by Susan Couso
Let’s go to the movies! Those few words have excited local citizens for almost 100 years now. Back in 1921, when Susanville’s Liberty Theater was built, the idea that pictures could move was an amazing thing. And the theater not only provided entertainment with the latest and best movies of the day, but it was a meeting place, and the ‘newsreels’ provided photos of world happenings.
Events like the Hindenberg disaster and WWI were read about and talked about, but now they could be seen. Remember, there was no television or local radio station in that time. News came mainly from newspapers. The Liberty was an extremely popular place, and in 1923, it was sold to a San Francisco motion picture syndicate.
In 1924, T. & D. Jr. Enterprises took over management of the Liberty and had great plans to remodel and beautify the establishment. But after only ten years of ownership, the old building was in bad shape. It was deemed unsafe by state inspectors and ordered to close in August of 1934.
By September 1934, building permits for a new theater had been issued by City Engineer Harry Riddell, and work began on what was to be a fantastic $25,000 structure. The equipment and decor were estimated to cost another $50,000, and the new theater was to be completed by January 1st, 1935. It missed that date a bit, but the amazing new theater, now named the Sierra Theatre, was opened March 8th, 1935.
On opening night crowds thronged into town to attend the showing of The Whole Town’s Talking, starring Edward G. Robinson.
From the Lassen Advocate – “Capacity audiences attended the opening performance while near capacity crowds jammed their way into the structure Saturday and Sunday. The attendance was considerably swelled by residents from all parts of California and even interior California who made the trip to see the theater which has been classed as the most modern in northern California.”
Theater manager, James Ayers and his wife hosted local dignitaries and theater officials with a party in their apartments at the Knoch building. The whole party then moved to the Hotel Mt. Lassen for dinner before attending the theater’s opening night showing.
The Marquee out front was an astonishing sight for the small town. It contained 480 electric lights and 1,500 feet of neon tubing and could be seen from far away. But once inside the beautiful deco-inspired front doors, the real treat began. The decorative theme was designed and supervised by William Chavalas, and played on the soft muted tastes of the day.
From the Lassen Advocate, “A rich peach color, stippled with a rubber brush on the walls and ceilings, forms the base of the interior decorations. The figures on the ceiling are free hand designs elaborated with silver and whether seen in daylight or artificial light produce a distinctly pleasing feeling of harmony and comfort. The new seats, upholstered in black and orange, leave nothing to be desired as the show goes on.
“The three sets of doors are enlivened with the addition of gold to the decoration, lending brilliance in harmony with neon signs and elaborate front lighting. The finest of mirrors at various locations are bordered with gold, and in the center of the wall on the mezzanine floor is a figure of Orpheus, emblematic of civilized life.
“The ladies dressing room is done in pink on gray and a free hand design. The whole auditorium is peach with light ivory tone with an outline of fine silver lines – ‘conservative modern’ effect. The beams are done in gold supported by two bands of soft green-gray decorated with light sienna band. The posts are green and silver.”
Clearly, the theater owners had designed the Sierra Theatre to become the center of the community. And they were successful. Not only did the theater show the best movies available and provide news and information, but many other events were held in the beautiful building. Through the years the theater has hosted such affairs as plays, Vaudeville shows, election polls, Junior College baccalaureates, talent shows, award presentations, fundraisers and private parties.
For many years the Elks hosted their annual Christmas Party there, with a usual attendance of 2,300 local children! The theater was, and is, an exciting place.
In March of 1982, Mike and Carolyn Smith opened the newly remodeled Sierra Theatre, making it into a ‘twin’ by converting the old balcony into a separate upstairs theater. Their extensive remodeling brought the old theater into the modern world. And today, with the addition of their Uptown Cinemas, there is no excuse for not having a good time in Lassen County!
The Sierra Theatre in uptown re-opens tonight after a year of closure because of the COVID pandemic. You can find out what is playing by clicking here.
