Paramount block on Edmonton’s Jasper Avenue up for sale

An iconic part of Jasper Avenue is up for sale.

The Paramount block, including the Paramount Theatre, is on the market.

Opening in the early 1950s, the theatre played some of the most memorable films of the 20th century.

“It was built in 1951 and it officially opened July 1, 1952,” said Sydney Gross, the principal heritage planner at the City of Edmonton. “The first movie that was ever screened there was called ‘Jumping Jacks, it was a military comedy.

“I don’t know how good the movie was,” she added, laughing.

Those in charge of managing the city’s historic buildings say while the Paramount theatre isn’t an official municipal historic building, it is on the waitlist.

Gross says the materials and architecture used to build the cinema are from a bygone era.

“It’s got the beautiful Tyndall stone facade, it’s got the asymmetrical offset entryway on the one side, the signage on the other side. The signage is original – it’s from 1952. And I think it’s really stunning that it’s still here today.”

Film studies professor Mike Perschon says the Paramount was “the” place to see a film before it closed in 2007.

“It was an event theatre,” said Perschon, an associate professor of film studies at MacEwan University. “Like if we were going to go to a movie because it was a big deal, then the Paramount was the one we were going to.

“We went to a midnight showing of ‘Raiders’ there. And it was like everybody in the band, if they had a partner, everybody came along.

“And then when ‘The Crow’ came out, we got dressed up for that. We were wearing our leathers and our boots.”

Not only does Perschon have good memories of seeing some of the best films of the ‘80s and ‘90s, he adds everything from the architecture to the seating to the projection is something you won’t find at your local multiplex.

“There weren’t a ton of theatres that would show stuff in 70mm, which was crisper, it was bigger, it was the prestige format, and the Paramount was one of the ones that would. So seeing a film there, it just looked better.”

The building is up for sale again as the developers who bought it in 2018 are now in receivership.

The councillor for the area, Anne Stevenson, hopes new buyers can bring new life to the long-shuttered building, hoping to see housing that keeps the theatre.

“I believe this theatre would be eligible for the historical designation process,” said Stevenson, the councillor for Ward O-day’min. “That comes with half a million dollars in financial incentives to help repair and maintain that historic building.”

“I would be a strong advocate for seeing them as historical sites,” added Perschon.

The real estate company selling the property declined an interview with CityNews.