Avenue Theatre

Avenue Theatre was a neighborhood movie theatre in San Francisco's Portola district. It opened on July 20, 1927, under the ownership and operation of four Levin brothers, who were also associated with other local theatres. For most of its early life, the venue functioned as a conventional cinema, including promotional schemes intended to build repeat attendance. One such promotion allowed patrons to collect pieces of dinnerware by visiting weekly. The theatre changed direction in the mid-1960s when management was taken over by the Lyric Photoplay Film Society, an organization led by Edward Millington Stout III. In 1966, the society installed a three-manual, sixteen-rank Wurlitzer theatre organ that had previously been used at the State Lake Theater in Chicago. The instrument was formally introduced at the Avenue on October 7, 1966, during a presentation of The Lost World with Tom Hazelton performing at the console. Following the change in management and the installation of the organ, the Avenue developed a more specialized cultural identity. Its programming included foreign-language films, repertory screenings, repeat showings of three-dimensional films, and silent films accompanied by the theatre organ. The venue consequently served both as a cinema and as a setting for theatre-organ performance. Lyn Larsen worked as the staff organist in 1967 and 1968, after which Bob Vaughn became the theatre's organist and remained associated with it until its closure. The organ also gave the venue visibility beyond San Francisco: the American Theatre Organ Society featured it during its national conventions in 1975 and 1983. Although the Avenue built a loyal audience, deteriorating conditions and crime in the surrounding area reduced patron attendance. The theatre ultimately closed on December 22, 1984, during a period of financial difficulty. Before the Wurlitzer was moved into storage, it was used for the recording of Jim Riggs's album Top Hat. The former theatre has subsequently been described in reference material as a church, but the available material does not establish a continuing Avenue Theatre brand or operating business after the 1984 closure.

The Avenue Theatre opened in San Francisco's Portola neighborhood on July 20, 1927. It was built and operated by four Levin brothers, who had interests in other local theatres. The venue began as a neighborhood cinema and used audience-building promotions, including a weekly dinnerware collection scheme in which patrons received one piece at a time. A significant transition occurred in the mid-1960s, when management passed to the Lyric Photoplay Film Society under Edward Millington Stout III. In 1966, the society installed a Wurlitzer theatre organ with three manuals and sixteen ranks. The organ had originally been installed at the State Lake Theater in Chicago. Its first documented Avenue Theatre presentation occurred on October 7, 1966, when The Lost World was screened with Tom Hazelton playing the instrument. The organ helped the theatre develop a distinctive identity. In addition to regular and foreign films, the Avenue presented repertory titles, repeat showings of three-dimensional films, and silent films supported by live organ accompaniment. Lyn Larsen served as staff organist during 1967 and 1968. Bob Vaughn then took over in 1968 and continued as the theatre's organist through the end of the venue's operation. The American Theatre Organ Society recognized the instrument and venue by featuring the organ at its national conventions in 1975 and 1983. The theatre attracted a committed audience, but conditions around the Portola location eventually affected attendance. Crime in the surrounding area discouraged some patrons, while the business also experienced financial difficulties. The Avenue Theatre closed on December 22, 1984. Before the organ was placed in storage, it was used for the recording of Jim Riggs's album Top Hat. Reference material identifies the former theatre as having later become a church, although the available sources do not provide a detailed account of that subsequent use.

• 1984

  Theatre closes

  [1]Avenue Theatre (San Francisco)en.wikipedia.org

  The Avenue Theatre closed on December 22, 1984, amid financial difficulties and declining attendance.

• 1983

  Featured again at American Theatre Organ Society convention

  [1]Avenue Theatre (San Francisco)en.wikipedia.org

  The theatre organ was again featured at an American Theatre Organ Society national convention.

• 1975

  Featured at American Theatre Organ Society convention

  [1]Avenue Theatre (San Francisco)en.wikipedia.org

  The Avenue's Wurlitzer organ was featured during an American Theatre Organ Society national convention.

• 1968

  Bob Vaughn becomes organist

  [1]Avenue Theatre (San Francisco)en.wikipedia.org

  Bob Vaughn began his tenure as organist in 1968 and remained with the theatre until it closed.

• 1967

  Lyn Larsen serves as staff organist

  [1]Avenue Theatre (San Francisco)en.wikipedia.org

  Lyn Larsen served as the Avenue Theatre's staff organist during 1967 and 1968.

• 1966

  Wurlitzer organ installed

  [1]Avenue Theatre (San Francisco)en.wikipedia.org

  The Lyric Photoplay Film Society installed a three-manual, sixteen-rank Wurlitzer organ transferred from Chicago's State Lake Theater.

• 1966

  First program featuring the organ

  [1]Avenue Theatre (San Francisco)en.wikipedia.org

  The new organ was first used at the Avenue on October 7, 1966, for a screening of The Lost World with Tom Hazelton as organist.

• 1927

  Theatre opens

  [1]Avenue Theatre (San Francisco)en.wikipedia.org

  The Avenue Theatre opened in San Francisco's Portola neighborhood on July 20, 1927.

A neighborhood cinema with a later repertory and performance-oriented identity, distinguished by eclectic film programming and a prominent Wurlitzer theatre organ.

• Movie theatre programming · 1927

  Cinema screenings

  The Avenue Theatre operated primarily as a neighborhood movie theatre. Its programming later expanded beyond standard commercial film presentation to include foreign films, repertory titles, repeat screenings of three-dimensional films, and silent cinema.

• Live accompaniment and organ performance · 1966

  Wurlitzer theatre organ presentations

  A three-manual, sixteen-rank Wurlitzer organ installed in 1966 became a defining feature of the venue. It accompanied silent films, supported special programs, and helped connect the theatre with the broader theatre-organ community.

• Dinnerware collection promotion

  San Francisco

  The theatre ran a repeat-visit promotion in which patrons could collect dinnerware one piece at a time on a weekly basis.

  Outcome. The available source does not quantify the promotion's commercial results.

  Source

• 1984

  Close the theatreOther

  Background

  Crime in the surrounding area reduced patron attendance, and the venue faced financial difficulties.

  Action taken

  The Avenue Theatre ceased operations on December 22, 1984.

  Aftermath

  The organ was placed in storage after being used to record Jim Riggs's album Top Hat; reference material later describes the former theatre as a church.

  Source

• 1966

  Install a Wurlitzer theatre organProduct launch

  Background

  The Lyric Photoplay Film Society sought to support a broader film and live-performance program after taking over management of the theatre.

  Action taken

  Management installed a three-manual, sixteen-rank Wurlitzer formerly used at the State Lake Theater in Chicago.

  Aftermath

  The organ became central to silent-film presentations and helped the venue gain recognition among theatre-organ enthusiasts.

  Source

• 1966

  Broaden programming beyond mainstream cinemaStrategy

  Background

  Following the management change, the theatre developed a more specialized cultural profile.

  Action taken

  The Avenue presented foreign films, repertory screenings, three-dimensional film revivals, and silent films with live organ accompaniment.

  Aftermath

  The programming attracted a loyal following, although the theatre later closed amid declining attendance and financial difficulties.

  Source

1. 1Avenue Theatre (San Francisco)en.wikipedia.org