Paramount Film Exchange (Pittsburgh)
Encyclopedia
Paramount Film Exchange is a building at 1727 Boulevard of the Allies
in the Uptown or Bluff
neighborhood of Pittsburgh, Pennsylvania
, designed in 1926 by R. E. Hall Co. architects from New York City. In 2010, the building was bought by arts-oriented local entrepreneurs who founded the Paramount Film Exchange (PFEX), Inc., to redevelop the then-abandoned building in a historically sensitive manner.
"Film exchanges" were, in the words of film historian Max Alvarez, "agencies engaging in the practice of renting or trading motion pictures" and in the early part of the 20th century, they served as "full-service stores for theater owner/managers." Motion-picture studios owned exchanges and used them to screen their films for potential exhibitors in a local market. Once videocassettes came into use in the 1970s, it was no longer necessary to screen a film in a screening room, and film exchanges fell out of use. The Paramount Film Exchange, which belonged to Paramount Pictures
, was one of several film exchange buildings in the area. The Duquesne University Tamburitzans
occupy the former location of the Warner Bros.
exchange at 1801 Boulevard of the Allies, and the auction and real-estate firm Harry Davis & Co. is located next door, at 1725 Boulevard of the Allies, in the building that once housed 20th Century Fox
's exchange.
The Paramount Film Exchange was the subject of a contentious battle over historic preservation in Pittsburgh, which is redeveloping many of the older neighborhoods in its urban core. Initial attention to the Paramount Film Exchange came in 2008, when 21-year-old Drew Levinson entered and won a video contest sponsored by the Young Preservationists Association of Pittsburgh (YPA) with his short film on the Paramount Film Exchange. Levinson's video rallied support behind saving the Film Exchange from sale or demolition by then-owner University of Pittsburgh Medical Center
(UPMC). In 2009, YPA proposed the Paramount Film Exchange for official historical designation by the City of Pittsburgh. The Historic Review Commission of the City of Pittsburgh granted landmark designation in early 2010 based on "the importance of a particular place to Pittsburgh's heritage." The YPA attributed the site's historical significance to its status as the last remnant of Pittsburgh's "film row". UPMC and the Exchange's other large institutional neighbor, Duquesne University
, both opposed landmarking the building, while the entrepreneurs behind PFEX, Inc. did not. The proposal moved to City Council
, which in a preliminary vote on Jan. 20, 2010, approved historic designation for the Exchange by a 8-1 margin.
Boulevard of the Allies
The Boulevard of the Allies is a mostly four-lane road in the U.S. state of Pennsylvania, connecting Downtown Pittsburgh with the Oakland neighborhood of the city. Because of its lengthy name, locals often refer to it as simply "The Boulevard"....
in the Uptown or Bluff
Bluff (Pittsburgh)
The Bluff or Uptown is a neighborhood in the city of Pittsburgh, Pennsylvania to the southeast of the city's Central Business District. It is bordered in the north by the Hill District and just a short trip across the Monongahela River is the city's South Side, which is home to a flourishing...
neighborhood of Pittsburgh, Pennsylvania
Pittsburgh, Pennsylvania
Pittsburgh is the second-largest city in the US Commonwealth of Pennsylvania and the county seat of Allegheny County. Regionally, it anchors the largest urban area of Appalachia and the Ohio River Valley, and nationally, it is the 22nd-largest urban area in the United States...
, designed in 1926 by R. E. Hall Co. architects from New York City. In 2010, the building was bought by arts-oriented local entrepreneurs who founded the Paramount Film Exchange (PFEX), Inc., to redevelop the then-abandoned building in a historically sensitive manner.
"Film exchanges" were, in the words of film historian Max Alvarez, "agencies engaging in the practice of renting or trading motion pictures" and in the early part of the 20th century, they served as "full-service stores for theater owner/managers." Motion-picture studios owned exchanges and used them to screen their films for potential exhibitors in a local market. Once videocassettes came into use in the 1970s, it was no longer necessary to screen a film in a screening room, and film exchanges fell out of use. The Paramount Film Exchange, which belonged to Paramount Pictures
Paramount Pictures
Paramount Pictures Corporation is an American film production and distribution company, located at 5555 Melrose Avenue in Hollywood. Founded in 1912 and currently owned by media conglomerate Viacom, it is America's oldest existing film studio; it is also the last major film studio still...
, was one of several film exchange buildings in the area. The Duquesne University Tamburitzans
Duquesne University Tamburitzans
The Duquesne University Tamburitzans are the longest-running multicultural song and dance company in the United States. Headquartered in Pittsburgh, Pennsylvania, the company's members are full-time Duquesne University students who receive scholarships for their activities...
occupy the former location of the Warner Bros.
Warner Bros.
Warner Bros. Entertainment, Inc., also known as Warner Bros. Pictures or simply Warner Bros. , is an American producer of film and television entertainment.One of the major film studios, it is a subsidiary of Time Warner, with its headquarters in Burbank,...
exchange at 1801 Boulevard of the Allies, and the auction and real-estate firm Harry Davis & Co. is located next door, at 1725 Boulevard of the Allies, in the building that once housed 20th Century Fox
20th Century Fox
Twentieth Century Fox Film Corporation — also known as 20th Century Fox, or simply 20th or Fox — is one of the six major American film studios...
's exchange.
The Paramount Film Exchange was the subject of a contentious battle over historic preservation in Pittsburgh, which is redeveloping many of the older neighborhoods in its urban core. Initial attention to the Paramount Film Exchange came in 2008, when 21-year-old Drew Levinson entered and won a video contest sponsored by the Young Preservationists Association of Pittsburgh (YPA) with his short film on the Paramount Film Exchange. Levinson's video rallied support behind saving the Film Exchange from sale or demolition by then-owner University of Pittsburgh Medical Center
University of Pittsburgh Medical Center
The University of Pittsburgh Medical Center is an $9 billion integrated global nonprofit health enterprise that has 54,000 employees, 20 hospitals, 4,200 licensed beds, 400 outpatient sites and doctors’ offices, a 1.5 million-member health insurance division, as well as commercial and...
(UPMC). In 2009, YPA proposed the Paramount Film Exchange for official historical designation by the City of Pittsburgh. The Historic Review Commission of the City of Pittsburgh granted landmark designation in early 2010 based on "the importance of a particular place to Pittsburgh's heritage." The YPA attributed the site's historical significance to its status as the last remnant of Pittsburgh's "film row". UPMC and the Exchange's other large institutional neighbor, Duquesne University
Duquesne University
Duquesne University of the Holy Spirit is a private Catholic university in Pittsburgh, Pennsylvania, United States. Founded by members of the Congregation of the Holy Spirit, Duquesne first opened its doors as the Pittsburgh Catholic College of the Holy Ghost in October 1878 with an enrollment of...
, both opposed landmarking the building, while the entrepreneurs behind PFEX, Inc. did not. The proposal moved to City Council
Pittsburgh City Council
The Pittsburgh City Council is the legislative body of the City of Pittsburgh. It consists of nine members. City council members are chosen by plurality elections in each of nine districts....
, which in a preliminary vote on Jan. 20, 2010, approved historic designation for the Exchange by a 8-1 margin.