July 12, 1924 – Asa Bishop, a well-liked clerk at Burtt Elliott’s general merchandise store, announced that he was buying the Liberty Theatre from Dave C. Crockett. Located in the Kelley building, the business also included a soda fountain, confectionery, and ice cream parlor.
In addition to Moving Picture shows 6 days per week (no show on Mondays), Bishop also sold camera film and offered film development with 24-hour turnaround. Later that year, his ice cream sales were so phenomenal, the National Ice Cream Company installed a three-compartment cabinet in his ice cream parlor.
In 1930, Bishop sold his business to E. E. Pollock of Sebastopol, who installed Talking Picture equipment. The first “Talkie” shown at the new Coast Theater was “The Desert Song,” featuring Operatic Tenor John Boles in the lead role.
“Mendocino and the Movies: Hollywood and TV Motion Pictures Filmed on the Mendocino Coast” by Bruce Levene. More than 50 films from 1904 to 2001 used local scenery and local actors. $20.