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Minor correction on spelling: it should be Niños Heroes. Also, it should be Sala 1 and Sala 2 – we don’t spell it ‘salle’ in Spanish, unless they’re stylizing it to French, which means ‘room’ roughly.
I last remember seeing “Beyond The Poseidon Adventure' (which could have been paired with its predecessor as a double feature) here in 1979, when it was a beautiful one-room theater with balcony and painted wall frescoes (can’t remember the theme motif, though). I lived a few blocks away.
Minor correction that address, corner of Calle Cuarta (4th Street – the one with the taxi – also known as ‘Calle Salvador Díaz Mirón’) and Mutalismo. I lived on 3rd Street (also known as Calle Carillo Puerto) one block away from 1978 through 1980 and would go see movies there, as well as all the great ones Tijuana had to offer – and all walking distance from us. Interesting restoration article here: https://www.elsoldetijuana.com.mx/local/resurge-zaragoza-1880311.html
Oh what a time – and place! This became a babysitting facility for my younger brother and I (ages 9 and 11) that late summer of ‘77. We had to stay with our just-divorced dad for one of those summer months and we just hated having to be there with his new wife and baby (I’m sure she hated it, too). At any rate, this theater was right down the hill, and we’d sit through 1½ showings of 'Star Wars’ each session (we’d start mid-way about the Cantina scene). Oh, and it was not ‘Episode 4’ nor ‘A New Hope’ yet. I think we managed a total of 12 or 14 viewings that summer! One way or the other, it cost our dad, plus the concession stuff! Note: it also could have been the following summer of ‘78, as I believe 'Star Wars’ ran there for over a year.
Although no pun intended, this Valley Circle ad from 1966 really brings it full circle to me: I was born in 1966 and this theater was a a second home for my brother and I during the summer of 1978. Star Wars was on it’s 2nd-year run there and my brother and I would do a double viewing every day Monday through Friday while our recently-remarried dad went to work ( we didn’t want to spend time with the step-monster, I mean ‘mother’), so it became our coping sanctuary. What a beautiful theater this was with its 150-degree Cinerama screen and all!