207 E. Seaside Way Long Beach, CA 90802 | map |
Opened: It opened in March 1913 as the Wigwam Theatre, an $1,800 project of M.C. Konkele. It was on the north side of the street just east of Locust Ave. The image is a detail from a May 1914 photo taken by G. Haven Bishop that's in the Huntington Library collection.
Architect: The architect of the Wigwam is unknown. See data lower on the page for the replacement theatre in 1924.
Seating: 396 is one estimate for the Wigwam. The Cal State Long Beach page about the theatre gives 460 as the number.
Ads
from August 30, 1913 for the Wigwam and several of its competitors on
the Pike. Thanks to Ken McIntyre for locating this for a thread for the
Ken's Movie Page Facebook group.
The Wigwam is seen indicated as "Motion Pictures" on image 29 from the 1914 Sanborn Fire Insurance Map in the Library of Congress collection. When Jay Cleve Scott took over the operation he called it Scott's Wigwam.
It's in the 1914-15 through 1923 city directories as the Wigwam. The CSULB
page notes they ran lots of westerns. They cite "Long Beach’s Nickel
Movie Days," an article by Maymie Krythe in the August 2, 1964 issue of
the Independent Press Telegram who noted that after the show the kids
would grab five cent hamburgers.
An ad that appeared in the August 8, 1917 issue of the Long Beach Daily Telegram. Thanks to the Ronald W. Mahan Collection for sharing it.
"Everybody's Going!" The Wigwam was one of the Long Beach theatres listed in this Paramount Week ad that appeared in the Long Beach Daily Telegram on September 6, 1920. Thanks to the Ronald W. Mahan Collection for sharing the ad.
Paramount Week was back in 1921. This ad from the Ronald W. Mahan Collection ran in the Long Beach Daily Telegram on September 5.
"Everybody is going at least three times!" The Wigwam was one of the theatres participating in the "Go To The Theatre Week." The ad from the February 11, 1922 issue of the Daily Telegram is from the Ronald W. Mahan Collection. Thanks for these ads, Ron!
The new theatre on the site: A new building replaced the Wigwam and opened as Scott's Theatre on September 11, 1924 with Wallace Beery in "Richard, the Lion-Hearted." In the 1925, 26 and 27 city directories it's listed as Scott's.
Architect: When it came time to replace the building and turn it into Scott's Theatre, J.D. Sterer was the man. Cinema Treasures contributor Dallas Movie Theatres has that firm as J.D. Scherer & Son. An item in the April 18, 1924 issue of Southwest Builder and Contractor noted:
"J.D.
Sterer, 165 E. Anaheim Ave., Long Beach, has prepared plans and will
erect a $30,000 2-story concrete and brick store, office and theater
building at 207 E. Seaside Blvd....to replace the old Wigwam theater for
J.C. Scott..."
Seating: The capacity announced
on the construction signage was 500.
Beginning in the 1929 directory and at least until the 1935 directory it's listed as the Pike Theatre. J. W. Ewen was listed as manager in the 1930 city directory. Veteran showman Isaac Victor had taken over the house by the time the 1932 directory was compiled. By 1938 he had changed the name to the Victor Theatre and it was offering triple features.
Victor sold the house in
mid-1948 to E.V. Tracy, who also ran the Tracy Theatre. Victor had also
been running the Rialto Theatre nearby, which he sold at the same
time, but to Louis Federici.
An "All Spanish Program" running in November 1948. Thanks to Scott Pitzer for the ad.
A January 1949 ad in the press-Telegram. Thanks to Scott Pitzer for locating it.
The Victor is seen at 207 and the Tracy at 223 in this detail from image 29 of the 1950 Sanborn Fire Insurance Map that's in the Library of Congress collection.
In April of 1950 it got renamed the Rainbow Theatre,
and after a remodeling it became an ultra cheap sub-run house. The owner
was listed as Joe Rankine, Jr. in a Boxoffice magazine article unearthed
by Ken McIntyre. On March 2, 1951 it became an exploitation house called the Follies Theatre with new operators.
In August 1951 the manager, Chester Wind, and an associate named James Solosky were arrested on
obscenity charges for running the softcore film "Tantalizing Teaser,"
which featured "a comely young lady whose attire consisted mostly of a
smile." The admission price at the time was 50 cents. It was later rebranded as the El Rey Theatre.
Ads from the theatre's later years. Thanks to Dallas Movie Theaters for locating these for a post on Cinema Treasures. They comment: "Exploitation fare and/or cheap films were a hallmark of the venue known as the El Rey Theatre and the Follies Theatre before that and the Rainbow Theatre before that and the Victor Theatre before that…. well, you get the idea."
Closing: 1953 was evidently it. In the city directory that year the theatre is listed as vacant.
Status: The building was used as a church from 1954 to 1957, according to research by Dallas Movie Theaters. It makes a final appearance in a 1958 photo and was demolished sometime before 1961. It's an empty lot in a photo taken that year.
1914 - The full G. Haven Bishop photo that the detail at the top of the page was taken from. It's in the Huntington Library collection. We're looking east on Seaside Ave. The Fairyland Theatre is down the block. The photo was taken in conjunction with the Long Beach Steam Station project.
c.1915 - A photo from the Ronald W. Mahan Collection. Thanks Ron!
1916 - Another photo from the Ronald W. Mahan collection with the Wigwam on the left and the Fairyland Theatre on the far right. The Tracy Theatre ended up on the Fairyland site in 1925.
1916 - A detail from Ron's photo.
1924 - A building project going on to replace the Wigwam with Scott's Theatre. We're looking east on Seaside with the Fairyland still down the block, but not for long. It's an image of a postcard from the California Historical Society appearing on the USC Digital Library website. The card also appears on the Cal State Long Beach page about the Fairyland Theatre, where it's credited to the Historical Society of Long Beach and given a 1924 date.
c.1924 - "Scott's Theatre - New Building - Modern - 500 Seats - Open Soon." It's a detail from the USC image.
c.1925 - The site with the new Scott's Theatre. The Winstead photo from the Historical Society of Long Beach appears on the Cal State Long Beach page about the theatre where they date it as 1920 but it's obviously later.
1925 - Scott's is down in the lower left and we have a new theatre down the block, the Ritz. Look in the upper left and you can see the roof sign atop the stagehouse in front of that apartment building. Later in 1925 it would be renamed the Capitol and in 1934 became the Tracy. Thanks to Michelle Gerdes for sharing this card from her collection.
1926 - Looking east toward Locust Ave. and the Victor just beyond. The the big item in the image is the new signage for the Capitol Theatre, the former Ritz. This wonderful photo by Winstead from the Historical Society of Long Beach collection appears on the Cal State Long Beach page about the Tracy.
1928 - The Victor is in the center of the image, the American is on the far left, and the Tracy is on the far right in this look at the beauties in their paddle boats for the Pacific Southwest Exposition. The large building behind is the Breakers Hotel. It's a photo in the Los Angeles Public Library collection. They note that each of the ladies has her name on a flag at the front of her boat.
1938 - A Frasher postcard from the Michelle Gerdes collection. The Pomona Public Library also has a copy. The peaked roof of the Victor is just to the left of the 15 cents sign on the Tracy, where Gene Autry is starring in one of their features. The State Theatre was in the large building in the center of the image. The Library has hundreds of photos from all over Southern California in their Frasher Foto Postcard Collection.
1938 - "Cooled by Washed Air" says the banner. It's a detail from Michelle's Frasher card. Note the signage with a big "V" and the word "Theatre" much smaller underneath. Thanks, Michelle!
1940s - A lovely shot with the Victor over on the right. Above it note the roof sign for the Fox West Coast, up on Ocean Blvd. Thanks to Ron Whitfield for locating the photo for a post on the Photos of Los Angeles Facebook page. In the foreground it's the "University by the Sea," also known as the "Spit and Argue Club."
1950s? - A card from the Michelle Gerdes collection. The big white hulk in the center is the bandstand, blocking out our view of the Tracy Theatre. The brick facade of the Victor is a bit to the left. We get a partial view of the Memorial Auditorium on the far right. Thanks, Michelle
1953 - The Victor, by this time renamed the El Rey, is in the upper center in this shot taken for Life by Loomis Dean. It's on Life Images/Google. That's the Tracy Theatre on the right. The occasion for the photo was the performance of some acrobats overhead. See more views, including shots of the Municipal Auditorium, in the Long Beach Acrobats set. Thanks to Noirish Los Angeles contributor Tourmaline for finding the shot in the Life collection. This and other Long Beach views are included in Noirish post #35908.
1958 - A last look at the El Rey with "Revival Center" on the marquee. The Tracy Theatre is beyond and the 1932 Municipal Auditorium appears on the right. Thanks to Stephen Russo for spotting the photo as a post on the Growing Up in Long Beach Facebook group.
1961 - A forlorn look east east from Pine St. toward Pier Place with Locust Ave. down another block. The Victor/El Rey is gone and the empty marquee of the Tracy is farther down the block. It's an Automobile Club of Southern California photo appearing on the USC Digital Library website. That's the Municipal Auditorium on the right.
1961 - A detail from the Automobile Association photo. The third building in once housed the American Theatre. Locust Ave. is just beyond the "Hotel" sign in the center of the image. The Victor had been on the second lot on the other side of the intersection.
2017 - Well, Seaside Way doesn't look like it's by the sea anymore. We're looking east along the 200 block. The theatre once was over on the left. On the right instead of sand it's the Convention Center. Photo: Google Maps.
More information: See the Cinema Treasures page on the Victor for comments by Ken McIntyre and other researchers. Thanks to contributor Dallas Movie Theaters for this data:
"M.C. Konkele spent just $1,800 building this modest, one-story venue in March of 1913 at 207-209 East Seaside on the Pike. When the 400-seat Wigwam Theatre opened in 1913, W.H. Electrical & Engineering provided the largest electrical, flashing sign in the history of Long Beach at 12' by 12'. To get additional revenue, the building had a peanut and popcorn stand that not only served patrons but had a window facing out to the street.
"Pioneering theatre owner Jay Cleve Scott took on the venue under the banner of Scott’s Wigwam Theatre. Scott also ran the American, Rex, Palace and Rialto theaters at various points. At the end of a 10-year leasing agreement, Scott had outgrown the venue. He had the venue gutted and created a much more impressive two-story venue rebuilt by J.D. Sherer & Son. The venue was known as Scott’s Theatre on the Pike opening on September 11, 1924 with Wallace Beery in 'Richard, the Lion-Hearted' with Rea Douglas at the pipe organ. It was now on a 25-year lease.
"The theater changed names becoming an exploitation house trying to get passers-by to drop a quarter or so to watch films. An example was in 1938 as the, again, renamed Victor Theatre run by Isaac Victor played 'Birth of a Baby.' Victor was the grandson of Harry A. Victor who had started his theater business back in the nickelodeon, store-show days in McKeesport, PA in 1908. He had taken on the former Scott’s Theatre in 1929 equipping it for sound. The theatre was in the heart of a Depression-era building boom that brought a new pier and, across the street, the Municipal Auditorium. Sylvan Victor took over the operation running it into the 1940s. The theatre was sold to E. V. Tracy of the Tracy Theatre who steered the venue to the end of its lease in 1949.
"On May 21, 1950, Harold Simpson remodeled the Victor as the Rainbow Theatre as an ultra-discount, sub-run house offering seats for as little as 14 cents each at opening. It relaunched that day with Esther Williams in 'Neptune’s Daughter' and Rod Cameron in 'Panhandle.' The venue was named for the rainbow-shaped pier with colorful lighting effects that had been built in 1931 in close proximity to the theatre called the Rainbow Pier. There was no pot of gold at the end of the Rainbow which came quickly.
"The theatre returned to its exploitation days rebranding as the Follies Theatre beginning on March 2, 1951 under new operators. In late August 1951, Chester Wand and his projectionist were hauled off to jail for showing immoral films. The theatre rebranded thereafter and until closure as the El Rey Theatre also showing exploitation films through 1953. It then became home to a church from 1954 to 1957 before being offered for sale. The El Rey Theatre was later demolished as was the Rainbow Pier which closed on March 20, 1966, and the Municipal Auditorium in 1975."
"Pioneering theatre owner Jay Cleve Scott took on the venue under the banner of Scott’s Wigwam Theatre. Scott also ran the American, Rex, Palace and Rialto theaters at various points. At the end of a 10-year leasing agreement, Scott had outgrown the venue. He had the venue gutted and created a much more impressive two-story venue rebuilt by J.D. Sherer & Son. The venue was known as Scott’s Theatre on the Pike opening on September 11, 1924 with Wallace Beery in 'Richard, the Lion-Hearted' with Rea Douglas at the pipe organ. It was now on a 25-year lease.
"The theater changed names becoming an exploitation house trying to get passers-by to drop a quarter or so to watch films. An example was in 1938 as the, again, renamed Victor Theatre run by Isaac Victor played 'Birth of a Baby.' Victor was the grandson of Harry A. Victor who had started his theater business back in the nickelodeon, store-show days in McKeesport, PA in 1908. He had taken on the former Scott’s Theatre in 1929 equipping it for sound. The theatre was in the heart of a Depression-era building boom that brought a new pier and, across the street, the Municipal Auditorium. Sylvan Victor took over the operation running it into the 1940s. The theatre was sold to E. V. Tracy of the Tracy Theatre who steered the venue to the end of its lease in 1949.
"On May 21, 1950, Harold Simpson remodeled the Victor as the Rainbow Theatre as an ultra-discount, sub-run house offering seats for as little as 14 cents each at opening. It relaunched that day with Esther Williams in 'Neptune’s Daughter' and Rod Cameron in 'Panhandle.' The venue was named for the rainbow-shaped pier with colorful lighting effects that had been built in 1931 in close proximity to the theatre called the Rainbow Pier. There was no pot of gold at the end of the Rainbow which came quickly.
"The theatre returned to its exploitation days rebranding as the Follies Theatre beginning on March 2, 1951 under new operators. In late August 1951, Chester Wand and his projectionist were hauled off to jail for showing immoral films. The theatre rebranded thereafter and until closure as the El Rey Theatre also showing exploitation films through 1953. It then became home to a church from 1954 to 1957 before being offered for sale. The El Rey Theatre was later demolished as was the Rainbow Pier which closed on March 20, 1966, and the Municipal Auditorium in 1975."
There was another Scott's Theatre that opened in 1925 in Huntington Beach. Later it was renamed the Surf Cinema. See a post on Cinelog for some information.
We get a view of half of the sign for The Pike Theatre on the left edge of a c.1933 view looking toward the Municipal Auditorium that's on the USC Digital Library website.
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