history
The Beverly Cinema: A brief history and some interesting facts
1978 - Present: The Beverly Cinema is nearing it's twenty-fifth anniversary as Los Angeles last remaining fulltime revival cinema. The "Beverly" has been screening repertory double bills continuously since it opened in May, 1978.
The program has been a consistent presentation of two films each day, with a new double feature three times weekly. The variety of pairings runs the gamut from old Hollywood classics, recent independent film, European and Asian favorites, to the occasional silent or animated feature; Scorsese to Eisenstein with Hitchcock and Godard thrown in.
1968-1977: Before the current policy of film classics and hence the subtle name change to "New Beverly" (adding "New" to the Beverly's marquee was much cheaper than erecting a new sign), The Beverly Cinema was an x-rated venue for about nine years. During this period, the theater showcased current adult feature films as well as stage shows consisting mainly of nude dancers.
1960-1966: The theater was named "Eros" before changing to it's current name. The program policy at that time was primarily European films with erotic themes, along with American independent film available at that time, of a similar thematic nature i.e. sexually oriented or containing brief scenes of nudity.
It's earlier incarnation in the early 1960s was the Europa. By that name, I presume that mostly European films were presented. The programming during the "Europa" period leaned more toward films of a more serious and artistic nature. Ironically, the Beverly Cinema's current status as an art revival venue is not the first time the present location showcased films of this genre. The building had a much earlier tenant running similar programs. It may in fact be Los Angeles first home for serious foreign, domestic and independent cinema, predating any of Los Angeles current art house screens.
At a time when movie going in Los Angeles was limited to major studio films, the building at: 7165 Beverly Boulevard housed a rather unique cinema club called The Capri. It was also at one time named the Riviera. It was part of a cinema society along with it's sister theater, The Coronet, located on La Cienega Boulevard. It showcased a variety of eclectic programming available no place else in Los Angeles.
The Riviera-Capri and Coronet printed a sophisticated fold out program listing each month's cinema offerings complete with photos, showtimes and descriptions of each film shown. This type of direct advertising of coming attractions was unique and limited to this one film emporium. No other Los Angeles movie house utilized a printed program until decades later at the Fox Venice and later at the Nuart. Many of the films were Southern California exclusives and premiers. The variety of films presented was beyond almost any film venue operating in today's Los Angeles film scene.
A 1961 Rivera Capri schedules lists film fare as varied as captured Nazi news reels, Kenneth Anger's "Fireworks"; (1947) to a film by Stan Laurel before he joined up with Olive Hardy. On this same monthly program was Pepe Le Moko as well as W.C. Field's in the "Bank Dick."
Another Rivera program from the early 1960s advertises screening of Sartre's "The Crucible", presented in French along with Leonardo Da Vinci, directed by Luciano Emmer from 1952. On the same month's calendar, the theater screened "Rashomon", Olivier's "Hamlet", "Citizen Kane"; and Peter Seller's "The Mouse that Roared" - eclectic programming indeed and playing at 7165 Beverly Boulevard; Los Angeles, California over forty years ago!
However, long before a movie screen hung at the 7165 Beverly Boulevard location, the building housed a vaudeville theater and then later a night club famous as an early Hollywood landmark, Slapsie Maxies.
Although Slapsie Maxies later moved to Wilshire Boulevard, the original Slapsie Maxies nightclub was located on the exact same premises as the Beverly Cinema.
The time was about 1945-1946 when Maxie Rosenblum, New York born prize fighter and later B movie actor, lent his name to the famous night spot. Behind the scenes, the real estate was owned by Mickey Cohen (infamous Los Angeles mob boss).
On this location, Cohen brought from Atlantic City the struggling comedy team of Dean Martin and Jerry Lewis. It was to be their first West Coast appearance. Slapsie Maxies, still located at 7165 Beverly Boulevard, featured early performances by Jackie Gleason, Phil Silvers, Danny Thomas and Joe E. Lewis. It's difficult to imagine today, when sitting in the non descript location watching a movie, that in an earlier time there was glitz and glamour torn from a page of early Hollywood history, and all this at the very same four thousand square feet on Beverly Boulevard.
