Serra Theater

2710 Junipero Serra Boulevard,
Daly City, CA 94015

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Additional Info

Previously operated by: Golden State Theater & Realty Corp., United Artists Theater Circuit Inc.

Styles: Streamline Moderne

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Serra Theater

The Serra Theatre opened in May 18, 1950 with Dan Dailey in “Ticket to Tomahawk” & Charles Bickford in “Guilty of Treason”. This was a large, comfortable first-run house when I worked there as an IATSE Union projectionist from 1980 to 1982. The first feature I showed there was "Superman II" in late-1980. The Serra Theatre was demolished in 1998.

Contributed by Donald John Long

Recent comments (view all 10 comments)

GaryParks on December 16, 2002 at 9:57 am

From what I have been told from several sources in the “old theatre fan” community, United Artists Theatres wanted to build a multiplex with parking garage on the large empty lot and existing parking area behind and to the side of this theatre, as well as in the huge basement beneath the original auditorium. The governing powers of Daly City did not want this for whatever reason, and so UA built a small multiplex across the freeway at Metro Center, Colma, and when this house opened, the Serra was promptly closed.

A coffee shop operated in the Serra lobby for several years in the mid-90s. The tenants respected and preserved the space perfectly, removing only the box office (storing it in the basement), since it attracted vandals.

Before the theatre was demolished, an antique dealer/theatre buff friend of mine purchased both auditorium chandeliers, both drinking fountains, and the chrome handles from the auditorium doors. Someone else purchased the box office, and still another person purchased and removed the huge neon and sheetmetal letter “A” from the vertical sign.

The theatre was demolished, save for its basement, lower wall structures, and lobby floor structure, which were all incorporated into the Mission style Hampton Inn which now occupies the site. A large part of the entry terrazzo sidewalk survives directly beneath the terra cotta tile entry floor surface.

gsmurph on January 27, 2004 at 9:29 am

The Serra has been demolished.

TonyS on March 24, 2005 at 10:14 pm

In 1955 my future wife ,her mother ,father ,sister,sister’s boyfriend and I went to the Serra on ‘family night’. We all got in for a total of 74 cents. The movie was ‘The Big Sky’ with Kirk Douglas.great movie,great night.
Tony S

Joe Vogel
Joe Vogel on March 13, 2009 at 7:58 pm

The May 20, 1950 issue of Boxoffice Magazine said that the Serra Theatre had opened on May 18. Operated by Golden State Theatres, the house had a stadium section, and a total (probably rounded off) seating capacity of 1000.

kencmcintyre on March 13, 2009 at 8:13 pm

An article in the San Mateo Times in November 1975 included a photo of the Serra. They were talking about turning the theater into a municipal auditorium.

kencmcintyre on April 23, 2009 at 11:30 am

This photo is dated 1985 but was most likely taken around the same time as the smaller photo in the preceding post.

Joe Vogel
Joe Vogel on October 23, 2009 at 12:25 am

Photographs of the Serra Theatre appeared in Boxoffice, November 4, 1950. The 1000-seat house was built for Mike Naify’s Golden State circuit.

ajtarantex on August 6, 2011 at 10:59 pm

this theatre was never operated by landmark It was a UA theatre the entire time I was with the company Lanay Naify Steve’s eex wife was the Manager.

Fastphilly on February 3, 2012 at 2:16 am

I remember seeing “Clash Of The Titans” there in the early 80’s.

rivest266 on August 6, 2018 at 8:44 am

This opened on May 18th, 1950. Grand opening ad posted.

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