By Harrison Power
When the State Theater opened its doors on Christmas Day in 1934, it was the newest “talking picture house” among several older movie theaters in Downtown Modesto. From live theaters like “The Auditorium” built in 1912 but converted to show film in 1922, to the grandest of cinema theaters like “The Strand Theater” built in 1921, venues accommodating the performing arts and film were an anchor of downtown entertainment. The State Theater was by no means the largest of theaters nor the most opulent in town, but its style and character brought optimism and positivity to downtown amid the Great Depression. Over the decades as other theaters closed, fell into disrepair, or were lost to fire, “The State” endured changing clientele and shifting styles to remain a downtown destination, becoming the last remaining historic movie theater in Modesto.
George M. Mann and Morgan A. Walsh of Redwood Theaters, Inc. announced plans to build the State Theater in July 1934 for a cost of $100,000 at the corner of 13th and J Streets, blocks away from other movie theaters along 10th Street, but the location was considered central for movie goers. The area surrounding the theater was still a mix of residential and commercial, with three houses being sold and relocated in order to clear the lots for construction. Mann and Walsh at the time, based out of San Francisco, also managed the Princess (Later Covell), Modesto, and Lyric Theaters. They tapped the Los Angeles-based architect S. Charles Lee to design the new theater, who was revered as one of the most prolific designers of movie houses in the country.
While S. Charles Lee’s theaters were primarily built in Southern California, he designed a number of theaters for towns in the Central Valley and Bay Area. Lee opted for an Art Moderne style for The State, which incorporated a minimally-detailed facade with emphasis on horizontal lines and an open air lobby with a box office booth. Tile work adorned the exterior underneath the marquee, and two business fronts were included on either side of the theater entrance. The interior of the theater provided stadium-style and loge seating for 800 people, indirect lighting was utilized so no fixtures would be seen, and the walls were decorated in gazelle murals. Construction was overseen by Modesto contractor Harry Brown, who managed to complete the project within five months. The auditorium seats, the sound system, and the neon-lighted marquee were all installed just within three weeks of the grand opening.
On December 20, 1934, following a Chamber of Commerce luncheon at the Hotel Modesto, the theater was formally dedicated at a public ceremony, where Acting Mayor Roy Pack spoke on behalf of the City and former mayor Sol P. Elias traced the history of theaters in Modesto. Five days later, after much advertisement and fanfare, the State Theater held its grand opening on the morning of Christmas Day 1934, with screenings of “Flirtation Walk” and “La Cucaracha” throughout the day. General admission on opening day was 35 cents, loge seats were 40 cents, and children were just 10 cents – matinees would go on to be 25 cents. To drum up enthusiasm for the new theater, marketing efforts in early 1935 included “Cash Tuesday” giveaways, where $50-$500 was awarded to lucky winners.
The State Theater over the years operated under numerous general managers, including Jack Ulrich and the longtime lady of the house, Rose Saso. The 1950’s and 1960’s saw the State undergo renovations and remodels to adapt for modern cinematic technologies, and to expand lobby amenities and design furnishings. The State Theater did eventually sell, but was reopened in 1979 as Cine Mexico by Leo Valdivia until closing in 1992. Sitting empty with its future uncertain, the Downtown Arts Project purchased the theater in 1994 and oversaw renovations of the space to better accommodate live performances, since the original screen stage was only five feet deep. This led to a renewed community focus on the State Theater, and the Modesto City Council designated the State Theater as City Landmark #22 in 1995. In 2005, The State Theatre of Modesto Inc., a non-profit created to further support the State’s renovations and commitment to the community, purchased the theater and facilitated a $2.5 million project to revitalize the historic theatre. The non-profit board continues to volunteer time and work with theatre staff to ensure the longevity and preservation of the movie and arts house.
The story of The State Theatre is one of community character, historic preservation, and cinematic perseverance. A silver screen survivor in downtown, The State serves as a point of immense civic pride for Modesto. It is a preserved gem from a bygone era, reinvigorated for future enjoyment and entertainment by patrons, volunteers, and benefactors who support The State in the name of bettering and enhancing the community. This Christmas, as the State Theatre achieves its 90th Anniversary milestone, let us celebrate the historic venue and movie house that helps make Modesto merry and bright.
