%20.jpg)
Plans to build the fourth and final installation of the Orpheum circuit in Los Angeles, designed by G. Albert Lansburgh, began in the roaring 20s. Construction for the quarter-million-dollar theatre officially began in 1925 and just one short year later, in February 15, 1926, the Orpheum Theatre opened on Broadway in Downtown Los Angeles.
​
25 years prior to the opening of this theatre, a brand new theatre, originally called The Orpheum, opened in 1911 in downtown Los Angeles. This Orpheum theatre was home to some of the biggest names in vaudeville performances such as Harry Houdini and the Marx Brothers, making this Orpheum theatre the hip spot for vaudeville in Los Angeles. In the 1920s, as motion pictures began to gain popularity, the Orpheum circuit decided to build a new, grand vaudeville theatre on Broadway in order to compete with the film industry. This new theatre was named The Orpheum and the old was renamed the Palace Theatre.
The new Orpheum theatre belonged to the Orpheum circuit which opened vaudeville theaters throughout the US and Canada. However, as vaudeville was getting expensive and less popular, the circuit lost reigns of the Orpheum Theatre Los Angeles a few years after its opening.
The large and popular theatre, which can accommodate over 2000 people, is home to the of the only surviving Wurlitzer theatre organs in the country and has seen a variety of popular performers. These performers include Judy Garland, Bob Hope, Ella Fitzgerald, and Duke Ellington. As vaudeville lost popularity, the theatre became a place for motion pictures, but opened its doors to some music concerts such as Aretha Franklin Little Richard, and Stevie Wonder in the 1960s.
As Hollywood feature films and automobiles gained popularity, people began to travel to other entertainment options throughout Los Angeles, leading to decline of the theatre district, including the Orpheum. Many theaters were closed or sold, becoming movie theaters or retail spaces. In 1979, the Broadway Theatre District was placed on the National Register of Historic Palaces, making it the first and largest historic theatre district to appear on the list.
Regardless, the Broadway Theatre District was still in decline. In 1982, as the Los Angeles Theatre was facing demolition, business leader Ezat Delijani purchased this theatre along with many others and formed the Broadway Theatre Group. The goal of the group was to restore these theaters and revive downtown Los Angeles.
In order to regain popularity in the 1970s and 1980s, the Orpheum Theatre chose to meet the needs of the growing latin community. The Orpheum showed movies in Spanish or with subtitles to adapt to the changing times. In the 1990s, once again to keep up with the times, the Orpheum opened its doors to Hollywood film crews to be featured in motion pictures, television shows, and music videos.
In 2001, for the 75th anniversary of the Orpheum Theatre, in conjunction with the revival of downtown Los Angeles and production of Hollywood films, the theatre underwent a $3 million renovation. This was the largest renovation done on any theatre in the Broadway Theatre District. The goal of the renovation was to preserve the Orpheum historic and original architectural constructions while also modernizing to keep guests comfortable. Renovations included air conditioning, seats, stage rigging, sound equipment, and lighting systems.
Since the renovation, the Orpheum has appeared in countless popular films, shows, and music videos. Notable ones include The Artist, The Curious Case of Benjamin Button, Dreamgirls, Transformers, America’s Got Talent, So You Think You Can Dance, Lonely by Akon, Shape of My Heart by The Backstreet Boys, and Mean by Taylor Swift. Steve Needleman, CEO of the Anjac Fashion Buildings which own the Orpheum, says he heavily markets the Orpheum Los Angeles as a film location. “He says up to 60% of his business comes from film and TV productions, which pay as much as $10,000 per day to shoot there.”
Due to its popularity on camera and the opening of the Staples Center nearby, Needleman has noticed a positive change in the demographic of its attendees. He states “over the past few years we’ve noticed that we are attracting the younger generation for silent film screenings, organ recitals, and pop concerts. Once Staples Center opened, people are finally coming out and exploring downtown LA again.”
The Orpheum has hosted famous, new-age acts such as Lady Gaga and Maroon 5. Even more recently, the Orpheum hosted the very popular young poet Rupi Kaur, and will soon be home to Netflix Is A Joke Fest, Ricky Gervais, and The Masked Singer. As the Orpheum continues to regain notice and popularity, the branding and marketing of the theatre should continue to evolve with the times.