History
The Alexander officially opened its doors on September 4, 1925. It was operated by the West Coast-Langley Theatre Circuit and featured vaudeville performances, plays and silent movies on a single screen. [10] It was named after Alexander Langley, the son of Claude L. Langley, owner of the West Coast chain that included the Raymond Theater in Pasadena, and the Orange Theatre in the city of Orange. In addition to the lavish architecture, a huge Wurlitzer pipe organ was installed. A regular organist supplied improvised accompaniment during the silent picture era.
Located only a few miles from Walt Disney's Hyperion studio, the theater was Disney's favorite place to preview his cartoons to see how they would play to audiences. [11] Several movies had their preview screening at The Alex, inviting celebrities such as Alice Faye, Don Ameche, Elizabeth Taylor for National Velvet and Bing Crosby for Going My Way (both 1944). A backstage fire on August 23, 1948, caused $150,000 in damages. [5]
Starting in the 1950s, the Alex showed blockbuster films such as Ben-Hur (1959) and Indiana Jones and the Temple of Doom (1984). A wide aspect ratio screen was installed in 1954, to accommodate the new CinemaScope pictures, along with a surround sound system. The Alex underwent an extensive renovation in 1993, which restored much of the original wall-painting and decorations, as well as the neon spire added by S. Charles Lee. [3]
Alex Theatre Performing Arts and Entertainment Center
The Alex Theatre Performing Arts and Entertainment Center, located in Glendale, California, has been the centerpiece of the city’s arts, culture, and community life since it originally opened in 1925.
In 2008, the Alex Regional Theatre (ART) Board evolved into the nonprofit Glendale Arts, establishing a dedicated management model for the theatre. [12]
Over the next 13 years, Glendale Arts became the steward of the venue’s programming, operations, and preservation. Under its management:
The Alex hosted more than 200 active days of programming annually, supported by about 16 full-time and 50 part-time staff. [13]
Attendance exceeded 90,000 patrons in FY 2017–18 and 70,000 patrons in FY 2018–19; a “typical” year was described as about 80,000 attendees. [14] [15]
Alex audiences generated about $1.3 million annually in local business activity through additional spending. [16]
Glendale Arts provided $84,000 in subsidies to Resident Companies each year, yielding 17,000 attendee visits, $573,000 in ticket revenue, and nearly 300% return on investment. [17]
The nonprofit received an average management fee of $352,000 per year from the City (approximately $4.585 million total over its tenure), which supported building preservation and operations, not programming. [18]
Restoration and Capital Projects
Glendale Arts oversaw major capital improvements and restoration efforts, including:
A $6.5 million backstage expansion in 2014, adding 6,600 square feet of production and support space. [19]
The Illuminate Project (2015), which restored the theatre’s 100-foot neon tower, marquee, and starburst. Glendale Arts contributed more than $75,000 and later created the Illuminate Dinner fundraiser to support annual upkeep, averaging $15,000 per year. [20]
For these efforts, the Alex received several awards in 2017, including:
Theatre of the Year (Los Angeles Historic Theatre Foundation)
Preservation Award (Glendale Historical Society)
Beautification of the Year (Montrose–Verdugo City Chamber of Commerce) [21]
Leadership
In June 2021, Nina Crowe was appointed Chief Executive Officer and Maria Sahakian Chief Operating Officer of Glendale Arts. By then, Sahakian had booked over 3,400 dates at the Alex, generating nearly $30 million in revenue and welcoming more than 1 million attendees. Former CEO Elissa Glickman, who led from 2012, remained in an advisory role. Under her tenure, Glendale Arts grew annual contributed income to $400,000 and supported over 2,500 programs, generating more than $9.5 million in economic activity prior to the pandemic. [22]
Transition to SAS Entertainment Partners
In October 2021, the City of Glendale awarded the theatre’s management contract to SAS Entertainment Partners, concluding Glendale Arts’ stewardship. [23]
Programming and Notable Events
The Alex has hosted a range of nationally recognized events in addition to its local cultural role:
In 2017, the venue staged the finale of RuPaul's Drag Race season 9. [24]
In 2019, NBC filmed the final two episodes of its comedy competition series Bring the Funny at the Alex. [25]
Resident Companies
The Alex has been home to numerous resident and partner organizations:
The Gay Men’s Chorus of Los Angeles (GMCLA) performed more than 100 concerts between 1994 and 2021, more than any other musical group in the theatre’s history. [26] In 2018, a matinée was canceled following a bomb threat. [27] GMCLA has since shifted its primary programming to the Saban Theatre in Beverly Hills. [28]
The Musical Theatre Guild, a longtime resident company, ended its tenure after the 2022–23 season when SAS management discontinued its residency. [29] [30]
The Alex Film Society produces ongoing screenings of classic films, including The Three Stooges Big Screen Event (2024). [31]
The Glendale Youth Orchestra also continues to perform at the theatre, including its 36th season (2025–26). [32] [33]
The Alex Theatre (2014)
Side view of the Alex Theatre and the 100-foot-tall (30 m) art-deco column with neon lights, topped by a spiked, neon sphere that gave it a "starburst" appearance (2014)
The courtyard of the Alex Theatre
The Alex Theatre ticket booth
Ceiling inside the Alex auditorium.
A light fixture inside the Alex.
The Alex Theatre proscenium.
