Grauman's Unique

1132 Market St. (on the pre-1906 numbering system) | map |

Opened: The father and son team of David and Sid Grauman opened the theatre in 1901. The Unique was on the ground floor of a four-story building on the north side of side the street between Mason and Taylor. A current address for the location would be 974 Market, a few doors east of the Warfield Theatre.

 

In 1902 the Graumans got involved with another venture nearby when they leased the auditorium of the Odd Fellows Hall at 7th and Market and turned it into the Lyceum Theatre. 

 

The west end of the block in 1895 with addresses from 1120 to 1180. That's Taylor St. on the left. It's a drawing by E.S. Glover for the Illustrated Directory Company that's from the David Rumsey Map Collection. Bay City Market is here given 1144 - 1146 addresses. By the time of the 1905 Sanborn they had moved east one building to 1138. Also see the east end of the block with addresses 1032 to 1116: "Market St. North Side - Junction Turk and Mason Sts."

 

 

In the center of this detail from the Glover drawing is a closer look at the building that would soon house the Unique, here with Vienna Bazaar on the ground floor. Click on either of these images for a larger view. On the 1905 Sanborn map the Unique's building would be with 1130 - 1132 addresses. Also see an 1880s view of the building in the Open SF History Project collection. 

 

 

An 1898 parade view from the Open SF History Project collection, their #15.765. We're looking east from Taylor St. The four-story building that would later house the Unique on its ground floor is indicated.  

 

The building that would later house the Unique can be seen in image 50 of Volume 1 of the 1899 Sanborn Fire Insurance Map that's in the Library of Congress collection. Thanks to Art Siegel for locating it. 

A c.1899 parade view. Directly behind the telephone pole is the building the Unique would later be located in. It's a photo on the Open SF History Project website, their #71.0749, from the Martin Behrman Negative Collection of the Golden Gate NRS, Park Archives. Thanks to Jack Tillmany for locating this one in the collection.

 

 

The Unique hadn't arrived yet by the time this photo was taken of the September 9, 1900 Admission Day Parade. The theatre would soon be just to the right of the Bay City Market. Thanks to Jack Tillmany for locating the image in the Open SF History Project collection, #15.1202. Also see another shot of this part of the block during the parade, #15.1201. 

 

The theatre opened in early 1901. The July 16, 1916 issue of Moving Picture World had a promo piece looking back on David Grauman's career titled "D.J. Grauman Early In The Game." The article noted:

"Shortly after the first moving picture show was opened here Mr. Grauman arrived from Alaska, where he had been working off a touch of the gold fever, and for a time was with 'Pop' Furst, who had a small theater in the very heart of the city. Shortly after he became settled here he took over a store on Market street, between Mason and Taylor, and here was opened what Mr. Grauman believes to be the first ten-cent vaudeville house in America, the Unique theater, moving pictures being one of its leading attractions.

"'When I first began showing moving pictures,' said Mr. Grauman, 'a hundred foot subject was regarded as being a long feature. Most of these came from France and England, and some of them were splendid pictures, as would be shown if run through a modern machine. Everything had to be bought outright and as there were but few made it was necessary to run them for a long time. People saw the same subjects over and over again, but there was never any complaints on that score. My stock of pictures was quite extensive and frequently I had from $3,000 to $5,000 tied up in these, an item of expense that the present day exhibitor knows nothing of.

"'One of the funniest subjects ever shown at the Unique theater was a French picture known as 'A Trip to the Moon.' This created quite a sensation at the time and I showed it a great many times. In time Edison started making pictures, but the first ones were poor in quality and it was some time before they reached the standard set by the foreign makers. When the Unique theater was opened, about eighteen years ago [sic], five acts of vaudeville and about 100 feet of pictures were given for ten cents, and the vaudeville acts were not the lengthy kind seen today. Short shows, short intermissions and no delays between the acts were the order of the day and there were always crowds waiting to get into the house. This little theater is quite a contrast to the Empress theater of today where eight acts of vaudeville and five reels of moving pictures are given for the same price of admission, ten cents.'"

 

D.J. Grauman made a career of not getting along with his partners. Soon after the Unique's opening his feelings were outraged by the conduct of J.D. Dexter, the man who had financed the venture, and another partner, W.C. Shepard. They soon soon ended the partnership. Thanks to Art Siegel for locating this in the June 23, 1901 issue of the Chronicle:

 

 

 

The theatre entrance can be seen, with "Unique Theatre" signage above the doorway, in the center of this detail from an August 1902 image in the Open SF History project collection, #14.4510. Thanks to Jack Tillmany for locating the photo and spotting the theatre in it. And thanks to Art Siegel for extracting this detail from the shot. Jack notes that the pillars were being erected for a forthcoming Knights of Pythias celebration.

 

Another look between those first two columns toward the Unique's entrance in August 1902. It's a detail from a shot in the Open SF History Project collection, #14.4509. 

 

 

A detail extracted by Art Siegel from a 1902 view looking west by Bailey Photo. The full image is in the Open SF History Project collection as #14.4508.

License troubles in 1903. Thanks to Art Siegel for locating this item in the January 25 issue of the Chronicle: 

 The Graumans had done a remodel in early 1903 and then wouldn't let the city's inspectors in to look at the work. Thanks to Art for locating this in the January 27, 1903 issue of the Chronicle: 

 

 

The story that Art Siegel found in the January 27, 1903 San Francisco Call had a different angle on that day's events:

"BOARD OF PUBLIC WORKS CLOSES UP UNIQUE THEATER - Michael Casey Interferes and Permits Curtain to Rise at Half-past Eight. The Unique Theater remained closed last night until 8:30 o'clock and was only able to open at that time after the management had interceded with Michael Casey, the president of the Board of Works, and had received from him a letter permitting the performance to continue.

"Trouble began last Saturday when the Board of Public Works prevented the Tax Collector from issuing a permit for performances in the house. On Sunday night the police visited the house, but permitted it to proceed with its performance. Last night, however, Captain Spillane sent Sergeant John R. O'Connor and two policemen to the theater and kept it closed until 8:30. The management of the theater, in a quandary, interceded with Michael Casey and he sent a letter to Captain Spillane requesting that the theater be allowed to continue its performances for the present, and in accordance with Casey's letter Captain Spillane withdrew his men and the curtain went up. 

 

"The reason that the Board of Works has taken the steps to close the place is that they consider the Unique Theater has not complied with the fire ordinance in regard to exits. There is no rear exit in case of fire and the front entrance is the only means of egress from the theater."

 

David Grauman had found a new backer, Mrs. Emilie Strouse, after dumping his original partner. She was the former owner of the Bay City Market, located in the building to the west of the theatre. There were labor troubles in 1904. Emilie got out her penknife when she was bothered that a sandwich man was parading in front, advertising the union boycott of the theatre. Art Siegel found the story in the March 28 issue of the Chronicle: 

The boycott was lifted the next month. Art Siegel found this item in the April 16 issue of the Chronicle:

 

"The Labor Council lifted the boycott from the Unique Theater upon the report from the Theatrical Employees' union that the house has been unionized."

 

A look at the block from Volume 1, pages 47-48 of the 1905 Sanborn Fire Insurance Map. It appears on the website of the David Rumsey Historical Map Collection. Also see a discussion page on the site's blog with links to various pages of the six volume publication. Pages 61-62 cover the block west of Taylor. 

An 1132 address for the Unique appears in the 1903 edition of the "American Almanac, Year-Book, Cyclopedia and Atlas" that was published by several of the Hearst papers. It's on Google Books. The address is also in the city directories for 1904 and 1905.

All the north side addresses were renumbered after the 1906 earthquake and fire. The new numbers then correlated with those already in place on the south side of the street. A current address for the Unique's lot appears to be 974 Market, a few doors east of the Warfield Theatre. The venue later known as the Crest Theatre would be built on the west half of the premises shown as Bay City Market. Opal Place would serve as the theatre's rear exit. 

 

A closer look at the Unique's premises, shown as "Variety Theatre" on the 1905 Sanborn map. The penciled-in 5252 appears to be the square footage. Note that the Unique backs up to Verein Hall at 23-25 Turk St. Russell Merritt notes that this venue was where, according to the 1905 Crocker-Langley city directory, the male Swedish Singing Society met every Thursday.

The theatre had permit problems again in 1905. Thanks to Art Siegel for locating this item in the January 25, 1905 San Francisco Call via the California Digital Newspaper Collection:  

 

"RUN THEATERS WITHOUT PERMITS. — Warrants were sworn out yesterday for the arrest of Dennis [sic] Grauman of the Unique Theater, Ed Homan of the Midway Plaisance, Samuel Loverich of the Novelty Theater and E. Fried of the Mission Theater for conducting a place of amusement without having a permit from the Board of Public Works. They were arrested and released on cash bail."

 

Still running without a permit months later. Only this time Mrs. Strouse got arrested instead of Grauman. Art Siegel found this item in the July 1, 1905 San Francisco Call: 

 

"CRUSADE AGAINST SMALL THEATERS.—Warrants were obtained in the Police Courts yesterday by Detective T.J. Coleman for the arrest of five proprietors of small theaters for conducting them without having obtained a permit from the Board of Works. They are Ed Homan of the Midway Plaisance, 771 Market street; F. Wallenstein, Oberon, 34 O'Farrell street; Mrs. Mark Strause, Unique Theater, 1132 Market Street; Sam Loverich, Novelty Theater, Powell and Ellis streets, and John M. Hallett, Jackson and Kearny streets. They were arrested and each released on $500 cash bail."

 

The first closing: January 1906. The trouble began with a sale of the building. Art Siegel found this item in the January 26 issue of the Chronicle: 

 

 

It was later revealed that Morris Meyerfield of the Orpheum circuit had bought the property. And he was raising the rent. The Graumans weren't interested in going along with that. Thanks to Art Siegel for locating the story of Grauman's rampage that appeared in the January 30, 1906 San Francisco Call: 

 

"D. J. GRAUMAN DEMOLISHES SHOWHOUSE - Unique Theater Is Wrecked From Stage to Box Office to Prevent It Falling Into Hands of Meyerfeld - COSTS $10,000 TO WIPE OUT GRUDGE - Orpheum Syndicate President Buys Property of Market Street Amusement Place, Angering Proprietor.

"The Unique Theater on Market street Is a wreck. Sunday night, after the last performance, a gang of men armed with axes completely demolished the entire furnishings of the 10-cent show house. The particular reason that led to the action of D. J. Grauman, proprietor of the Unique, is somewhat clouded in mystery. It is understood that he acted as he did to spite Morris Meyerfeld, president of the Orpheum circuit, who purchased the property recently. Grauman's lease on the Unique was to expire this week. The story of Grauman's troubles is a long one and encompasses a period of several years. He was one of the primary establishers of the 10-cent vaudeville house in this city. 

 

"Several years ago he opened the Lyceum Theater In the Odd Fellows' building and the Unique on Market street, between Mason and Taylor. John Considine of Seattle, who conducts a number of 10-cent houses along the coast, bought a half-interest in Grauman's Lyceum. A year ago he purchased the remaining interest from Grauman, it being rumored that he spent something in the neighborhood of $40,000 to rid himself of Grauman. Grauman continued to run the Unique Theater. 

 

"He went to New York and is said to have lost heavily in 10-cent show ventures there. He returned to San Francisco and last week secured the lease of the Lyceum over Considine's head. The lease does not expire for a year yet but Grauman worked early to get the coveted house.

"The lease of the Unique expires this week and with its expiration Grauman began to see his finish as a 10-cent show promoter in this city for some time, or at least until the expiration of Considine's lease on the Lyceum. Saturday Grauman learned that the property on which is located the Unique had been purchased by Morris Meyerfeld of the Orpheum. Simultaneously he was informed that his rent would be $1000 instead of $500, which amount he had been paying. 

 

"Grauman, probably to prevent Meyerfeld from using the place as a theater, got a gang of ax-wielders together and Sunday night after the performance, at 11 o'clock, the house from stage to box office was reduced to kindling wood. Everything was demolished. The interior of the little theater looked as if it had been wrecked by a cyclone or an explosion.

"It Is understood that the fire ordinance prohibits the construction of a theater In the building. Grauman's Unique was built before the ordinance was paused and for that reason was allowed to run. The fittings of the Unique Theater were estimated to be valued In the neighborhood of $10,000, so it has cost Grauman just that amount to wipe out a grudge against Meyerfeld, whom he believed to be behind Considine in the 10-cent show business.

"It is stated by the Orpheum people that the syndicate is not behind the Unique deal, but that the purchase was made by Meyerfeld for his own interests."

 

The San Jose Evening News of January 30, 1906 covered the same story in an article titled "Grauman Uses Axe In His Unique Theater." It's on Google Books.

 

 

Another sale and a new tenant: An item in a column of real estate news in the March 17, 1906 issue of the Chronicle that was located by Art Siegel reported the sale of the building and that it had been leased. The report somehow got mangled as far as its information about the property's location: 

"... Having sold his First-street realty, Louis Metzger at once sought a new investment and found one in the Unique Theater property on the north side of Market street, 242:6 west of Taylor street [sic], he buying it for $245,000 from Charles E. Green et al. of the Crocker-Woolworth National Bank, through Thomas Magee & Sons. This property fronts 25 feet on Market street and extends at an angle about 165 feet to Taylor street [sic], on which it fronts 31 feet. The theater has been leased for $1000 a month." 

 

The property was, of course, west of Mason St. and went through to Turk St., not Taylor. The theatre, however, didn't go through to Turk and thus lacked the rear exits that were a cause of earlier complaints by the city. The ground floor on the Turk end of the property was occupied by Verein Hall with an address of 23-25 Turk. The March 18, 1906 SF Call repeated the same location error: "Thomas Magee & Sons have sold for Charles E. Green to Louis Metzger the Unique Theater property on the north line of Market street, 242:6 feet west of Taylor [sic], for $245,000."   

 

The reopening - and closing: The Unique was rebuilt by Samuel Davis after the Graumans left and reopened nine days before the April 17 earthquake. It was a total loss for Mr. Davis. He got a mention in a May 19, 1906 issue of Billboard:

"Among the heavy losers through the disaster is Sam. Davis, who recently refitted the Unique Theater at a cost of about $9,000 and paid one month's rent, $1,000 in advance. The house had only been open nine days when it was totally destroyed." 

Thanks to Bob Ristelhueber for finding the article and posting it on the BAHT Facebook page. The whole piece is reproduced down at the bottom of this page. Sam Davis landed on his feet, opening the Davis Theatre in June 1906, a tent venue on McAllister St. in the Fillmore. 

 

The block after the 1906 earthquake and fire:

A view east taken by the Pillsbury Picture Co. Ignore the caption. It's actually from Taylor St. with the Donohoe building on the left. The Native Sons (Admission Day) Monument is down at Mason, the Flood Building at Powell is in the center. The Call Building is in the distance.Thanks to Art Siegel for locating the image in the Open SF History Project collection. It's from the Zelinsky collection and appears courtesy of Dan Zelinsky.

Rebuilding on the site: Cinema Treasures researcher Joe Vogel comments that he found: 

".. a supplement to the trade journal Engineering News dated May 2, 1907: 'A steel frame, 7-story building of brick and terra-cotta construction is to be erected on the north line of Market St., between Mason and Taylor Sts., for Louis Metzger and Louis Shoenberg, to cost $125,000. The building will consist of basement and first and second stories for business purposes. The upper five stories will contain 75 rooms, which will be let as a hotel. The lot extends through to Turk St. and is the site of the old Unique Theatre.' If the 7-story building was built, it is apparently no longer standing, or perhaps has lost most of its upper floors. The pre-fire site of the Unique would have been a few doors east of the post-fire Warfield Theatre." 

 

 

Stories about the Grauman tent theatre on the Unique site: The Graumans set up a tent theatre soon after the 1906 earthquake -- but not on Market despite many writers noting that as the location. The most common story, even repeated by Sid Grauman himself, was that it was on the site of the Unique Theatre. Among many issues with the story is that the location wasn't theirs to use. Samuel Davis was the new tenant. And even he didn't put up a tent there -- he quickly opened a new theatre in the Fillmore called the Davis Theatre.

The Grauman tent was actually set up in the Fillmore at Post & Steiner, soon thereafter to become known as Grauman's National Theatre. The common telling is that Sid salvaged a projector, went to an Oakland film exchange to get a few reels of film, located some church pews for seats and got a tent from a traveling evangelist and was in business. A hand lettered sign supposedly said something like "In case of another earthquake, the only thing to fall on you is the canvas." See the page on the National Theatre for more about that location.

Sid was known for telling fanciful and misleading stories. Jack Tillmany has a clipping from a story recounting a fanciful interview Grauman did in 1923 where he claimed the tent theatre was on the Unique site:   

Jack comments: "Lots of contradictions as to the Grauman information, but he was known for that." One of the misstatements was about getting "hit hard" by the quake and fire when the Graumans weren't actually operating any San Francisco theatres at the time. They had trashed the Unique. At the Lyceum at 7th & Market, Sid had split up with his partner John Considine of the Sullivan and Considine circuit and was out the door. He then went behind Considine's back and got a new lease on the theatre. But that wouldn't have been in effect until January 1907. 

The article on Grauman in the July 16, 1916 issue of Moving Picture World concluded with this: 

"Following the fire of 1906, Mr. Grauman re-opened for business in the Fillmore street district and when the downtown district was rehabilitated, opened the Imperial theater on Market street, which is regarded as being one of the finest moving picture houses in the city at the present time. He is now associated with his son, Sid Grauman, in the management of the Empress theater."  

The Empress mentioned was soon renamed the Strand by the Graumans and was later called the St. Francis Theatre.  

More information: See the pages here on this site about the Lyceum Theatre, a house the Graumans opened in 1902, and the National Theatre in the Fillmore district, the first post-quake venture in San Francisco for the Graumans. Other adventures before they decamped for Los Angeles included the spell at the St. Francis noted above and the opening of Grauman's Imperial in 1912.

Grauman's Unique was not related to the later Unique Theatre on the other side of the street (between 3rd & 4th) at 757 Market. See the page here on this site about that later Unique Theatre. 

The Cinema Treasures page for the post-1906 Unique has lots of comments about both buildings -- and the confusion between them.


The May 19, 1906 article in Billboard:

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