THE SHOW STARTS AT THE CURB
By MICHAEL PERKINS
URBAN ARCHITECTURE IN THE EARLY 20th CENTURY convulsed our sense of what a “proper” building should be, with a seismic shift in aesthetics from the staid and respectable design of the Victorian age. It’s no coincidence that this revolution occurred at the very same time that the age of mass media washed over the world, as the dictates of print advertising were supplemented with the promotional energies of movies, radio, and, eventually, television. Cities whose businesses were born in this loud, aggressive crucible of modern advertising would drastically change the way those businesses competed for our attention. Structures from the 19th century sometimes bore advertisements on their exteriors, from signs to posters. Structures in the emerging 20th century were advertisements….their design screaming out their intentions with neon, explosions of color and extremes of design. In a real way, whatever show was inside the stores truly began at the sidewalk.
Photographers are still scrambling to chronicle the vanishing echoes of this design surge, which was most vividly expressed in the streamline, moderne, and Art Deco movements. Function dictated form: a boutique selling hats might actually look like a hat: a photo shop might design its storefront to resemble an enormous camera. Even banks went from the quietly dignified Doric columns and Romanesque scrolls of the Gilded Age to the bizarre Aztec-meets-Moorish-meets-Hollywood mishmashes of the the Jazz Age, with every place of business screaming for your eye. All of this proves catnip to photographers, who now experience pangs of nostalgia for the bold and brassy looks that predate their own lifetimes. Give me a blinking, blaring mass of zigzags and chevrons and I am in some kind of Busby Berkeley fever dream. Especially with theatres.
Many of the world’s old neighborhood bijous have gone down to dust, others converted to street corner churches, antique shops or themed cafes. And of those that do survive, some still actively celebrate their original functions, and thus are among my favorite things to shoot. The image seen here is of downtown Ventura, California’s Century theatre. The structure is particularly delightful, its soft pastels dreamily gleaming in the warm light of this charming seaside town. California as a whole, perhaps because of its direct connection to the film industry, has seemed to have salvaged a greater number of these little jewel boxes than is typical for other parts of the USA, although they, too, have seen many such houses crushed under the heel of what passes for progress. In any event, I can be counted upon to stop, stare, drool and shoot when encountering one of these picture palaces. Because the old theatre program billings, in which features were preceded by cartoons, newsreels, shorts or travelogues, left out an important first step….that “show” that starts at the curb.