The Vista Theatre in 1951, via Water and Power Associates.
The Vista Theatre opened October 9, 1923. Built as an upscale house for smaller studio releases, it remains viable even today, as director Quentin Tarantino restores it. One of the first film theatres in East Hollywood though surrounded by film studios at the time of construction, the Vista brings beauty and elegance to the area.
On March 6, the Community Building Corporation announced the construction of a large Spanish Revival motion picture theatre at the intersection of Hollywood and Sunset Boulevards, the former site of the Fine Arts Studio backlot where the massive Babylon set for D. W. Griffith’s 1916 film “Intolerance” stood. Besides a theatre, one of the first in the area, the building would include two storefronts and help elevate the local community as well as its real estate value, running under the operation of theatre showman Lou Bard, who had opened the Hillstreet Bard Theatre downtown Los Angeles two years before. The March 18 Los Angeles Times presented architect Lewis A. Smith’s Spanish Revival elevation for Bard’s, stating that J. H.. Woodhouse & Son of Pasadena would serve as contractor for the two-story building.
Bard’s (later the Vista) in 1923, via Water and Power Associates.
By September 17, newspapers reported construction nearing completion of the theatre, with the opening scheduled for the first week in October. Owners claimed seating for 1,200 on one floor, stating “perfect vision is possible from any corner of the house.” 200 luxurious ovrstuffed divan seats would be located in the last 15 rows of the middle section, an early version of today’s reclining seats. One week before opening, ads appeared noting the coming grand opening of the Bard’s Hollywood Theatre at 4473 Sunset Blvd. “reflecting the Spirit of Egyptian Splendor.”
On October 9 in the Hollywood Citizen News, Bard’s advertisements announced that night’s grand opening, “offering a carefully selected program of motion pictures and vaudeville”. Popular and beloved child star Baby Peggy would appear for the screening of her new two-reel short “Tips” at “a unique palace devoted to refined entertainment.” Vaudeville performer Noodles Fagan would serve as master of ceremonies for the premiere.
The Citizen News reviewed Bard’s grand opening the next day, called it “one of the prettiest small theaters in America.” Befitting the popularity of Egyptian Revival architecture sweeping the country after the discovery of King Tut’s tomb in 1922, Bard’s featured Egyptian decorative elements and featured subdued green and gold colors throughout its interior, with indirect lighting of multiple colors by Solar Lighting Co. providing another refined touch. Spacious foyers aided the feeling of open space, especially when filled with one dozen attractive young usherettes in Egyptian costumes assisting guests, adding more atmospheric touches.
Vince Barnett with the Vista Theatre in the background in The Crooked Web (1955)
State-of-the-art equipment filled the 838-seat theatre. Two “Rolls-Royce caliber” projectors in a completely isolated booth displayed films, with double dissolving slide projection allowing special effects, advertising, or information. Twin spotlights would illuminate vaudeville performances, on the small 7-foot deep stage. Besides indoor amenities, the theatre offered free parking adjacent to the theatre. Theatre owners themselves thanked local audiences for attending the premiere in Citizen-News’ ads, calling Bard’s “the newest auditorium of pleasure.”
Appealing to families, Bard’s offered children’s matinees Saturday afternoon featuring westerns, serials, and comedies, along with special music and vaudeville acts integrating the children in the audience interactively as well as animals.
Less than a week after opening, thieves broke into the building in the middle of the night, removed the safe to the men’s room. After blowing it up, they discovered a smaller safe inside the larger one, which they mutilated but where unable to breach.
In 1928, the theatre was renamed Vista, which it has remained in several configurations over the following decades, a lovely one-screen theatre that suffered its own ups and downs before once again returning to classy status in the last few decades.
The elegant Vista Theatre stands as a perfect example of an intimate neighborhood movie theatre and playhouse, providing entertainment close to home for local residents. May it continue operating as a gorgeous one-screen theatre after Tarantino’s restoration.