Loma Theatre

319 S. San Fernando Blvd. Burbank, CA 91502 | map |

Opened: November 22, 1923. It was on the west side of the street a half block north of Verdugo Ave. Thanks to Ron Strong for locating the 1925 photo, one that appears on his Bijou Memories page about the theatre.

It's listed in the 1924 city directory. An early address for the building was 323 E. San Fernando Rd. It was listed at 319 in the 1953/54 directory. The location was a block south of the Victory/Burbank Theatre.

A flyer announcing the opening. Thanks to Ron Strong for locating it.

The Loma ran vaudeville as well as first-run films and was the first Burbank theatre equipped for sound. It was run by Albert Fonda Minor, known as Al. It was a major venue in the Valley until eclipsed by newer and fancier theatres.

Architect: Unknown

Seating: 634 according to Cinema Treasures. When the house closed they had 600 seats to sell. 

A 1927 ad from Wes Clark's site Burbankia. Keep up with the latest finds on their What's New page.

A May 1930 program from the Burbank Historical Society. On the Cal State Northridge Oviatt Library website: outside | inside pages | 

 

 

A September 6, 1932 ad that was located by Ken McIntyre. It's one of many Loma items added as comments to a post on the Facebook group Ken's Movie Page.  Also see a little item from a movie news column about "Bring 'em Back Alive."

In 1932 Minor had a lawsuit on his hands. Thanks to Ken McIntyre for finding this item in an October 1932 issue of the L.A. Times: 

 

"Conspiracy in restraint of trade is charged in a suit filed yesterday in the Superior Court in a controversy between two Burbank theaters over motion picture films. The action is brought in the name of Bern G. Richardson and Neva H. Richardson, owners of the Burbank Theater building, against A.F. Minor, proprietor of the Loma Theater, and practically all the larger film-distributing concerns. According to the Richardsons' complaint, the film companies conspired with Minor to sell films for Burbank showing only in his theater."

In 1937 Al built the Major Theatre and in 1938 took over the Burbank Theatre, the house earlier called the Victory. In 1940 he built the Magnolia Theatre. He died in 1941. In the 1945 through 1949 editions of the Film Daily Yearbook it's his widow, Minnie Minor, listed as the owner of Minor Theatres. After Al's death the company's four theatres were managed by his son Charles. He closed the Burbank in early 1950.

Ron Strong reports that Sterling Theatres, Inc., a firm headed by William J. Kupper, Jr., bought the Minor Theatres holdings in August 1950. The firm was no relation to the Seattle-based Sterling Theatres. Charles would stay on as manager of the Loma, Major and Magnolia. Sterling had opened the Cornell Theatre in 1949 would open the California Theatre in December 1950. Within several years they sold off the Major and closed the Magnolia. And in 1955 either Sterling (or a successor company to them) closed the Loma. Charles got it back.

A 1957 Valley Times ad. Thanks to Ken McIntyre for spotting it.  

 

 

 

"Happy Days Are Here! I.Q. Movie Contest." It's a February 22, 1960 ad located by Ken McIntyre. 

 

Later in 1960 the theatre started booking more "adult" product. In 1961 the City of Burbank was debating whether or not to set up a censorship board and decided against it. The discussion was prompted by various films at the Loma about nudist colonies as well as some starring Brigitte Bardot.  

 

 

 

"At last - The picture about Altogetherness!" It's a May 1961 ad that was located by Ken McIntyre. 

In 1962 the theatre's operation was taken over by Jack Grossman's Holiday Theatres and rebranded as the Loma Art. Ron comments: "The theatre was cleaned up with fresh paint, new carpeting, and a new screen. Electrical and A/C was also updated." Charles Minor stayed on as manager. 

 

 

An October 25, 1962 article about Grossman's ambitious new policy for the theatre. Thanks to Ron for locating the article. 

 

 

"Two Women" was announced as the initial film in another October 25. 1962 article. Thanks to Ken McIntyre for locating this one.

A re-opening ad in October 1962 as the house embarked on a more sophisticated foreign film policy.  Thanks to Ron Strong for locating the ad. 

 

It's unknown how long Grossman operated the theatre. At some point it appears that he exited and, once again, Charles Minor ended up in charge. 

 

 

 

Back to the nudie product. This 1962 ad ran in the L.A. Free Press. Thanks to Ron Strong for locating it.

  

"A Fun Festival in Color!" It's a March 1, 1963 ad spotted by Ken McIntyre. At least there was a French import for the 2nd feature.

 

 

Ernest Borgnine, Anne Baxter, John Mills and Angela Lansbury in "Season of Passion." It's a March 26, 1963 ad located by Ken McIntyre. 

 

This was the end of the "art" policy." As seen in this March 27, 1963 ad that was located by Ken, it was a sudden shift to mainstream product. But business was still lackluster. There were then several openings and closings as well as periods of weekend-only operation. 

Closing: July 1963.

 A July 11, 1963 ad for the final week of operation, running  "Werewolf in a Girl’s Dormitory" and "Corridors of Blood." Thanks to Ken McIntyre for locating the ad. Ron Strong notes that the last day of business was July 16.  

 

 

The ad for the theatre's equipment in the August 5, 1963 issue of Boxoffice. A one sentence item in the August 19 issue of Boxoffice noted the closure: 

"...Charles Minor has closed the Loma Theatre in Burbank..." 

Thanks to Joe Vogel for spotting the items in these two issues. It's unknown who owned the building at this time.

Jackson Mayers, on page 193 of his book "Burbank History" (James W. Anderson, publishers, 1975), mentions that in July 1965 The Bishop Co. of Burbank, a religiously-based traveling theatre company, tried to get a long-term lease on the theatre. They were using the theatre for rehearsals and prop storage but the deal to turn it into a performance space fell apart. 

 

 

An October 20, 1966 article located by Ken McInyre that reported on the aborted plans to turn the Loma into a legit playhouse. 

Status: It was condemned after the vacant theatre suffered damage in the 1971 Sylmar earthquake. The building was later demolished. There's now a parking lot on the site.

 

More exterior views:

Looking north on San Fernando Rd. in 1927. It's a photo that was located for Wes Clark's site. It makes an appearance in the site's San Fernando Rd. album on Google Photos.

A detail from the 1927 photo. Down the street, with its vertical just saying "Theatre," is the Victory. It was later renamed the Burbank Theatre.

The theatre in 1928 running "The Dove" with Norma Talmadge, Noah Beery and Gilbert Roland. The film was a December 1927 silent release. It's a photo Ron Strong has included in his Loma photo gallery on Google Photos.

A 1935 photo from the Burbankia San Fernando Rd. album.  

A detail of the Loma from the 1935 photo. 

An undated shot of the rear of the theatre. It's a photo that was located for Wes Clark's site. It makes an appearance in the site's San Fernando Rd. album on Google Photos.

A look at the Loma vertical from a 1968 episode of "Laugh-In."

A 1968 entrance view from "Laugh-In." Thanks to Ron Strong for the two screenshots. 

More information: Visit Ron Strong's lively page about the Loma on his Bijou Memories site. Also see his Loma photo gallery on Google Photos.

See the Cinema Treasures page on the Loma for some interesting research. The Cinema Tour site also has a page on the theatre.

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