theatres were intended to provide all of the conveniences of modern cinemas, while adding the luxurious experience of golden era movie palaces. However, true to the company’s tradition of missteps, the “Metroplexes” also suffered from a host of logistical problems and over indulgence. Aesthetically pleasing, but inefficient, the new theatres’ facilities struggled to serve movie goers effectively. Special touches, like Buena Park’s rooftop spotlights, went to waste, as plans had failed to consider functional issues (Buena Park’s alleged “7 mile” spotlight range was reduced to a barely visible glow against a well lit urban landscape). Luxury features, such as heavily promoted martini lounges, failed to materialize at all. And, much like Krikorian’s original chain, the choice of alternative sites resulted in uniformly disappointing attendance levels. While more pompous and grandiose than it’s predecessor, Krikorian Premiere Theatres proved to be strangely similar to Krikorian Theatres.

Despite Krikorian’s twenty-five years of missteps and misconceived grandeur, the chain has managed to survive, within a market and time period that have seen few other theatre operators remain fully intact. An eccentric little company, at odds with industry and business norms, that somehow continues on. 

Just as this February marks the fortieth anniversary of Edwards Big Newport, the month is also notable for a less celebratory anniversary, the closing of Orange’s Cinedome Theatres.

 

Opened in the Spring of 1969, as a twin-plex, Syufy’s (later to be known as Century Theatres) Cinedome was a highly popular county movie going hub for the better part of thirty years. Originally built as two, dome style, 863 seat auditoriums, the complex was regularly expanded to meet demands, eventually reaching eleven screens by 1992. Yet, even with the annual additions and upgrades, the Cinedome was always best known for it’s signature dome auditoriums.

 

Featuring 70 mm capability, stadium seating, and the day’s cutting edge audio/visual technology, the Cinedome was a frequent site for special engagements and county exclusive premieres; existing as one of the county’s more popular destinations for blockbuster films. However, the theatre was also somewhat notorious for sub par customer service, day old popcorn, and poor housekeeping, throughout much of it’s run. This dichotomy served to form two extremes within county movie going circles; those who loved the Cinedome, for it’s “over the top” experience, and those who hated the venue, for it’s lackluster service.

 

Despite having established a large cult following over the years, the Cinedome eventually fell to “progress” and was one of the county’s early megaplex era casualties. Facing increasing local competition and a freeway construction project, the Cinedome finished out it’s final years showing second run faire, before closing in February of 1999. The complex was demolished a year later and replaced by a large condominium development, which now stands on the former theatre site, beside the I-5 and Chapman. 

 

Perhaps, a theatre that has taken on more of a mythical quality with county cinephiles, through it’s absence, than what the venue truly offered in it’s heyday; but, a former county theatre that unquestionably holds a special place in the memories of countless movie goers.    

With surprisingly little fanfare, Edwards Big Newport turned forty this month. Opened on 2/11/69, as Edwards Newport Cinema, the theatre has withstood the multiplex era, megaplex era, millennium industry collapse, Edwards’ bankruptcy, and some four decades of economic fluctuation. While the complex has gone through three separate expansions and a host of upgrades/remodels, the original, “Big Newport” auditorium, has survived unscathed; still standing as Orange County’s movie going showpiece.

 

Considering how many county cinemas have come and gone or simply faded from relevance, since 1969, the Big Newport’s fortieth anniversary is a commendable milestone.   

This past year, Corona Del Mar’s long dormant Port Theatre was saved from the wrecking ball and plans were announced for an extensive remodel; promising to re launch the theatre as an upscale, lounge style, cinema. While work on the theatre began almost immediately, it soon became apparent that the building was in need of a lot more work than anyone had anticipated. By the Summer of 2008, the Port had been stripped down to the studs and the theatre has basically been a “work in progress” ever since.

 

Fortunately, The Orange County Register provided a brief update earlier this month. While the theatre’s current owner has remained unusually silent on the project, plans have leaked out for an elevator, kitchen, and potential liquor license. Of more interest, the construction company claims work will be completed by the Summer of 2009, although no concrete date has been set for the Port’s re opening.

While movie theatres have existed in Orange County for slightly over one hundred years, the first public screening of a motion picture in the county dates back to June 25, 1897. Held in the upstairs “opera house”, of Santa Ana’s 2nd Spurgeon Building, the film presented was the, March 1897, James J. Corbett vs. Bob Fitzsimmons heavyweight title fight.

 

Filmed by Enoch Rector, utilizing three 63 mm cameras, the fourteen round fight had been captured on 11,000 feet of film and transfered to Rector’s, proprietary, Veriscope projection technology for distribution. Developing in to somewhat of a national sensation, the Corbett vs. Fitzsimmons film had toured the country, via territorial licensing agreements, earning an estimated $120,000 nation wide. Perhaps, due to the territory’s licensee, the Santa Ana showing was billed as being a “Vivascope Production”, rather than the official “Veriscope”.

      

 

Proving how cyclical issues of social morals and film content can be, newspaper coverage of the day tended to focus on the film’s “brutality” and the “hideous depravity” of viewing such images. Equally reminiscent of modern cinematic controversies, many areas sought to block the film’s showing and several states attempted to pass legislation, in an effort to protect “public decency”. Yet, just as we experience today, the “outrage” and “controversy” only served to promote the film further. At Santa Ana’s Spurgeon Building, the Corbett vs. Fitzsimmons film proved, not only to be Orange County’s first motion picture screening, but also the county’s first sold out movie. 

Opened in the Fall of 1972, at a cost of $30 million, the Laguna Hills Mall has served southern Orange County for the better part of four decades. While originally built without a cinema, deferring business to the near bye Saddleback 1-2-3, a theatre was later added, as part of an early 80’s remodel. This theatre, which is about as non de script as the surrounding mall, initially involved a rather unusual business arrangement.   

 

The Laguna Hills Mall Cinema opened shortly before Christmas, in 1983, under the joint operation of Edwards and Sanborn (later known as So Cal Cinemas) Theatres. Long time competitors in the southern California market, Edwards and Sanborn were both family owned chains that had histories dating back to the dawn of the industry (Sanborn founded in 1918 and Edwards in 1930). The reasoning behind the co management was never made public, but the scenario appears to be somewhat similar to Mann’s/Edwards’ Woodbridge theatre deal, three years earlier; with the exception that Mann sold the Woodbridge, while Sanborn chose to retain partial ownership in the Laguna Hills Mall Cinema.

 

Specific details, as to which company was more dominant in the theatre’s initial operation, are a bit cloudy. The site was definitely intended as a Sanborn Theatre, as the theatre’s design was more reflective of that company’s style and early staff were directly employed by Sanborn. However, most of the theatre’s early marketing and promotion were through Edwards. As the years passed, this management picture shifted more towards Edwards and Sanborn seems to have fully stepped away from the theatre, by the early 90’s. The Laguna Hills Mall Cinema continued as an Edwards until the new millennium, but, following the company’s 2002 bankruptcy, the theatre was cast off, ending one of the more unusual chapters in Orange County theatre operation.

 

In retrospect, this bizarre marriage of competitors was likely reflective of the “eccentic” personalities behind each of the companies; Sanborn having demonstrated a long track record of non traditional operations, Edwards having existed as one of the more stubborn and competitive of theatre operators. Whatever the true reasoning may have been, the Laguna Hills Mall Cinema has a truly unique back story for such an indistinguishable theatre.  

This past week, a rumor surfaced that Seal Beach’s historic Bay Theatre is up for sale.

Built in 1947, this former Fox West Coast Theatre has managed to survive, virtually unchanged, for some sixty-two years. Having focused on art and classic bookings, since the late 1970’s, the Bay has carved out a stable niche in the Orange County cinema scene, avoiding the decline (and closure) most of it’s peers experienced during the later twentieth century. Now, with the rumored sale listing, in addition to the theatre’s 2007 removal of it’s Wurlitzer pipe organ, there has to be some concern raised, as to the Bay’s future. While it seems unlikely Seal Beach would ever allow the theatre to be demolished, a potential change in ownership is certainly something to keep an eye on.

Below are two pictures of the Bay Theatre, separated by some sixty years.