CENTURY SQUARE
Santa Monica Boulevard and Avenue Of The Stars
Los Angeles, California
In the late 1950s, Twentieth Century Fox Studios was enduring a succession of unsuccessful motion pictures. In order to raise capital, and keep the studio solvent, a plan was devised to develop a large portion of the Fox backlot as a commercial real estate venture.
A proposal to build a "city within a city" -envisaged by Welton Becket and Associates- was announced in 1957. Soon after, Fox embarked upon the production of a motion picture adaptation of the story of Cleopatra, Queen of the Nile.
The picture began as a modestly-budgeted vehicle, but eventually snowballed into an incredibly elaborate, historical epic. Elizabeth Taylor was paid the enormous sum of one million dollars to work on the film, which was the highest sum ever awarded to a motion picture actress up to that time.
The project was plagued with set backs. "Liz's" health problems halted filming for months on end. Her eventual return necessitated moving the entire production from London to the milder climate of Rome, which resulted in the scraping -and reshooting- of all previously finished footage.
Sets and costumes were done on the grandest scale imaginable. A gold-laden frock for Taylor cost one million dollars. Moreover, members of the cast insisted on the most oplulent of accomodations. The budget increased manifold, with no end in sight. Fox freaked.
To save the studio, and create funds to finish the long-awaited cinematic spectacle, the plan to sell off the 260 acre backlot was finalized; the purchaser being the Aluminum Company of America (Alcoa). 80 acres of the lot were leased back to Fox, with the remaining 180 developed as the futuristic "Century City".
Among the first of America's edge cities, the project became an auxiliary urban center for the region. Previous height restrictions on high-rise buildings in earthquake-prone Los Angeles were lifted in the early 1960s. The Century City development took advantage of this and featured the first true skyscrapers ever built in Los Angeles.
An open-air shopping center was also developed on 18.7 acres, located 13 miles west of the central city. Known as CENTURY SQUARE, the single level, cluster-type complex was built on top of a 2-level, subterannean parking garage.
Originally comprising six store block structures, the center was anchored by a 3-level (222,000 square foot), Los Angeles-based The Broadway, which opened October 10, 1964.
Other tenants in the original mall included Joseph Magnin apparel, Silverwoods apparel, Judy's apparel, Prudential Savings and Loan, Gallenkamp Shoes, Gude's Barnett Fine Shoes, the Century House Restaurant and a Mayfair Market.
Eventually renamed CENTURY CITY CENTER AND MARKETPLACE, its first renovation took place in 1976. A 2-level (135,000 square foot), Los Angeles-based Bullock's was added, along with a new store block structure at the southeast corner of the complex.
1982 brought the opening of BEVERLY CENTER, the first retail competitor in the immediate vacinity. This resulted in a second renovation of CENTURY CITY CENTER, in 1987, which added a 14-screen AMC multiplex cinema.
This was built on a new Upper Level, at the northwest corner of the mall. In addition, the Marketplace Food Court was constructed in the adjacent -Lower Level- plaza, which fronted on Santa Monica Boulevard.
In 1996, The Broadway was rebranded a Bloomingdale's and Bullock's became a Macy's. By this time, the Mayfair Market had morphed into a Gelson's.
The Australia-based Westfield Group purchased the mall in 2002, and renamed it WESTFIELD SHOPPINGTOWN CENTURY CITY....shortening this to simply WESTFIELD CENTURY CITY in mid-2005.
A 127 million dollar upgrade, dubbed "The Makeover of the Century", was started in 2004. This consisted of two southwest corner additions; a 15-screen, state-of-the-art, AMC multiplex and Upper Level, "Dining Terrace" Food Court.
The old multiplex and Food Court, at the front of the complex, were refashioned into new retail spaces. These renovations were completed in early 2007.
The present-day WESTFIELD CENTURY CITY encompasses 810,000 leasable square feet, with two hundred and five inline stores and services.
Sources:
"Westfield Century City" article on Wikipedia
"Elizabeth Taylor" article on Wikipedia
www.mitchglaser.com
www.centuryplazatowers.com
Los Angeles County, California Tax assessor website