105 E. Houston Street,
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Previously operated by: Paramount-Publix
Firms: Boller Brothers
Styles: Spanish Colonial
Opened on December 17, 1926 for the Publix-Paramount chain, this large downtown theatre was designed by the Boller Brothers firm, and was done in Spanish Colonial and Rococco style. Its fantastic terra-cotta facade, complete with columns and multicolored arches decorated with gilded medallions, in addition to its huge vertical marquee, were as spectacular as the interior, which was one of the city’s finest movie houses of the 1920’s, along with the Empire Theatre, Aztec Theatre and, later, Majestic Theatre.
Hailed by Publix as ‘San Antonio’s Two-Million Dollar Showplace’ when it opened, it was the site of the premiere of Paramount’s “Wings” less than a year later, which was filmed near San Antonio. Stars Buddy Rogers and Clara Bow were both in attendance.
However, after many years as a successful first-run house, even thriving during the Depression era, the Texas Theatre began to decline, and closed in the 1970’s. Unfortunately, just as interest in saving many of the area’s historic buildings was starting to pick up, the Texas Theatre was razed in 1983, but its facade was salvaged, and incorpated into the modern office building built on the site. When Southwestern Bell took over the building, it meticulously restored the Texas' terra-cotta facade to its 1920’s appearance.
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