by Mallory Moad

If you were asked to name something you’d find in the Central San Joaquin Valley, historic movie theaters probably wouldn’t be the first thing that would come to mind, but from Merced to Visalia and Hanford, there are at least eight. They were all built between the mid-1920s and late 1940s and function primarily as entertainment venues today. Fresno is home to six such movie palaces. Three of them feature live performances, one is a church, and one is lost in limbo. However, there’s one that still presents films on a regular basis. Let’s go to a show!

Located in what was once the heart of downtown Fresno – has any place changed more, and more often, than downtown Fresno? – the historic Crest Theatre is host to classic, cult and family-friendly entertainment every weekend.

Having had several owners during the last 70 years, including Melvin Kaminsky, better known as writer/actor/comedian/director/producer Mel Brooks. The building is now owned and operated by the Hull family. The family’s matriarch, Gloria Leon – an entrepreneur from a very young age – completed the purchase in 1996. It was Gloria’s daughter, Teresa Hull and her two siblings who decided to bring movies back to the historic Crest Theatre.

Running a functioning cinema was a natural for this family. “We grew up watching movies,” Teresa recalls. “We probably watched movies every day of our lives as children, whether it was at home or in a movie theater.”

Inspired by these happy memories, the three Hulls began showing films at the Crest shortly before the dreaded shutdown occurred. The threat of Covid 19 and an uncertain economy forced the theater to remain dark for three years, but it was reopened in March 2023.

The Crest doesn’t have a contract with any of the major film distribution companies, so you won’t be seeing the latest releases starring action heroes or flaunting an overabundance of CGI! What you will see, however, are quality films from the past (anywhere from 1939 to 2016) that are just as popular today, many of which holding special places in the hearts of moviegoers.

Past selections have included The Princess Bride, Back to The Future, Purple Rain, Animal House and The Wizard of Oz. Sure, you could probably enjoy these titles in the casual comfort of your living room as you stream them online, but nothing beats Prince or the Wicked Witch of The West on the big screen. With tickets at just five dollars two people can see a movie for less than one would pay on the other side of town – and that includes the popcorn! Sometimes admission is even free.

“We’re trying to bring back the nostalgia of going to the movies at a reasonable price,” Teresa says.

Attending a film at the Crest Theatre goes beyond the average movie going experience. With creativity and a sense of humor, the Hulls have created something that is more personal, more intimate, a little crazy and a whole lot more fun.

Shelly Coleman has attended quite a few films at the Crest and describes it as a blast. “Seeing movies there really feels like part block party, part theater experience. Audience members interact before the movie, and everyone claps at the end. It’s a great community feel,” regardless of the size of the crowd. Where else can you be rewarded for showing up in costume?

“We do encourage costumes to pretty much all of our movies,” Teresa says. “People love to dress up and it’s fun for us, too. We are currently offering a free small popcorn when you come in costume.”

Special guests aren’t out of the question, either. For Rogue One, local members of the 501st Legion made an appearance in full Star Wars regalia, and actor Eddie Deezan conducted a Q&A session at the screening of Grease, in which he portrayed the character, Eugene.

In the beginning, the movies that were shown had “mature” themes, with PG-13 and R ratings, such as Pulp Fiction, Flashdance, and National Lampoon’s Vacation. In June 2023, the decision was made to show only family-friendly films on Saturdays, leaving Friday nights for the 18-and-over crowd.

Theresa Hull explains, “We have always wanted the theater to be a place where families can spend time together and enjoy what it used to be like to go to the movies.” Shelly Coleman describes it this way: “They’re a family-friendly place and I really think kids would love a different kind of movie-going experience.” It’s not just kids who enjoy kids’ films. Grownups love them, too. Shelly: “We were going to Disney movies before we had kids and still go now that they’re older and not interested.”

To accommodate family schedules, the Saturday movies begin at 7 (on Fridays they begin at 8). Past family selections have included Finding Nemo, Toy Story, Peter Pan, and Mary Poppins.

Of course, the Crest Theatre has a snack bar. Not only can you get popcorn – seriously, could you call it going to the movies if popcorn wasn’t part of the equation? – but the Crest also serves hand-crafted sodas. “We come up with a soda blend that we think fits the theme of the movie we’re playing,” says Teresa. “We also offer custom sodas. We can make pretty much anything you like.”

The special soda for the recent showing of Peter Pan, the Tink, was a combination of green apple garnished with sparkly sugar sprinkles. For Animal House, the Hulls came up with the Bluto, a mango/passion fruit combination topped with a generous dollop of – what else? – whipped cream. Don’t think about it too long, just roll with it!

As independent theater owner/operators, the Hulls can march to the beat of their own drum without having to answer to a corporation. Together, they choose which titles to play, and when. Some months carry a theme, although it’s rarely advertised as such. In May the lineup included four science fiction films in honor of Star Wars Day (May the Fourth). For June’s schedule, Pride Month was celebrated with dignified hilarity with the addition of three comedies starring actors in drag.

Although the building may be large and ornate, as a business the Historic Crest Theatre is small. Everything, from the box office to social media, snack bar and operating the projector, is run by family members. It’s a labor of love for the Hulls as they put a modern twist on a movie-going tradition that is rooted in the golden age of cinema.

So, what will it be this weekend – spend time in an impersonal, unimaginative cookie-cutter theater? Or join a hip crowd of movie enthusiasts in a beautiful venue with local connections, and maybe make some friends by the end of the evening?

My name is Mallory Moad and I believe in the magic of the silver screen.

For information about upcoming films, tickets, and free parking, you can visit the Historic Crest Theatre on Facebook. Please note: The Crest deals in cash only so plan to make a stop at the ATM before you go.

Meet me in the lobby – the popcorn’s on me!

All photos were provided by the Historic Crest Theatre. For more local entertainment articles check out KRL’s arts and entertainment section.

Mallory Moad is a visual/performance artist, vocalist in the jazz band Scats on The Sly and a proud Central San Joaquin Valley native.