The Oakland Paramount 1938

Thoughts from David Boysel:

I have finally finished searching for advertising and articles relating to the Paramount in the Tribune for the year 1938.  For the most part the year 1938 was pretty dull where the Paramount was concerned.  There were some good movies along the way; a few with enough attendance to be held over.  Several ticket giveaways and some prize contests were peppered into the mix, but the stage remained empty and silent.  Exceptions were a Swing Dance contest by nearby Sweet’s Ballroom and the appearance on stage of the UC rowing team champions and later the football team from St. Mary’s College, all promotional in nature.

I found it curious that only the third employment advertising appeared for the Paramount in 1938; evidently there was no shortage of young ladies wanting to be usherettes.

A few ominous articles about Hitler in far away Europe and some New Deal articles, plus the preparation for the upcoming Treasure Island fair, were interesting.

The Paramount had definitely settled into being just a movie house.  Fox West-Coast was operating five Oakland theatres in 1938; by 1950 it numbered nine, all eventually under the capable management of Frank Burhans until his retirement in 1952.

The advertising for films at the Paramount were often the largest on the page for Wednesday and opening night Thursday.  After that, the advertising was just a listing on each weekday for the five Fox venues, but the Paramount was consistently at the top of the list.   This change in advertising policy was clearly a money saving effort.  Beginning in 1937, the advertising graphics changed and were more obviously created in a central office with varying “Paramount ” heading and hours tipped in.

So that was the year 1938.

-David

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