Ghirardelli’s marquee and Gaslamp history.

Have you ever wondered why the Ghirardelli Ice Cream & Chocolate Shop in San Diego’s historic Gaslamp Quarter has an old-fashioned theater marquee? That’s because the building, erected in 1912, was originally a movie theater!

The Casino Theatre at 643 Fifth Avenue opened in 1913 and was one of several movie theaters in the Gaslamp that provided entertainment for ever-changing audiences over the decades. In the 1930s it was remodeled into the Art Deco style. Here’s an image from the 40s, with the Casino Café “Lunch” restaurant located next door, offering breakfast, waffles and steaks.

In the 1950s and 60s, The Casino and its movie theater neighbors at Fifth and G Street–The Aztec and The Savoy–would be open all night and show 3 big features, according to a comment here. Slowly these old theaters would fall as television’s popularity rose.

In the 1970s, while the Gaslamp neighborhood experienced urban decay, The Casino Theatre began to show X-rated movies, along with the other nearby theaters. I’ve been told sailors made up much of the clientele.

Here’s a gallery of photos of the The Casino Theatre over many years. Some of the titles you’ll read in the marquee are a bit salacious!

I hadn’t realized the marquee was seen in Marty Feldman’s 1980 movie In God We Tru$t. That image can be viewed here.

Today you’ll find a plaque near the historic building’s front entrance:

The Casino Theatre, 1912

The first theatre to be built with the new building ordinance for fire safety. It had two doors near the stage for fire escape and a five-foot-wide exterior passage on both sides and the rear for the protection of other buildings in case of fire. However, two years after construction, the northern passage was occupied by a food stand, and the southern passage contained a shoe shining establishment.

Temptation of a different sort! In a historic Gaslamp Quarter that now attracts loads of tourists, the colorfully lit old marquee teases you with ice cream, chocolate and hot fudge sundaes!

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