history of the granada theater
Phil Isley Enterprises opened the Granada Theater, its first in the Dallas market on January 16, 1946 with the film, “Mildred Pierce”. The theater’s exterior is adorned to this day, with a luminous spectacle of neon lights reminiscent of 1940’s Hollywood glitz. Located throughout the building is a heavy presence of Golden-Era art deco designs featuring rounded corners and linear accents. Once inside the theater’s main hall, you will see original, untouched art murals designed by the same artists who helped design Los Angeles’ s famed Grauman’s Chinese Theater. The grand scale murals depict different genres of film with the ceiling feature depicting a mythological “film goddess” standing over a reel of film.
The Raymond F. Smith designed theater had 950 seats and a tower with changing neon lights. The Granada was community-minded with benefit screenings, church services, early children’s matinees with yo-yo contests, and local-interest film choices. The neighborhood theater was family friendly providing a soundproof room available for nursing mothers, referred to as the crying room.
Almost twenty years into Isley’s operation, he sold the Granada and 12 other theaters in his portfolio to John H. Rowley for $1.5 million. Rowley had just sold out of his Rowley United as that circuit would operate as the southwest region of United Artists (UA). The Granada would be the first group in Rowley’s newly-christened and short-lived “Big Tex Theaters”, before being absorbed by United Artists. Under UA operation, the Granada lost its way as a number of theaters on the periphery of the Central Zone in Dallas struggled.
Within the C-Zone, newer theaters like the UA Ciné, Medallion, and Northpark I & II got the new films. Veteran Highland Park’s Village got the family films and the Wilshire did great with road shows and first-run bookings. The Arcadia, Coronet, Knox St., Lakewood and Granada, failed to stay relevant just outside of the C-Zone. Pitched as an occasional under-carrier completing UA Ciné roadshow runs including “Far From the Madding Crowd” and “Funny Girl,” UA positioned the Granada as an arthouse after having a big hit with “The Producers.” The start was so good that UA switched names of the “Veteran Avenue Theater” in East Dallas to the “Guild Theater” in order to re-brand.
The Guild failed with art films and a company called Guild Art Theater would sublease and reposition the Guild as a porn theater which was very successful. The Granada too, was struggling as the Northpark III & IV came along adding new options for moviegoers. The Guild subleased the Granada from UA taking down posters for the MGM classical musicals in February of 1975, and abruptly switching it to an X with XXX second-show, “hardcore” porn.
Local shop owners were less than thrilled with the change, and the police raided the theater during its very first week. A petition signed by 1,400 people tried to end the porn and picketing protesters. The city put enough pressure on the theater, as well as the nearby adult operator, the Coronet Theater, including raids and daily fines to force a change. Guild Art would sub-sublease the theater to William Smart and a partner in late August 1975, who changed the theater back to a discount house. The first-time operators signed on with New American Cinema – which vacated the Festival Theater – and Zoo-FM, a local rock station which showed music-centric midnight shows during that period. The protests and raids had stopped but so had a viable flow of patrons. The Granada brand was tarnished and the sub-run $1 concept failed within five months. In March of 1976, the Guild came back playing adult films. The Guild left the building under scrutiny and UA subleased the theater to an operator who changed the theater to sub-run discount in November of 1976.
Those operators reportedly walked away from the theater January 13, 1977 failing to make rent and UA locked up the property and the lease finally expired. UA left the property.
1977- John Carruth made the flip from movie theater to music hall with 600 seats, the extension of the stage, and the addition of lighting and sound systems. Storerooms behind the screens became dressing rooms and the concession stand now served drinks. The theater opened with Kenny Rogers, but was short-lived. The changes would serve the theater well down the line but its immediate future was uncertain and its vacancy left a sting with lower Greenville residents.
1978- Theaters including the Esquire and the nearby Wilshire were among the single screen post-War suburban theaters in Dallas being demolished, but operator Movie Inc. , out of New Mexico , took on the other neighborhood former-art-turned-porn-theater in the Coronet creating an often sold out repertory and cult film establishment. Having just 309 seats, Movie Inc. needed a bigger place so the Edison moved to the Granada Theater on April 20, 1978. The Granada held twice as many people and was more of a nightspot for the target audience.
1980- The Edison was out and new operators came in to try an eclectic fare, then another with an “Edison-esque” type of movie club concept, which did not work.
1984-86-Bill Neal ran the theater and the last showing under his reign was “The Tingler” on Halloween night of 1986. This was followed by a petition with 2000 signatures and “Save the Granada” signs , in a bid by residents who opposed the theater’s closing. This was quite a change from 10 years prior.
1987- John Appleton and Keith McKeague completed the last interior overhaul: including taking out theater seating, terracing the sloping floor and adding tables to the floor plan for food service. They changed the auditorium colors to the present green and gold, preserving and highlighting the details in the original murals and launched the “Granada Cinema ‘n’ Drafthouse” with beer as an option while watching second run movies.
1992- Brian Schultz took on the Granada forming Granada Entertainment.
1997- The Granada reported $2 million in revenue which allowed for the purchase and redesign of a second location, the former UA Prestonwood Creek on Belt Line Road which would have a full kitchen and play first-run films.
1999- The original Granada changed to first-run films. With competition heavy from the new Angelika, the Granada closed at the end of March 2001. Schultz’s fledgling Granada Entertainment circuit would soon become the dynamic, multi-state Studio Movie Grill circuit that blossomed in the early 21st Century.
2002- New operators refurbished the Granada taking it back to live concerts including Bob Dylan, Dolly Parton, Steve Winwood, and Peter Tork of the Monkees. The theater held football viewing events, Oscars parties, and even brought cinema classics back. As the theater was approaching its 70th anniversary, it was just as vibrant an entertainment spot intertwined with its neighborhood as when it had opened. The Granada proved to be quite the survivor in Dallas’ entertainment history.
2004-Current owners Mike Schoder and Julia Garton have channeled their love of live music into one of Dallas’ most diverse and intimate music venues, just recently named one of the top 50 venues in the country.
private events
Not only is the Granada Theater a great place to catch the latest and greatest music acts, but it also serves as the perfect venue to hold special events.
Corporate parties, holiday events, weddings, receptions, product launches, fashion shows, film screenings, business meetings, discussion forums – we cater to all.
awards
“Best Concert Venue 2020”
(Central Track Music Honors — 2020)
“The 10 Best Places to See Live Music 2016”
(Southwest The Magazine – Sept 2016)
Best Live Music Venue 2010-2011
(Pegasus News DFW’s Ultimate Best)
Best Live Music Venue 2007-2010; 2012-2015
(Dallas Observer Music Awards)
Best Live Music Venue 2011-2015
(Dallas Observer Reader’s Choice)
Top 10 Cultural Destinations in Dallas 2008
(Modern Luxury Dallas, Best of City)
2007 Nightlife Winner
(Citysearch Best of City Search)
Best Show-seeing Place 2006
(D Magazine Best of Big D)