10840 Wilshire Blvd. Los Angeles, CA 90014 |
map |
Opened:
May 24, 1972 as a triplex by General Cinema as the GCC Avco Center Cinemas. It's on the south side of the street a block east of Westwood Blvd. The theatre is part of a 12 story office building called Avco Center that was constructed for the conglomerate Avco. See more about them at the bottom of the page. Photo: Bill Counter - 2007
Phone: 310-475-0711 Website: www.ipictheaters.com
Architects: Harold W. Levitt and Associates and Ernest W. LeDuc and Associates. They did both the theatres and the office building. The iPic renovations were by Hodges Architecture.
Seating: When it opened as a triplex it was 1,134 (Cinema I) + 424 (Cinema II) + 714 (Cinema III). The big
one downstairs was split in half in the 1990s. Now, after the much later iPic renovations, it's down to 480 seats total in 6
theatres.
70mm: Initially only the big downstairs house was 70mm capable. Upstairs it was 35 only in those two houses.
Although General Cinema was running the theatres and handling advertising from the beginning, it appears that Avco Embassy Films had their fingers in the deal, other than their parent company being the landlord. Initial listings of the grosses in Variety called the houses "Cinema I," "Cinema II" and "Cinema III" with "Avemb" listed as the operator. By October 1972 Variety was calling the three "Avco Center Cinema I," etc. "Avemb" at the time was still listed as the operator. At an unknown date that was shortened to "Avco Cinema I," etc. with "Gen Cin" shown as the operator.
The new project was included in "$187,842,000 Invested in 459 New Theatres in 1970," an article in the April 12, 1971 issue of Boxoffice. It appears that Avco, at this point, hadn't decided who would be operating the complex for them.
The May 24, 1972 opening day ad in the L.A. Times. Thanks to former Avco projectionist Ivan Rothberg for this version of the ad. He's at the
Aero and the
Egyptian these days.
An item in the May 28, 1972 issue of the Times. They didn't get Mr. Levitt's first name right. And got the capacities of II and III switched.
"Overseated & Underparked." It's an article from the October 4, 1972 issue of Variety.
Paul Rayton, former operator there, comments: "Auditorium #1 was
gorgeous. #2 was a really sweet house (in terms of dimensions and
seating), and #3, the big house upstairs, was rather long and boxy."
Original equipment: This information on the original equipment package comes from data sheets compiled in 1973 that ended in a deep, dark corner of Paul Rayton's archives. Thanks to Paul for sharing them. The six sheets this information is from are reproduced at the bottom of the page. Each booth had two V8 machines and large reels, no platters.
Cinema 1:
Projectors: Cinemeccanica Victoria 88 with 13,000 ft. reels
Lamps: Cinemeccanica Zenith 4000 40B
Rectifiers: Xetron N3X95/140, 75-140 amps
Sound: Cinemeccanica - Simplex 6/4/1
Power Amps: Electro Sonic
Throw: 97' - 7 degree angle
Screen size: 20' x 48' - no curve
Flat image size: 17' 10" x 32' 9"
Scope image size: 17' 10" x 45'
Cinema II:
Projectors: Cinemeccanica Victoria 8R with 6,000 ft. reels
Lamps: Cinemeccanica Zenith 4000 - 2500 watt bulb
Rectifiers: Xetron N3 75/95, 45-95 amps
Sound: Cinemeccanica - Simplex - optical only
Power Amp: Altec 1569A
Throw: 77' - 2 degree angle
Screen size: 17' x 34' - no curve
Flat image size: 14' x 26' 7"
Scope image size: 14' x 32' 4"
Cinema III:
Projectors: Cinemeccanica Victoria 8R with 6,000 ft. reels
Lamps: Cinemeccanica Zenith 4000 - 2500 watt bulb
Rectifiers: Xetron N3 75/95, 45-95 amps
Sound: Cinemeccanica - Simplex - optical only
Power Amp: Altec 1569A
Throw: 99' - 2 degree angle
Screen size: 18' x 38' - no curve
Flat image size: 16' 3" x 29' 2"
Scope image size: 16' 3" x 36' 6"
Speakers: Originally all Altec Voice of the Theatre. Presumably Cinema #1 opened with five A4X systems, the model with wings on the side for enhanced bass reproduction. Paul Rayton comments about #2 and 3, originally both just mono houses:
"Cinema #2 had the smaller A7s. I believe in Cinema #3 they were the A4X model. I became aware of these because on a couple of occasions, I had to climb up into the support structure to replace HF drivers. That was when I first really kind of became aware of the mechanics of the sound system there. In most all my previous locations, I'd almost always been a temp of some kind and not so involved in the systems and operations."
Masking: All three houses had motorized side masking but
top and bottom were fixed.
Curtains: There were travelers in all three houses.
Automation: Raven Labs PEC-1000
Later upgrades: When Dolby came along it was
initially a Dolby CP100 processor added downstairs, two Dolby CP50 units upstairs.
The big house was the first L.A. area theatre to be THX certified. The EQ work was finished just in time for the May 25, 1983 opening of "Return of the Jedi."
Paul Rayton notes an upstairs upgrade so all 3 houses could be 70mm capable:
"It
was around 1985 that the upgrading process began. And Clyde McKinney
was the guy doing it. The wiring for some things had to be re-routed,
and I think that was the time that they upgraded to 70mm in all 3
houses, by using the 'add-on' kits from Cinemeccanica to make the
existing V8s in houses #2 and #3 to be 70mm-capable."
All three theatres ended up with Dolby CP200 processors. Several of the houses got platters.
35/70 Cinemeccanica V-8 machine #2 in the big house. Thanks to Paul Rayton for sharing his February 1988 photo. Paul notes that when he first worked there in January 1978 they were employing two operators -- one for the big house downstairs, a second man for the two upstairs.
This model could handle 13.000 ft. reels -- and rewind on the machine. Note the large black rollers to route the film around the front of the machine. Paul comments:
"It would hold at least 4 reels of 70mm. Needless to say, when it was a 70mm print we didn't physically hoist it up there. When prepping the print, we set it up tails out, placed it on the bottom spindle, and then used the 'rewind' function of the projector to wind it to the upper reel. The 'engage rewind' operation is done with the big yellow knob seen off to the lower left of the top reel."
Robert Simonton comments:
"I was a projectionist there in 1989-90--a unique experience! No platters, 2 Cinemeccanica V-8 projectors in each booth, using big reels and automated changeovers. I ran around nine 70mm releases in that year and a half."
"Back To Back To Back." A shot of the t-shirt commemorating the May 24, 1990 run of the three parts of "Back To The Future." Thanks to Paul Rayton for sharing his photo. Michael Coate comments: "I
was there for that memorable marathon (and still have my souvenir
t-shirt and button). Part 1 was 35mm. Parts II and III were 70mm."
Twinning the downstairs auditorium: The big house had been a favorite of many moviegoers before it got split in the 1990s. Russ Jones comments:
"The downstairs auditorium was a incredible place to experience a movie in. Especially in 70mm presentations. And then GCC carved that auditorium in a bizarre 60/40 split. And never re-sloped the two auditoriums. Never forgave GCC."
After GCC: When General Cinema headed into bankruptcy,
the theatre was operated by AMC as the AMC Avco Cinemas. AMC closed the
house in December 2011 after they were unable to come to an agreement
with the landlord, Avco Corp., about the terms of a new lease.
Status:
The impending arrival of Florida-based iPic Theaters was announced in August 2012 with Westwood Patch breaking the news. The building was renovated to become a luxury 6
screen cinema with food service in the auditoria as well as a full
service restaurant, Tanzy. It's now called the iPic Westwood.
Mark Lester shared the news in his August 2012 LA Observed story:
"The six-screen complex will replace the Avco on Wilshire Boulevard and should provide a little boost to an area that has seen numerous theatre closures in recent years. This will be the second Southern California location for iPic Entertainment... The theatre will also have an Italian restaurant. I hope it's a long lease. From Westwood Patch.
"Steve Sann, president of the Westwood Community Council, said the news about iPic's lease is a 'very positive development' for Westwood Village. 'We're thrilled to see movie theatres come back to Westwood Village,' Sann said. 'We used to have 18 screens and now we're down to three. This will take us up to nine.' While admission prices have not yet been finalized for the Westwood theater, iPic offers two tiers of tickets: a Premium seat ($14-18) and a Premium Plus seat ($24-28). The premium ticket includes a comfy chair, but it does not recline and guests purchase any additional drinks or food and bring it to their seats themselves. The premium plus ticket gets the reclining seat and the 'ninja-like,' in-theatre service."
It had been scheduled for an early 2013 opening. Mark Lester's May 2013 LA Observed story noted construction delays:
"Turns out that the old Avco multiplex on Wilshire Boulevard has all sorts of asbestos issues that need to be dealt with, which means that the six-screen iPic Entertainment complex is in a holding pattern. This is one of those high-end operations, with extra-comfy seats and a waitstaff that will serve drinks and meals during the film. Along with those amenities are higher-than-usual ticket prices (up to $28).
"iPic's other Southern California property is in Pasadena. The company's CEO, Hamid Hashemi, says he's hoping to open for Thanksgiving, but no guarantees (given the city's penchant for permitting delays, a 2014 opening seems more likely). The complex was originally set to be completed early this year and then it was moved back to summer. Construction had gotten started before the asbestos problem cropped up."
The iPic opening eventually happened on May 2, 2014.
The company filed for Chapter 11 bankruptcy in August 2019. With many competitors on the scene offering some of the same amenities such as in-theatre dining and reclining seats, the company found $32 tickets an increasingly hard sell.
Hollywood Reporter and
Variety both had the story.
The theatres stayed open while the company pursued a financial reorganization. At the time they noted that a sale was also a possibility. At the time of the filing, iPic had 123 screens at 16 locations, including the iPic Pasadena. Today, both are still open and doing well.
Interior views:
Inside the entrance doors and looking along the bar. It's a 2011 photo. Thanks to Phil Marlow for sharing this one as well as the others appearing here on
Cinema Treasures.
Another angle on the main floor bar. Signage directing patrons to Cinema 1 and 2 is down at the end. Photo: Phil Marlowe - 2011
Another lower lobby shot. Photo: Phil Marlowe - 2011
The entrance to Cinema 2. Photo: Phil Marlowe - 2011
The house left half of what had once been the big auditorium. It's a 2008 photo from Scott Neff on
Cinema Tour.
The west stairs. Photo: Phil Marlowe - 2011
Heading to the landing for Cinema 3 and Cinema 4. Photo: Phil Marlowe - 2011
A look back toward the stairs. Photo: Phil Marlowe - 2011
A street view from upstairs. Photo: Phil Marlowe - 2011
The upper lobby. Thanks to Scott Neff for sharing hos 2008 photo on
Cinema Tour.
The upper level bar. Photo: Phil Marlowe - 2011
Looking west toward the Cinema 4 entrance. Photo: Phil Marlowe - 2011
The screen in Cinema 4. Photo: Phil Marlowe - 2011
The rear of Cinema 4. Photo: Phil Marlowe - 2011. Thanks Phil!
After the iPic renovations:
A post-renovation boxoffice area photo from the
iPic website.
A post-renovation auditorium photo from the
iPic website.
More exterior views:
1977 - An Associated Press "Star Wars" photo published in June. Alison Martino had it as a post on her Facebook page
Vintage Los Angeles. The film opened May 25, also playing at the
Chinese.
1977 - A Fitzgerald Whitney photo appearing on Calisphere from the UCLA Los Angeles Times Photographic Archives. People are
reading "Fun in Space," a review of "Star Wars" posted in the theatre window.
1978 - Thanks to Ken McIntyre for sharing this photo in a post for the private Facebook group
Photos of Los Angeles. It also popped up on the
Classic Hollywood/Los Angeles/SFV Facebook page.
1979 - "Alien" had arrived. Thanks to Bill Gabel for finding the photo for a post for the
Photos of Los Angeles private Facebook group.
1992 - A shot from a one minute video clip that Richard DuVal shared with the
General Cinema Memories private Facebook group.
1992 - Another shot from the video clip. Thanks, Richard! Tim Pendleton commented: "That
was George Lucas’s favorite theatre back in the day, and was the first
commercial theatre with THX. It also had a green room due to all the
premieres and special showings it had."
2008 - By this time it had become an AMC operation. Thanks to Don Solosan of the Los Angeles Historic Theatre Foundation for this photo.
www.lahtf.org |
LAHTF on Facebook
2009 - Thanks to Marc Wanamaker for this photo. It's one appearing in his Arcadia Publishing book "Westwood." There's a preview of the book to browse on
Google Books.
2009 - It was a week to see "Wolverine," "Night at the Museum: Battle of the Smithsonian" and "State of Play." It's a May photo from Richard DuVal, one that he shared in a post about the theatre on the private Facebook group
General Cinema Memories. He later posted it for the public group
Cinema Treasures.
2010 - Thanks to Richard DuVal for this July photo.
2015 - A view of the building revamped as the iPic. Thanks to Alison Martino for sharing the photo on the
Vintage Los Angeles Facebook page. She added it as a comment to her post of a "Star Wars" opening day photo.
2015 - A night view from the
iPic website.
The Avco Cinemas in the Movies:
We see the Avco along with four other Westwood theatres plus a
finale at Grauman's Chinese in Vernon Zimmerman's "Fade to Black"
(American Cinema, 1980). It's a tale of an unhappy film buff on a
killing spree. Thanks to Colonel Mortimer for the screenshots.
A "Fade to Black" view of the Avco signage for "All That Jazz." Thanks to Jonathan Raines for researching the film. See the
Historic L.A. Theatres in Movies post for shots of the other theatres from the film.
The 1973 equipment data sheets. Many thanks to Paul Rayton for sharing these. He notes that the vintage "all-purpose" graphics certainly don't bear much resemblance to a Cinemeccanica profile and the "proscenium" image was also a bit outmoded in reference to this complex.
Cinema 1 --
Cinema II:
Cinema III:
More information: See the iPic Westwood page on Cinema Treasures. The Cinema Tour page has some nice photos by Scott Neff and Bob Meza. There's a small 1998 shot of the Avco on the page about Westwood Theatres on the site Roadside Peek.
Avco Embassy: Embassy Pictures was an independent distribution company founded by Joseph E. Levine in 1942, initially distributing foreign films before branching out into production. It was bought by the conglomerate Avco in 1967 and became branded as Avco Embassy. Levine exited in 1974 after a few flops and the company took a break from films after 1975.
Avco sold it to Norman Lear and his partner Jerry Perenchio in 1982 and the studio started doing TV work. Lear and Perenchio sold Embassy to Coke in 1985 and they unloaded it on Dino De Laurentiis the same year, but kept the TV division. See the Wikipedia page on Embassy Pictures. Thanks to Paul Rayton for his research. He had an Avco National Bank Visa card when he worked at the theatre.
Avco: The company is now a defense industry conglomerate, a part of Textron since 1984. It was started in 1929 as the Aviation Corporation. Their airline division became American Airlines. Over the years, in addition to the film business, they also acquired companies involved in broadcasting, farm machinery and financial services. Known since 1947 as Avco Manufacturing, they rebranded as Avco Corporation in 1959. See the Wikipedia page on Avco.
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