THE MAJESTIC CREST THEATRE
WESTWOOD, LOS ANGELES
Majestic Crest Photo © 2007 by Daniel Paul
The Majestic Crest has a long and varied history, from its opening in 1940 as a legitimate (live stage) venue, several years as a newsreel house, and a long run as LA's premier art-film showcase, through a very creative renovation in 1987.
The theatre's new retro look was completely designed by Joseph Musil including the handsome new facade and eye-catching marquee. Mr Musil is the same artist who transformed the rundown Hollywood Paramount in 1991. His designs go beyond the physical look of the theatre, to include how everything works, from way the marquee flashes to the way the curtains move.
Both the Crest and Paramount were then owned and operated by Pacific Theatres. The Crest was bought for $3.2 million in 2003 by Robert Bucksbaum, a man with a passion for classic movie theatres. Bucksbaum, inspired by the family-run movie palace in the Frank Darabont film THE MAJESTIC, replaced "Pacific's" on the marquee with "Majestic" and officially renamed the theatre The Majestic Crest.
In addition to its spectacular marquee, the Majestic Crest features a beautifully ornate lobby, amazing black-lit wall murals of old Hollywood landmarks, accurately depicting their appearance in 1939, and a celestially accurate star field, with a star that shoots across the twinkling ceiling at showtime.
This theatre exemplifies the kind of showmanship that is missing from today's cineboxes, proving how much a theatrical atmosphere and showcase presentation can enhance the moviegoing experience. At the Majestic Crest, movies are not merely shown, they are Presented. Be sure to arrive early enough to fully experience the theatre, and the unique way it begins a show.
In the summer of 2007, a patron who had seen HAIRSPRAY at ArcLight and hadn't been overly impressed with it, saw the same movie at the Crest and loved it. He wrote on Cinema Treasures that the theatrical ambiance and presentation at the Crest fully enhanced enhanced his moviegoing experience.
Joseph Musil designed two sets of curtains for the Crest, and personally programmed the impressive curtain opening prologue (synched to the music from "That's Entertainment!") that unveils every film. However, the original front curtain was ruined during a photo shoot involving Paris Hilton, and Mr. Bucksbaum had to bear the expense of having a new one made, which is not as elaborate as Musil's design. Careless film crews have left significant damage around the theatre as well, which increases the financial challenges of maintaining this theatre in such good condition.
Imagine sinking your life's savings into your dream, which eventually begins to cost more than it brings in. With most high-profile films going to venues run by large chains like AMC and Mann, an independent exhibitor faces a constant struggle to book enough good pictures to fill the place. The studios take about 90% of the ticket price in a film's first weeks, and the Crest's ornate neon marquee alone adds considerably to the electric bill. Those are just a few of the challenges involved in keeping this theatre open. In the Spring of 2008, with his operating costs becoming a heavy burden, Mr. Bucksbaum was reportedly seeking a buyer for the building, preferably one who would allow him to continue to operate the theatre.
When the property was listed for sale, the Westwood Homeowners Association engaged architectural historian Daniel D. Paul, who has successfully argued for preservation of numerous significant buildings. After extensive research into the building's history and condition, Mr. Paul realized that even though the additions to the theatre were made in 1987, the sheer artistry of Joseph Musil's design enhancements made the Crest worthy of landmark status. in March of 2007, on behalf of the Westwood Homeowners association and Friends of the UCLAN Crest Theatre, Daniel Paul filed a comprehensive and convincing study, requesting that the Cultural Heritage Commission consider granting landmark status to the Crest.
Concerned that it would limit his options, Mr. Bucksbaum initially opposed the motion for landmark designation. After being appraised of some possible economic benefits of landmark status, he withdrew his objection.
© 2007 by Daniel Paul
On May 14th, 2008, The City of Los Angeles officially designated the Majestic Crest Theatre a cultural historical monument - a Landmark! The decision is certainly a victory for theatre preservation, as it does protect the building itself, but let's remember that the story does not end there. Landmark status does not ensure that the building will continue to operate as a theatre. The Crest still needs to pay its bills, or it could end up as as another theatre converted into a bookstore or some other commercial use.
As Bucksbaum was told at the landmark meeting, the promised tax relief was not due for months. With a longterm lack of viable attractions, the Majestic Crest reportedly continued to lose money, and the owner said that a huge tax bill from the city had forced him to put the theatre building up for sale again at $4.75 million. As of Spring 2009, the Majestic Crest was still held by the same owner, and had been featuring some high-profile independant and major studio pictures.
A note to classic movie theatre enthusiasts: Think about all the great theatres that have been lost because they simply didn't have enough steady patronage to survive (most notably, the National in Westwood, which, after being denied landmark status, was demolished as the Crest case was being considered). Support this classic movie theatre with your ongoing patronage, and tell all your friends. Entertainment industry people should consider the possibilities of having more premieres, film festivals and special events at the Crest. (as long as they're careful not to do any damage!)
The Majestic Crest is well worth a drive past your local multiplex. It is owned and operated (at least for now) as a labor of love, by someone who has done his best to keep it in good condition, but, Like any business lacking a steady, substantial income, its future is uncertain. Take every opportunity to support and enjoy the superior moviegoing experience at the Majestic Crest while we still have the chance!
Majestic Crest Photo © 2007 by Daniel Paul
THE MAJESTIC CREST THEATRE - 1262 Westwood Blvd, South of Wilshire - 310-474-7866
Advance online purchase and Reserved VIP Seats are available for a surcharge. Parking in the AMPCO lot at 10866 Glendon, 1 block East of Westwood, is just $2 with validation. Check Showtimes online, get details from the phone recording at 310-474-7866, or call for live information at 310-470-6008.
Tour Joseph Musil's Museum of Theatre Design, including Mr. Musil's designs for the Crest.