Gone are the days when a movie ticket cost fifteen cents and a 7UP-bottle cap, when popcorn was a dime, and the theaters had a single screen. This is what I remember from experiences growing up in San Francisco in the Sixties. Saturdays included the not so easy task of getting a quarter for the movies from my Dad. Imagine, this quarter would cover the cost of the movie and the popcorn at the El Capitan! Now, approaching the 21st century, we are in the age of the multiplex. More than 300 new films are released every year, each potentially the next "E.T.", "Batman" or "Titanic." The multiplex theaters offer something for everyone. Movie-goers can choose from a wider selection of films. Theater operators are able to balance profits and losses from blockbusters to flops, and reduce manpower by consolidating concession islands. Of course the film producers like having the extra screen to display their wares. In the Sixties, San Jose started the multiplex phenomena on a grand scale with a circular geodesic dome building called Century 21 Theatre.
Looking back at opening night, November 24, 1964, Century 21 brought to the city of San Jose a colossal 950 seat circular theatre uniquely built on the Winchester Mystery House property. The technological advancement included the largest screen in California. This enormous 34 feet by 83 feet concave screen was constructed with several thousand ribbons built on a curve. The 70 mm projector and wide-angel lens produced on this screen a special effect like Cinerama or what was referred to as "3D" (three dimensional viewing).
My research into this cultural and technological institution called Century 21 Theatre included a trip to the San Jose Library's archives. I came across many articles, both actual clippings and microfiche, that describe the "million dollar-plus" Century 21 on Winchester Boulevard. Excerpts from an article printed in the San Jose Mercury News on January 7, 1965 boast, and describe images of the theatre that "lights up the night sky":
The gleaming new theater is a huge, circular building, which holds over 900 seats. Bright lights encircle the marquee. The lobby is a flagstone field encased in roof-to-ceiling glassÉThe entire interior surface of the walls and sloping domed roof is draped. Seats are deep, comfortable and all are semi-rockers usually found only in loge sections of other theaters. The Cinerama screen, well over 100 feet long and more than 30 feet high, wraps its arms around the audienceÉ
Little did Mercury News reporter Don McGaffin realize at the time that thirty-three years later this "granddaddy" of the Century Theatres would still hold that embrace effect on its audience.
The Century Theatre put San Jose in movie "Big Time" as stated in the Mercury News headlines. What was a typical trip to the movies like back in the 60's? I spoke to a neighbor of mine, Anitta Bliss, who said that her sister Jean Bliss now living in Lakewood, Colorado would remember. I conducted a phone interview with Jean. Throughout our phone conversation her voice rose with excitement even though this event took place almost twenty-nine years ago:
My next investigation led me to an appointment with the General Manager of the Century Theatres. Bill Williams, a handsome, well-dressed gentleman with silver hair, had that movie star look about him. His office is behind Century 22, a multiplex that opened in March of 1966, and the geodesic-domed companion to Century 21. The walls of his office are filled with pictures of Century 21 and Century 22's historical beginnings. Many of the pictures include the owner Raymond Syufy, Mr. Williams, and well-known film celebrities.
Bill Williams worked as the Theatre's general and marketing manager in 1965, and played a major role in the development of Century's operation manual used to implement advanced ticket sales and reserve seating. Each seat could be paid for and reserved two weeks in advance at a cost that was tiered in price from $2.80 up to $3.50 a seat.
General Manager Williams described for me a night out at the movies in the Sixties. His image compared the night to attending a play, which was considered high-class entertainment. "Plush seats and carpeting between the aisles brought strict eating regulations. No soft drinks were allowed inside the auditorium. Because most films were two and a half or three hours long, intermissions were implemented, the film was stopped and movie-goers could buy soft drinks and programs in the lobby." Programs sold for $5.00 and Century 21 showed only "Blockbuster" films, those that filmmakers said, "exceeded expectations."
The longest running movie at Century 21 was in the Seventies when Fiddler on the Roof stayed for a year and a half. "People arrived very well dressed and traveled from all over the bay area to see these movies on our big screen and hear our advanced sound system" recalls Bill Williams.
In the Sixties, Century 21 could be sold out for the night to a Benefit Sponsor. The sponsor promoted a gala evening that included a champagne reception and Hollywood celebrities to raise funds to support their particular benefit. The Children's Home Society, Hilbrook School in Los Gatos and the Police Athletic League held receptions. This was a wonderful way for Century 21 to endear itself to the community. This honored tradition, of bringing celebrities to San Jose, continues as Manager Williams describes a recent visit from movie star George Clooney!
Recruited Sneaks are previews of films shown by Hollywood film companies at their Century 22 Theatre. Theatre 22 is a multiplex of three, if you see only two movies listed on the 22's marquee, a sneak could be showing in the third auditorium. The film companies are interested in a barometer reading from San Jose's audience and their interest in the movie. The recruiting is by invitation only, with no information given to the viewer ahead of time about the film. The filmmakers include lots of survey information to be completed after the movie by those invited.
Williams also named other well known celebrities attending "sneaks" right here in San Jose's Century 22:
San Jose, in the Heart of Silicon Valley, is prized for being a forerunner in technology, and has also developed a love for celebrities thanks to the formidable beginnings of Century 21 Theatre. This giant of a theatre continues to provide the technology we desire, that bigger than life look as well as penetrating sounds, to see how our favorite stars interact in today's world. Movies often provide the audience with the latest changes in society such as dress codes or styles, moral decisions, fears, fantasies, and technological possibilities. And when our favorite celebrities present cultural dilemmas and choices within thought provoking plots, it adds to the thrill.
The film industry has been credited and sometimes accused of introducing messages that have influenced or been adapted by our culture. How is this possible? Think about reading a book. Our culture associates these "linear" print symbol messages in a book with psychological detachment; for example, I can read at my own pace, reflect and control the speed of the message. This is not allowed at the movies. There is no time to reflect or control a message or idea as in a linear print message. Because the motion picture industry can replicate a direct sensual experience, like life itself, it prevents me from regulating the speed of the message. Of course I could walk out of the theater, or shut my eyes as I have done during scary movies. It's no surprise movies' messages, particularly those messages sent by technology (special effects) and influential movie stars, have found their way into our culture and our humanity. This observed correlation also creates an economic initiative to spur research and technological improvements for audience's demand has been for more "life like" (as well as fantasy like) sensual experiences. Is there a psychological attachment and need for this experience?
The recurring need for the speed and the thrill of sensual experiences through the movie media by audiences becomes evident and measurable by the expansion of the theaters throughout the United States. They hold a strong presence in our community today. In March of this year, Paramount Pictures reported that San Jose Century's first among the top 25 grossing theaters in America for the film Titanic. I might add a comment from Century 21 Theatre Manager, Bill Williams. Mr. Williams stated that in all of his years at Century Theatres he had never observed an audience experience a film more intently than those watching Titanic. "It was total silence and total involvement", he conveyed in awe.
The Film Industry reciprocates its cultural influence with "Invited Sneaks" allowing audiences' to make changes in their movies. There is no doubt that the ticket sales are a major factor influencing the film industry. "Titanic" to date is the number one grossing film in history. This enchantment between films and society adds to our fascination with technology. Films, like "Titanic", have ability to deliver "life like" experiences through technological advances, becoming a meaningful part of society. The scope and detail provided by the filmmakers, draws the audience into an observer mode, they can actually feel like they are part of the story. Perhaps these experiences we see on the screen stimulate us to dream, to invent, to aspire, and they may stimulate action to recreate the experience in our own lives.
Another new technology used by Century Theatres is ACTS, an Automated Cinema Ticketing System that offers proprietary box office ticketing system. This allows each theater to sell advance tickets for any feature and showtime before the presentation as well as credit card ticket purchases over the telephone. Century Theatres is one of the first movie exhibitors in the country to go on-line with a website where movie-goers can log on and obtain information about theater locations, show times ticket prices and gift certificate purchases. Century Theatres also pioneered "cafes" for those who want more than the traditional snacks, and, they also installed video arcades in multiplex theaters. Century 21, "The Granddaddy", is now just one of 800 movie screens currently operating in five western states by the Century Theatres. Century 21 of San Jose still maintains the largest movie screen in Northern California.
In San Jose, the first run premiers always start at Century 21 Theatre. If the demand for this film continues and a new first run film comes out, the previous showing is moved to Century 22, making it available for continued interest, and allowing Century 21 to delight the audiences with the next and newest premier feature film. Century 21's huge screen and advanced Sony Dynamic Digital Sound system provides the movie-goer the experience they continually return for year after year.
What a memorable experience Jurassic Park was at the Century 21 in San Jose! I remember the sound was incredulous. I had always thought the lion's roar was the most fearful sound in the animal kingdom until I heard the roar of the dinosaur. Continually, I held my date's arm tightly and cringed, as the dinosaurs appeared to jump out at me (that 3D special effect) from Century 21's wide screen. I was scared, I was thrilled, and I experienced the movie. I entered into a New World, imagination, fantasy, and a truly sensual experience. Could dinosaurs return someday? The movie presents theories about DNA testing and advancing technology. Jurassic Park (re)creates the future as Titanic (re)creates the past. Both movies were an experience that only Century 21 can satisfy for me on its expansive screen and life like sound system and unparalleled "spatial experience" found in the slope and amount of space provided by the dome roof.
The installation of Century's powerful sound system did not happen without a struggle. The San Jose Mercury News reports a public conflict in September of 1976. The Century Theatre's were San Jose's magnificent multiplex with the "Granddaddy 21", 22, and 23 in operation. The action film Midway caused a stir with the neighboring property owners when the realistic "Sensurround" sound, capable of reproducing low frequency waves, provided realistic sounds of war. One neighbor interviewed by reporter Elias Castillo stated Midway is invading our bedroom. The titillated audiences heard World War II sounds of planes taking off, bombs, machine guns, and cannon explosions. Realistic sounds produced by the "Sensurround" sound track was supposed to be contained in the theater but the homeowners on Maplewood Avenue, directly behind the theaters had called and reported the sound is seeping through the concrete walls, rattling their windows and shaking them out of their sleep. "My husband is on sleeping pills. He has to go to work at 5 a.m." reports another neighbor.
I decided to call the names listed in the Mercury's 1976 August addition of the newspaper to gain a better understanding of what took place for the 18 homeowners who took their concerns about the noise to the Board of Supervisors. After many inquiries I was able to make an appointment with Mr. and Mrs. Richard Scanlon.
I was welcomed in the Scanlon's lovely home one Saturday almost twenty-two years after the conflict. We sat and had coffee and discussed the residents' efforts to get Century 22 Theatre to tone down the "Sensurround". Gerald Starkey, a county noise control specialist attended the neighborhood meeting at the time of the conflict. He stated one of the problems was the theater's wooden dome roof radiates the noise which is then picked up by the homes. The sound system itself, Starkey stated in the newspaper, was not in violation of any anti-noise ordinance.
The Scanlon's talked more about traffic and parking problems caused by the movie-goers. "They would make U-turns on our lawn and cracked the brick walk way right in front of our home" stated Mr. Scanlon. Many times their driveway was blocked and they couldn't get their car out because of the movie-goers lack of consideration for the neighborhood homeowners. Their landscape on Olin Avenue is immaculate. They have lived on Olin Avenue for forty-five years and have attended the Century Theatres only twice in all of that time. Although their gracious manner did not convey any negativity toward the Century's and Richard Scanlan stated manager Bill Williams is his friend who he talks to sometimes weekly, their attendance makes a resounding statement about the film industry in general. Mr. Scanlan worked diligently to provide the neighborhood homeowners the opportunity to buy use permits for parking in front of their homes. He attended many a Board of Supervisors meeting to get that point across. They now have those permits. Fines are imposed and cars are towed for all those people parking on Olin without a parking sticker. Yes they have to buy their sticker annually but they both agreed "it's worth it!" Mr. Scanlan was the first to say "you can't stop progress or development, it's good for most people". He went on to say "it needs to be done with consideration for all involved."
Most recently I went to the premiere showing of the movie Enemy of the State. Century 21 Theatre was packed and I purchased my ticket the day before to avoid the lines. It was exactly as Jean Bliss remarked about her theater experience 29 years ago, I could really see their faces and the Digital Dolby Sound System truly help me to experience the film. The movie was about cutting edge technology and Washington D.C. politics, both popular topics with movie-goers. Throughout the movie I observed how cinematography has it's own form of grammar. The film's symbolism quickly transport you to a past or a future event, it identifies non-verbally facts and information, and juggle clues to enable the viewer to make choices about multiple characters. The rate of speed this information is delivered is thrilling. Enemy of the State is a perfect movie for Century 21's huge screen as the audience encounters the powerful all seeing Global Positioning Satellite. I experienced a new awareness of the possibilities and scope of surveillance. The movie is very entertaining while informing the public about the latest information technology in use today. The dazzling way cinematography interacts with audience is a perfect fit for the "Information Age."
That "Information Age" we all find ourselves a part of also defines many Americans, especially those of us living in the Silicon Valley. Americans here in San Jose have discovered rewards, strength, and credibility in technology. Many Americans are becoming techno-junkies, as most own an answering machine even if they don't own a computer. Pagers, cell phones, and e-mail are other examples of the many ways to be contacted here in the valley. The movies provide the opportunity to be informed about the latest inventions and how these inventions will effect the future. As technology creates reality we Americans want to be involved in that reality, even if it is merely as an observer in Movie Theater! As I exited out of the massive dome of Century 21, I eavesdropped on the conversations of those around me. I wanted to hear what others thought about the movie Enemy of the State. One person remarked to another "I'm still dizzy from all the cameras and surveillance equipment shots in that chase scene; I think that really happens". Another person commented: "That was a glimpse into the future".
I recall one article I read in the September 28 issue of the Mercury News back in 1976. County Supervisor at the time Sig Sanchez suggested that in the future, movies featuring "Sensurround" might have to be shown outside of residential areas. He even commented that "the industry had better take a good hard look at the situation. It's better for the industry to take the initiative because government has a tendency to go beyond the "realistic", Sanchez said. Little did Sanchez picture the movie Enemy of the State showing twenty years later about government's tendencies to do just that, go beyond the realistic.
Century 21 has an extraordinary way of providing that "good hard look" for the audience with its unparalleled screen, space, and sound of realism. Century 21 theatre is the best seat in the twenty first century for movie-goers. I hope everyone in San Jose gets the opportunity to experience a blockbuster film at Century 21, the "Granddaddy" of the Century's Theatres at least once or twice, and who knows, you may end up sitting next to a movie star!
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I was a junior high student and it was my birthday, the movie was Oliver Twist. I still remember walking up to the building and the whiteness of the roof. It really stood out, the unique design with its dome shape. Inside, the curved screen had expensive curtains all around. The plush movable seats, thick carpet and that the theater was so spacious! The Dolby sound system helped to truly experience the film; the screen was so big you could really see their faces. It was a whole new dimension of visual perception. Full color souvenir programs were sold, like the ones from a Broadway play, very expensive at the time. I still have mine!
George Clooney sat in the very seat you're sitting in not too long ago. Clooney is a really nice guy. He stepped into Century 22 from my office and watched forty-five minutes of the movie Titanic before his preview movie Out of Sight was shown. George, [he told me to call him George] came up from Hollywood to attend a "recruited sneak."
Movie stars that have attended these "Recruited Sneaks" within the past couple of years include actor Danny Devito and his wife Rhea Perlman, Howard Stern, and actor Richard Gere. The studios also bring their own security to the screening along with many of the directors and producers. They are ready to make changes or cut parts of the movie from audience feedback if it is consistent with other data they receive throughout the country.