The Rialto: A Landmark of Cinema History
South Pasadena's faded movie palace charmed theatergoers for almost 83 years.
The 1920s marked a sophisticated new time for South Pasadena. Fueled by Jazz Age enthusiasm and served by the best electric rail system in the world, South Pas was poised to make its mark as a thoroughly modern city. The Cawston Ostrich Farm was already a premiere destination and hailed as the Disneyland of its day. The luxury accommodations at the Raymond Hotel enticed the world’s most powerful movers and shakers to spend long vacations in South Pasadena. Many decided to stay as building boomed and business flourished.
In October of 1924, one of the city’s many building permits was issued for a new theater to be constructed at the corner of Oxley and Fair Oaks. The proposed cost of the project was a whopping $100,000. This was a huge sum considering the average four-bedroom home at the time cost $2,500, and a multi-room mansion cost around $12,000. The golden age of cinema had begun, and distributors scrambled to outdo each other with opulence. The Los Angeles area was becoming a mecca of movie palaces.
Unlike the palaces of Europe—or even the playhouses of the East Coast—these glittering, fanciful theaters were available to everyone for a relatively small price of admission. At the time of the Rialto’s construction, the Washington—located on Washington Street near Cherry where the 10 meets the 110 today—was considered one of the finest in San Gabriel Valley. Pasadena had the Florence, Raymond and Strand theaters. South Pasadena had the Colonial (later known as the Ritz) on Fair Oaks next to the building that now houses Gus’s Barbeque. Downtown Los Angeles was home to the Palace, the Orpheum and the Mayan. Hollywood claimed the Chinese, the Egyptian and the El Capitan. Even Catalina Island had the exquisite Avalon. When you stepped into one of these gleaming structures, you weren’t just treated to a show—you were transported to another world.
From the very beginning, the Rialto was unique even among other grandiose theaters. The interior and exterior styles blended Neo-Classical, Moorish and Egyptian elements. Created by the flamboyant local theater designer L.A. Smith, the Rialto presented a fantastic tapestry of motifs. At the time of the 1925 gala opening, reporters weren’t sure whether to call the design “Buddhist,” “Spanish,” “Baroque” or “East Indian.” Although the reporters may have quibbled over the exact architectural definition, they agreed about the Rialto’s overall effect. It was breathtaking. Enthusiastic reviews poured in from around the region. The Rialto was a creation of exotic wonder: gold-leaf columns, overstuffed seats, ornate artwork, cascading tapestries and mythological beasts with glowing eyes. There was even a lobby drinking fountain set with Batchelder tiles.
“The seats are upholstered in blue leather and the furnishings are very elaborate,” one journalist for the South Pasadena paper wrote. “The entire appearance is rich and pleasing.” Another reporter described the interior as that of a jewel-toned rainbow, with “draperies of the richest reds, blues, greens, yellows blended into restful mellowness under carefully shielded lights.”
The Rialto wasn’t just beautiful; it was fully functional. In addition to being engineered for movie projection, it was designed as a live stage venue with a scenery loft, an orchestra pit, 10 dressing rooms, a green room and a deep stage.
Theatergoers attending the gala grand opening were treated to the world premiere of Universal Pictures Whatever Happened to Jones as well as five vaudeville acts. Klieg lights were brought in from Hollywood to illuminate the arrival of film stars. If you had been sitting in one of the plush seats that night, you would have seen a daring trapeze act by The Aerial la Vails, a performance by the Stein Trio, a “novelty by Norma Gregg,” a sketch by “the distinguished colored gentleman from the Canary Islands: Grant Gardner” and an “elaborate terpsichordean creation with music” by The Dance Carnival. And those were just warm-up acts for the film.
Roy Metcalfe— famous concert organist for Pasadena’s Raymond Theater—played an overture on the Rialto’s massive Wurlitzer organ. The Rialto Orchestra played scores for the vaudeville acts as well as the film. After the show, the film’s leading man Reginald Denny was on hand to answer questions.
It’s not surprising that the Rialto came to be known as the theater of the San Gabriel Valley. When “talkies” were introduced, both of the two competing sound technologies of the time were installed. This way, virtually all films could be shown.
Vaudeville continued into the 1930s, and the Rialto served as training ground for some of the era’s most notable acts including many by the production team of Fanchon & Marco. As vaudeville waned, the Rialto used its stage for matinee performances by The Charles Royal Players. (Admission to a three-act play plus a feature-length movie was 75 cents.) By the early 1930s, the Rialto even managed to lure away the Orpheum Theater’s musical conductor. His name was Mr. Frankenstein—a delightful foreshadowing of the Rialto’s future screenings of Rocky Horror Picture Show.
One of the Rialto’s most unusual performances was by the Indian mystic known as Ali-Din. In 1929, he performed his famous Bombay Séance “for ladies only.” The spooky antics delighted and perplexed the audience, and his show closed to thunderous applause. What did he do for an encore? He drove a car to Highland Park blindfolded.
Throughout the Depression years, the Rialto served as a haven of fantasy and hope. Films offered escape from a bleak national condition, and the Rialto Theater offered accessible luxury at a time of economic despair. In addition to presenting the most sought-after films, the Rialto also held promotions to boost local morale. On each Bank Night, a lucky winning patron walked out with a grand prize of $1. On Dish Night, every ticketholder received a free piece of depression glassware.
The theater operated continuously until the late 1930s when a backstage fire caused some damage to the interior. The Rialto was dark for several months while repairs were made. After it reopened, no vaudeville act or other live show ever appeared there again. Yet the famed organists George Wright, Gaylord B. Carter and Robert Israel performed concerts in the 1960s.
Throughout the years, the Rialto managed to survive several other disasters: a few more fires, falling ticket sales, the birth of the television age, the popularity of the multiplex and even a 1975 South Pasadena Community Redevelopment Agency plan to have the theater razed to build a 45-space parking lot.
In 1978, a San Marino ophthalmologist named Nathan Roth pledged to buy the Rialto as a venue to produce local plays. (He was also the father of Van Halen rocker David Lee Roth.) Although he praised preservation efforts and spoke at length of his plans for the Rialto, he eventually bought the Raymond Theater in Pasadena instead.
During the 1970s, there was more talk of tearing down the Rialto (or gutting it for other uses), but preservationists prevailed. By the late 1970s, the Rialto had been designated a local Cultural Heritage Landmark, a State Historic Landmark and a landmark on the National Register of Historic Places.
So who has ultimate control of the Rialto? Ownership of the theater remains in a trust fund involving numerous heirs of a deceased former owner. To further complicate matters, a 99-year-lease was signed in 1924. In 1976, this lease was acquired by the art house chain of Parallax Theatres, which later became Landmark Theatres. They still have it.
For decades, the Rialto was home to some of cinema’s most innovative and unusual films under Landmark’s management. Although VCRs and DVDs began to take hold of much of the movie market, the Rialto offered film buffs everything from classic movies to foreign, independent, revival and art house films as well as midnight showings of the cult classic Rocky Horror Picture Show—all in the same gorgeous setting that had delighted generations of South Pas residents. Sure, some of the paint was peeling and many of the seats had broken springs, but the overall effect was the same as it had been all those years ago: magical.
The Rialto was still a place to escape the headlines and step into another world. Although Landmark spokespersons often talked of bringing the theater back to its original glory, the venue couldn’t escape the effects of low attendance. On August 19, 2007, the Rialto was officially closed.
A few intermittent midnight showings of Rocky Horror brightened the Rialto marquis in 2009 leading some to believe that the theater was going to reopen. Instead after heavy rains dislodged a large chunk of the exterior façade, the Rialto was declared unsafe for public entrance by a city fire marshal.
Back in 1925, a reporter wrote about the upcoming Rialto grand opening.
“It’s no exaggeration, for some time hundreds of people have passed by the handsome new theater building and wondered when it would be thrown open to the service of an amusement loving community.”
I could ask something similar today. How many hundreds of us have passed by the Rialto wondering when its doors will be thrown open again? What I wonder most of all as I peek through the front door and into the gilded lobby is if this beautiful, tarnished palace is closed forever? But most important of all, do enough of us care?
Stay tuned to this column for more on the Rialto. Up next in this series: The Future of the Rialto: Where Do We Go From Here?
For Laurie Allee’s montage of vintage as well as recent photos of the Rialto, click the video in the photo box above.
For more on the Rialto, including interior photographs by Jeffrey Burke: check out RialtoSouthPasadena.com.
What do you remember most about seeing films at the Rialto?
Tell us in the comments.
Tom Leonard
6:52 am on Monday, May 23, 2011
I have never been to the Rialto theater when it had upholstered leather seats. All I remember are uncomfortable, hard wood seats, with no leg room. Why would I want to be so uncomfortable for 2 hours??? It would cost a fortune to renovate this place!!
Judy Williams
7:44 am on Monday, May 23, 2011
If I win the lottery, I'm going to pay to have it put back to its original glory. LOVED that old rinky-tink piano. Certainly it made me smell the smoke rising up in front of the screen, and the smell of men's hair oil and ladies' rose water. Fabulous.
I hope things brings more awareness and maybe a movement to renovate that aging beauty.
Margaret Finnegan
7:50 am on Monday, May 23, 2011
Oh, I loved the Rialto. I took my family to see the last movie shouwn there, "Ratatoullie." Everything about the place was charming, including legends of ghosts and freckly candy sellers.
Simon Chambers
8:00 am on Monday, May 23, 2011
Fantastic piece Laurie, and as always exceptionally well researched and photographed. I've learned a lot about the history of the Rialto and it just underlines the need to keep the theatre going. I have always found that places like this are passed over and bulldozed down in America. It's an important landmark in the history of the town and it would be criminal to see anything negative happen to it.
Patrizzi Intergalactica
8:28 am on Monday, May 23, 2011
Oooohhh yes... so many good memories at the Rialto. Great make-out balcony.
Petrea Burchard
8:48 am on Monday, May 23, 2011
Renovated old buildings have a way of bringing business. At least it works in Pasadena.
In my hometown of DeKalb, Illinois, there's a theater called the Egyptian. Much like the Rialto, years ago it was falling to ruin. It was saved from the wrecking ball when a group of citizens started fundraising.
You can't expect the Landmark company or whoever owns the Rialto to have a sentimental, architectural or historical interest in the Rialto. If South Pasadena wants to keep this gem, then South Pasadena's citizens are going to have to organize, raise the funds, buy it and rebuild it. Google DeKalb's Egyptian, contact them and find out how they did it. Then start. The corporations aren't going to fix this place up for you just because they're nice.
Patrizzi Intergalactica
3:37 pm on Monday, May 23, 2011
So true. People have to get involved and make themselves, their feelings known. In my hometown of Pomona, the beautiful Fox Theater has been restored and reopened. I stayed to watch the Sound of Music over and over until my little head ached.
http://www.foxpomona.com/historyofthepomonafox.php
Laurie Allee
4:04 pm on Monday, May 23, 2011
My hometown of Austin, Texas has a great success story with the Paramount Theater. http://www.paramount-theater.com/paramount_theater_austin_tx.php
There is also Visalia's Fox Theater:
http://www.foxvisalia.org/history/
I have many examples, most non-profit, all with huge support from the community. What I would love to see is our community rallying to make something happen here. I'm looking forward to my next article in this series. Hopefully, it will inspire even more discussion about possible solutions.
Richard West
8:51 am on Monday, May 23, 2011
I worked there in 1981. Even challenged the ghosts by sleeping amongst them. It had been my cinema education. We really should figure out a way of getting it open again despite the past deadlocks.
Kathy
9:28 am on Monday, May 23, 2011
The challenge is the family ownership and the Landmark lease...lot's of complications...But definitely worth any attempt to sort it all out and renovate...before it falls to irreparable ruin...
Kathy
9:28 am on Monday, May 23, 2011
BTW...loved the video!!! Perfect music!!!
Lisa Z
9:39 am on Monday, May 23, 2011
It really is a shame that it can't be renovated - at least not in the near future. It brings such character to strip mall-heavy Fair Oaks and would be another great location for film and television shoots -- bringing more revenue to the city and surrounding businesses. The more it decays, the worse that block looks.
Surprises me that if it opened and screened first run movies, that it would not be competitive with other venues. We would go to the movies more if we could walk down to the Rialto instead of driving into Pasadena or Alhambra.
Mindy B
9:44 am on Monday, May 23, 2011
I think it says something about the complacency of this town that there has been no real concerted effort from the city or the community restore this theater. Cities all over the US especially in California have. Monterey and Fullerton come to mind. Why are we all so lazy here?
Gary Pia
10:28 am on Monday, May 23, 2011
The South Pasadena Chamber of Commerce through it's Vision Rialto study looked into the plight of the Rialto and analyzed the potential opportunities to revitalized it. The 100 page report and the 200 page appendix was delivered to the City Council in February of 2009. A copy is available to by emailing your request to info@southpaschamber.com. For photos and pictures and a brief, work-in-progress history of The Rialto, plus links to other theatre renovation sites, visit www.rialtosouthpasadena.com.
Mindy B
11:27 am on Monday, May 23, 2011
Studies, though an important step, have a tendency to delay action, even after their shelved. This seems to be the case here.
Jones Foyer
10:39 am on Monday, May 23, 2011
How about a positive letter writing campaign to Landmark? They are a big company and the Rialto is just an asset in an accounting spreadsheet for them. We see the Rialto decay every day, unlike them. Let's get a name and address and politely remind them of their negligence.
Laurie Allee
10:50 am on Monday, May 23, 2011
Thanks so much, everyone. Gary, I linked to the Rialtosouthpasadena website at the end of the article. Everyone should check it out. The Vision Rialto report is excellent analysis of the situation. It will be covered in detail in the next article in my Rialto series: The Future of the Rialto: Where Do We Go From Here. Stay tuned!
DC
10:56 am on Monday, May 23, 2011
Perhaps if we came up with a parking solution, the idea of restoring/reopening the theater would be more attractive to Landmark. As it is, there's no way you could park 75 cars at one time for a well attended screening (remember "No Rialto Parking" stenciled all over the Vons parking lot by the current owner of that property).
Evan Atkinson
10:58 am on Monday, May 23, 2011
Excellent piece Laurie: I had been driving by the Rialto and wondering why it was in it's current state. Your article answered many of my questions. Let's hope we have enough preservationists, film buffs, and people with influence in the community to help get this magnificent landmark restored, to be enjoyed by future generations.
Ghost of Ali-Din Adjacent
11:13 am on Monday, May 23, 2011
Oh dear, that poor old bird trussed up in legalese. It appears that the will is there, just not enough lawyers. Don't you have a few extras from the 710 fight that could help the cause? After all, the Rialto, back in 1980, was the site of the Gumby and Poky film festival with Art Clokey in attendance. These are memories worth preserving.
Randy Smith
11:39 am on Monday, May 23, 2011
Having grown up in South Pas, I fondly remember the Rialto. Does anyone remember the other theater that was up next door to Gus's BarBQue? I forget the name of that place.
But the Rialto.....every Wednesday durring the summer was Free Kid Show Day, and we could sit anywhere we wanted to, except for the very first row in the balcony. That was always a no-no. So when I went to go see Psycho, my friend and I sat in the front row of the balcony! The loge seats, either upstairs in the balcony or downstairs were the best to sit in. Disney movies were always 50 cents more that non-Disney movies. I sure hope that somehow, someway this landmark can be brought back to life!
terry kiser
11:56 am on Monday, May 23, 2011
Randy,
The theatre that was next to Guss's was called the Ritz Theatre I believe.
Laurie Allee
12:01 pm on Monday, May 23, 2011
Yes. The Colonial later the Ritz. I mentioned it in the article. It was torn down in the sixties.
Kathy
12:40 pm on Monday, May 23, 2011
Keep in mind that the theater is not owned by Landmark...it is owned by "numerous heirs of a deceased former owner"...this is a big part of what has kept the Rialto out of any renovation projects...
Just My Opinion
1:27 pm on Monday, May 23, 2011
Love the Rialto. I remember when it was 25 cents for a Saturday matinee. Years later...Rocky Horror. What a blast! Very sad to see it as it sits now. The big issue is no parking for theater attendees. I would love to see the Rialto up and running again. I pray someday it'll happen.
peg
3:09 pm on Monday, May 23, 2011
Back in the day, summer meant free kid shows. The Fire Marshall was always in attendance, enjoying Francis the Talking Mule right along with us up in the balcony!
Parking was always an issue. My father built the office building right behind the theater and lots of theater parking going happening in his parking lot! After seeing the fabulous job Disney did with the El Capitan in Hollywood, it seems to me they should come on over and refurbish the Rialto. Who wouldn't love to sit in the balcony again to see a first run movie?
And while they are at it, maybe refurbish the dressing rooms so live plays could be presented? Maybe the SPHS drama department could stage their productions there? hmmm...is there still a drama department at SPHS??? Anyhoo, I'm all for bringing the Rialto back to her original beauty. Please keep us all posted!
Ron Stowe
3:12 pm on Monday, May 23, 2011
The Free Kid Shows, 10 cent popcorn 20 cents for buttered and a place next door that sold grape popscicles for 3 cents. They let you bring in your own snacks. The manager would stop the movies and warn everyone to stop sailing popcorn boxes at the screen. He always threatened to stop the show if people didn't behave but he never did. The minute he left the stage the popcorn boxes continued to fly. Finally everyne settled down and enjoyed the movie. It was a big decision each Wednesday during the summer because the Plunge at Orange Grove Park allowed splash dives but only on Wednesdays. Do I go to the Free Kid Show or do splash dives at the plunge and maybe go eat bon bons afterwards at the ice cream factory across the street. Life was so much simpler then.
Meredith Miller
5:18 pm on Monday, May 23, 2011
Shame on South Pasadena for allowing this local landmark to fall into disrepair. Whoever currently owns it, the situation has been like this for years. Instead of planting trees on widened sidewalks, take some of the money allotted and purchase it for the community!
Kathy
6:47 pm on Monday, May 23, 2011
The city of South Pasadena would like nothing better than to have it restored...it is not the city that is holding up any restoration progress. The Rialto is privately owned.
Dixie Jane Chapman
7:42 pm on Monday, May 23, 2011
A good writer can "get you there" with all of the smells and the feeling of being somewhere very unique and beautiful. You have succeeded, Laurie. I feel like I have just seen an old movie or stage show, heard the organ play, seen all the people, imagined the unimaginable. It was a great experience. We can all hope it will come to live fruition. Thanks for a delightful trip.
Jim
10:29 pm on Monday, May 23, 2011
Shanna and I drove over there one night in the later 90s not even knowing what was playing; we just figured the Rialto would provide. And it did! with the Japanese version of "Shall We Dance?", our favorite film for a long time. I think this was past the time when there was a little Italian place right next door, but still, a perfect evening out.
Escott O. Norton
3:26 am on Tuesday, May 24, 2011
I was part of the "Friends of the Rialto" that restored the original lobby murals over the doors, and returned the lobby to the original colors. We also put on the 60th Anniversary Gala with live organ, silent movies, stars, search lights, old cars, historic displays, etc. I was lucky enough to get to explore every inch of the Rialto, and have lots of great pictures. The problems with the Rialto are many, it is not simple at all. There were some in the city who were very supportive, and there were some who weren't. I was actually threatened by one city official who said if I tried to bring live theater back to the Rialto he would make sure it was shut down for good. Another problem at the time was a behind the scenes power play between the owner of the shopping center next door who refused to allow parking in his lot, even at night when most of the stores were closed. The ownership is indeed a major complication. Landmark was very supportive of a restoration plan, and at one point was willing to spend more than $1 million on restoration. I have the plans and renderings that they presented to the city. It would have been beautiful. I have also personally seen another theater that Landmark restored in Denver, it is a thriving place now, with a loyal clientele. What happened to Landmarks plans? I can only guess that it was a combination of the negative attitudes, the absentee ownership, the uncooperative neighboring businesses, and the downturn in the economy.
Escott O. Norton
3:37 am on Tuesday, May 24, 2011
Oh, and thanks for the great article and little movie! It reminds me how much I love the Rialto! Maybe things have changed with the negative elements of the city and neighboring businesses, maybe the city could "take" the property from the absentee owners through eminent domain and restore it with a combination of federal local and private funds. I'm sure there are some celebrity "angels" who would come to the rescue for a little publicity! As has been mentioned, this has all happened before in other cities, but it will take a lot of work from the residents and others who care! It has to start locally; once those who will benefit the most start acting up, there are plenty of regional and national organizations who will rally in support. If the residents of S. Pasadena sit on their hands and wait for outsiders to do it, it won't get done!
Karin Bugge
11:36 am on Tuesday, May 24, 2011
Last picture show: The Piano. I miss the Rialto.
Jessie
2:26 pm on Tuesday, May 24, 2011
I wish the would fix up the Rialto-it looks to buetiful when u peek through the windows. It could be used as a museum if the seats are too uncomfortable-it is importnat to keep the old buildings around.
Ron Rosen
4:19 pm on Tuesday, May 24, 2011
Love the video. Looks like they let you inside to shoot some? I went to the Rialto a lot in the 80s when I moved here. They had great old pictures every day of the week. That was before VCR and DVD changed everything, and the only way to see some great old films was to go to a theater.
Scott Feldmann
5:28 pm on Tuesday, May 24, 2011
Thanks for the great work, Laurie. "The Return of the Rialto" is still unscripted, but seeing your video, and reading the numerous comments it inspired, it seems the show is on the road! For readers who are interested in more on the Rialto and many other theaters, here there is a great blog called CinemaTreasures.org. http://www.CinemaTreasures.org. It has a long history of running commentary on, and remembrances of the Rialto in South Pasadena, and is also a collection of hopeful - sometimes heartbreaking - restoration stories, and cautionary tales.
Jim
6:28 pm on Tuesday, May 24, 2011
I was just thinking last week - before your article- how very much I miss being able to go to the Rialto. I used to go when living in Pasadena. It was a place to join a friend, go with friends or go on a date. I often went while living in Eagle Rock. I must have seen over 50 great movies there. I miss it!!!And want it back!!!
Jim
6:35 pm on Tuesday, May 24, 2011
This is SHANNA writing the comment:
I wrote that last comment, which showed up as having been by Jim, as this one will also. I seem to be comment challenged here.
-Shanna
Laurie Allee
7:34 am on Wednesday, May 25, 2011
Thanks for all of the great memories and ideas! Keep them coming! I am looking forward to discussing possible scenarios for the future of the Rialto. I believe it could be a thriving center for the arts in our city, as well as the rest of the San Gabriel Valley. Stay tuned!
christine
12:06 pm on Sunday, June 12, 2011
Does anyone know if the Rialto was the location for the interior, movie theater seating shots for the THRILLER video short (Michael Jackson's) now in the National Archives?
Kristen Lepore
5:13 pm on Sunday, June 12, 2011
Christine, according to IMDB, it was filmed there! Check out the filming locations in this link: http://www.imdb.com/title/tt0088263/. How crazy. Anyone have any other info?
Gary Pia
6:38 pm on Sunday, June 12, 2011
This excerpt is from http://bit.ly/mgAzId says two theaters were used one for exteriors, the Palace downtown, and one for interiors, the Rialto.
"So when I found out that the movie theater used in Thriller is located in Downtown Los Angeles, I just had to drag my dad out to stalk it. The theatre is named the Palace and it was designed by G. Albert Landsburgh in 1911 for the Orpheum Vaudeville Circuit company. The theater was originally named “The Orpheum”, but when a new, and larger, Orpheum theater was built on the same street in 1926, the original Orpheum’s name was changed to the Palace. The Palace is the oldest remaining Orpheum theater still standing in the United States. Numerous celebrities have performed at the Palace in the past, including Harry Houdini, Bob Hope, the Marx Brothers, W.C. Fields, and Will Rogers. After the decline of Vaudeville, the Palace was turned into a regular movie theater showing first run features. Sadly, though, the theater closed down in the mid 1990’s and is currently only used for special events and as a filming location. Besides Thriller, the Palace Theater was also used in the movie Dreamgirls. And, in an interesting bit of trivia, while the Palace was used for all of the exterior theatre scenes in Thriller, the interior scenes were actually filmed at the Rialto Theatre in South Pasadena."
christine
9:12 pm on Sunday, June 12, 2011
FYI: the Palace Theater on Broadway near 6th Street has recently undergone a 1st phase remodel and there is a tour of the Palace on June 25th at 10:45am. This is the first opportunity in years to get inside and explore! I hope that the Rialto is also given that opportunity.
I am glad to know that the Rialto gets credit for the interior shots for the Thriller movie! Thank you for the information Gary & Kristen.