A.M. Shorts: La Insular Cigar and Cigarette Factory

The Insular Cigar and Cigarette Factory in Binondo. © Arkitekturang Filipino via Pinterest

Pre-war Manila was a haven for architectural beauty. Structures dating from the 16th century Spanish architecture up to the 20th century American style architecture, Manila had it all. The city's numerous edifices made it as the 'Paris of Asia', and the 'Most Beautiful City in the Far East'. But all that monikers were taken away when the city was wiped out during the dying days of World War II. Since then, Manila has never regained its status as the finest city in the Orient.

On the northern part of the city lies Binondo, considered as the city's business district and home to the world's oldest Chinatown. One of the most imposing structures one can find during the pre-war years was located in this part of the city, the La Insular Cigar and Cigarette Factory.

Two imposing structures adorn the Plaza Calderón de la Barca, the Hotel de Oriente (left), and the La Insular Cigar and Cigarette Factory (right). © Lougopal.com/Manila Nostalgia 

The La Insular Cigar and Cigarette Factory was a three-storey, Neo-Mudéjar structure located along on the right of Binondo Church along the Plaza Calderón de la Barca. Like its neighbor, the Hotel de Oriente, the La Insular was also designed by Spanish architect Juan José Hervas Arizmendi, under the command of its owners, Don Joaquín Santamarina and Don Luis Elizalde. 

Note: Names are written in standard Spanish naming custom. Spanish names are written without the Filipino 'y'. So, for males (or single females), it would be [given name][paternal family name][maternal family name]. For married females, it would be [given name][paternal family name][maternal family name]de[husband's family name]. For widows, it would be [given name][paternal family name][maternal family name]vda.de[husband's family name].

                                                             

Juan José Hervas Arizmendi, architect of the imposing La Insular Cigar and Cigarette Factory. © Manila Nostalgia/Paulo Rubio

The La Insular was established sometime in the 1880s after the abolition of the tobacco monopoly by the Spanish colonial government in the Philippines. Its owners, Don Joaquín Santamarina, Don Luis Elizalde, and their associates formed the La Insular Tobacco as a result. 

 La Insular Cigar and Cigarette Factory. Photo taken from the Plaza Calderón de la Barca in front of the Hotel de Oriente. The Binondo Church can also be seen in the background. © Skyscrapercity.com via Manila Nostalgia

One of the most distinguishing features of the La Insular was its neo-mudéjar style of architecture. Only a few structures in the city were designed in the neo-mudéjar style, one being the former Augustinian Provincial House in Intramuros. The La Insular stood out from the rest of the structures located along the plaza due to its tall archways and projecting balconies, which were adorned with intricate lampposts. In its interior, the La Insular sported a broad staircase and a courtyard.

A wiped-out Manila in aerial view. The La Insular`s ruins is nowhere to be found as it was completely consumed by fire in 1944. © Flickr/John Tewell via Skyscrapercity.com 

In 1944, a fire destroyed the beautiful La Insular cigarette factory. It was never again rebuilt due to the liberation of Manila in 1945. 

A.M. Shorts: Salvador Araneta and Victoria López Residence

'Victoneta I', the Salvador Araneta and Victoria López residence in Mandaluyong. Ⓒ Manila Nostalgia/Derrick Manas

Manila's pre-war homes were some of the most beautiful in the Far East, for the city was host to landed families of Spanish, Chinese, and American descents. These stately homes got an upper hand location-wise, in which some of the houses were built either in the Spanish enclave of San Miguel or at the new American area of Ermita. But this is not always the case. Some families actually chose to build their homes outside of the city, where one can feel the cool breeze of the wind. An example of this was in Mandaluyong, a town not far from Manila, where the 'Victoneta' was built.

The 'Victoneta I', owned by the aristocratic couple Salvador Araneta and Victoria López de Araneta, was one of the stately homes built outside the city. Built in 1933 by three architects, namely Domingo Lerma, and the greats Juan Arellano and Andrés Luna de San Pedro, the Victoneta won the title 'Most Beautiful Home of 1933' because of Doña Victoria's luxurious taste. The house boasts a number of feats: the Victoneta had thirty-three rooms, making it one of the largest houses in the city, it had a private chapel with its own entrance, and was designed by three architects in different phases because of its massive size.

Doña Victoria López and Don Salvador Araneta. Ⓒ Manila Nostalgia/Isidra Reyes 

Don Salvador Araneta Zaragoza is the son of Don Gregorio Araneta Soriano. Both are members of the illustrious Spanish-Filipino Araneta family, whose roots hail from Gipuzkoa in the Basque Country of Spain. Doña Victoria López was a member of the López sugar barons of Iloilo, where her first cousin Don Eugenio López Hofileña was one of the country's richest men during the post-war years.

Note: Names are written in standard Spanish naming custom. Spanish names are written without the Filipino 'y'. So, for males (or single females), it would be [given name][paternal family name][maternal family name]. For married females, it would be [given name][paternal family name][maternal family name]de[husband's family name]. For widows, it would be [given name][paternal family name][maternal family name]vda.de[husband's family name].

One of Victoneta's many patios and gardens. © Manila Nostalgia/Isidra Reyes

Victoneta's chapel entrance. Ⓒ Manila Nostalgia/Isidra Reyes

As stated earlier, the Victoneta was built in 1933 by architects Domingo Lerma, Juan Arellano and Andrés Luna de San Pedro using the Hispano-Moresque-Mediterranean styles of architecture. Because of its grandeur, it won the title 'Most Beautiful Home of 1933'. Located on a 17,000 square meter property in Mandaluyong, Victoneta was a portmanteau of the names Victoria and Araneta, the names of the house owners. One of Victoneta's features was the chapel. The chapel had intricate seats whose interiors were designed by the great Andrés Luna de San Pedro. 

Chapel interiors of the Victoneta designed by Andrés Luna de San Pedro. Ⓒ Manila Nostalgia/Isidra Reyes 

An overview of the grand sala. © Manila Nostalgia/Isidra Reyes

The Victoneta had a lot of rooms because of Doña Victoria López de Araneta's tastes. The house had a very large sala, or living room, where the Aranetas had the great Fernando Amorsolo commission a painting for them entitled 'The First Baptism in the Philippines'. Unfortunately, the painting, along with the rest of the house, were destroyed during the liberation of Manila in 1945. 

One of the bedrooms at Victoneta. Ⓒ Manila Nostalgia/Isidra Reyes

Victoneta's grand sala. A massive painting commissioned to Fernando Amorsolo hangs on its walls. Ⓒ Manila Nostalgia/Isidra Reyes

The war years were a time of hardship for the Araneta couple. It has been said that the Japanese had been eyeing the house because of its sprawling property. The Aranetas vacated the house after it was confiscated by the Japanese, and left Manila for Baguio to be with the other Araneta and López family members. In 1945, the Victoneta was used as a refugee center where around seventy civilians were interred. As the combined Filipino and American forces were closing in to Manila, the Japanese had a bomb planted inside the chapel. Unfortunately, the bomb went off after a Filipino refugee accidentally detonated it. All of the refugees inside were instantly killed.  

Victoneta's dining area. © Manila Nostalgia/Isidra Reyes

 Victoneta's chapel lay in ruins after the liberation of Manila in 1945. Ⓒ Isidra Reyes/Edwina Litton Ortigas

After the war, Don Salvador and Doña Victoria had decided not to rebuild the Victoneta, due to the reason that many lives were killed inside. Instead, the Araneta couple abandoned the property and relocated to Malabon, where another house also named Victoneta stood. 

Victoneta in ruins. Ⓒ Manila Nostalgia/Edwina Litton Ortigas

The original Victoneta just laid in ruins for decades after 1945. The ruins were finally demolished recently.

Historia Filipinas: Don Pedro Pablo Róxas

Don Pedro Pablo 'Perico' Róxas Castro (1847-1912)

If you are wondering why we're now featuring places, faces, and events, this is because we've improved our site after our first year anniversary. Also, we at A.M. want to re-educate Filipinos on our history and heritage by featuring people, places, events, and organizations that helped shape Philippine society. 

Don Pedro Pablo Róxas Castro was a Spanish-Filipino businessman, capitalist, industrialist, financier, and patriot. Don Pedro, or Perico as he was called by his friends and family, was born on June 28, 1847 in Manila. His parents were Don José Bonifacio Róxas Ubaldo and Doña Juana Castro. Don José Bonifacio Róxas Ubaldo was the son of Don Domingo Róxas Ureta, one of the founders of today's Ayala Corporation. He was also the younger brother of philanthropist-industrialist Doña Margarita Róxas Ubaldo de Ayala. All are members of the influential and illustrious Róxas family which include siblings Jacobo, Alfonso, and Mercedes Zóbel de Ayala Róxas, brothers Antonio and Eduardo Róxas Gargollo, Don Andrés Soriano Róxas, and Róxas and Company chairman Pedro E. Róxas Olgado. Other members of the Róxas family include Don Enrique Brias Róxas, former Manila mayor Don Félix María Róxas Fernandez, architect Félix Róxas Arroyo, the late president Manuel Róxas Acuña, and now-DILG secretary Manuel Róxas Araneta.

Note: Names are written in standard Spanish naming custom. Spanish names are written without the Filipino 'y'. So, for males (or single females), it would be [given name][paternal family name][maternal family name]. For married females, it would be [given name][paternal family name][maternal family name]de[husband's family name]. For widows, it would be [given name][paternal family name][maternal family name]vda.de[husband's family name].

Don José Bonifacio Róxas Ubaldo (1818-1880) © Ayala Corporation

Don Perico was educated in Manila at the Colegio de San Juan de Letran in the walled city of Intramuros. Showing interest in Philippine affairs, he earned his father's trust by letting him vote during an election in their town in Calauan, Laguna, where their vast hacienda is located. Don Perico had shown interest in the family business his forbears had been working hard for. So, at a young age, Don Perico helped his father in the business by assisting in their palm distillery, sugar and rice estates in Nasugbu, Batangas. 

Don Perico, already an established figure in Manila society, married his first cousin Doña Carmen de Ayala Róxas, daughter of Doña Margarita Róxas Ubaldo de Ayala and Don Antonio de Ayala Urbina. Their union secured the wealth of the Róxas-de Ayala family for generations. After he had married his cousin, Don Perico worked for his wife's company at Ayala y Compañía. After the death of his father, Don Perico had inherited all Róxas family interests, which included the vast estates in Calatagan, Nasugbu, Calauan, and San Pedro de Macati. Don Perico did not keep the inheritance for himself, he distributed many of the Róxas lands to other family members such as the Hacienda de San Pedro de Macati to the Zóbel-Róxas, and the Hacienda de Calauan to the Soriano-Róxas family. 

Already one of the country's richest men, Don Perico made his wealth even larger by becoming San Miguel's financier and manager. Established in 1890 through a royal grant by Don Enrique María Barreto Ycaza, San Miguel needed financiers and capitalists for it to grow. So, Don Perico financed its operation and became one of its major shareholders, along with Don Gonzalo Tuáson Patiño, and Don Benito Legarda Tuáson. Because of this, the Róxas family had the majority number of seats in the board, appointing his cousins, nephews, and even grandchildren. Don Perico's tenure at San Miguel was cut short when he was forced to leave the islands in exile to France in 1896.

Filipino exiles in Paris. From L-R seated: F. de Almores, Felipe Agoncillo, Don Pedro Pablo Róxas Castro, Antonino Vergel de Dios. L-R standing: B. Villanueva, Antonio Róxas de Ayala, Enrique Brias de Coya, P.A. Róxas. © Philippine-American War, 1899-1902

Don Perico, a mestizo with criollo parents, supported the Filipino cause of independence, in which he inherited through his father and grandfather's liberal views. The Róxas family is known to have liberal views, in which cost one of their relatives' life. Don Francisco L. Róxas Reyes, Don Perico's second cousin, was executed along with twelve other patriots for supporting the Katipunan movement. As a result of his cousin's death, all persons bearing the Róxas family name were ridiculed and insulted by the Spanish colonial authorities. Don Perico, being the wealthiest Róxas family member, was suspected of financing the Katipunan and the independence movements. So, he was forced into exile in Paris, France. While in exile, the Spanish colonial government charged him with treason and had all of his properties confiscated. Don Perico was not the only exile in Paris, his friend Don Gonzalo Tuáson also left the islands for Europe. According to Félix María Róxas Fernandez's book, The World of Félix Róxas, it is said that Don Perico managed to survive in Paris while in exile through the help of Don Gonzalo Tuáson, in which he wrote to Tuáson's family to send funds immediately. 

Don Félix María Róxas Fernandez (1864-1936), former Mayor of Manila, and second cousin of Don Pedro Pablo Róxas Castro. Róxas, along with the great diplomat Felipe Agoncillo, represented the newly-independent Philippine Republic at the Treaty of Paris in 1898. However, the Philippine Republic was denied in participating in the talks between Spain and the United States. © Philippine-American War, 1899-1902

While in exile, Don Perico had already developed an illness even before he left the Philippines. Don Perico never again returned to the Philippines as he passed away on February 14, 1912. In Manila, news of his death was relayed throughout the family. According to The World of Félix Róxas, Mayor Félix Róxas recalled his nephew, Antonio Róxas de Ayala, calling him to come to their house for an important matter. 

"Felix Roxas y Fernandez — that patrician raconteur of Spanish Manila — recalled how, in 1912, his nephew Antonio Roxas de Ayala [son of the first cousins Pedro Pablo Roxas y de Castro and Carmen de Ayala y Roxas] had urged him to come to their house quickly by telephone. Felix rushed to the Roxas-de Ayala residence [designed by his father, Felix Roxas y Arroyo] along Calle General Solano in the posh San Miguel District, was met by the Spanish maid named Marcelina, and proceeded directly to the masters’ bedroom where the grieving Roxas family was gathered. There, he was informed that his dear second cousin, Pedro Pablo Roxas, had already passed away in Paris and that his remains would have to be brought back to Manila. His nephew Antonio Roxas declared that he and his uncle Felix would leave for Paris immediately." (excerpt from Remembrance of things Awry)

Don Perico's grave in Paris. His remains would later be brought back to Manila to be interred in the family plot at San Agustín Church in Intramuros. © Paquito dela Cruz

El Hogar Filipino Building

The El Hogar Filipino, one of the city's oldest American era structures, now on the verge of destruction. © Historic Preservation Journal

'Every building has its own story'. Yes, everything, from people to buildings, each has its own story to tell. Structures, though they are non-humans, have also experienced what humans had experienced, such as wars, revolutions, calamities, etc. Buildings, especially old ones, are reminders of a particular era that they were in. So, they are meant to be preserved as they are our physical gateway to the past. The City of Manila boasts many structures that tell stories, many of which have seen the capital transform from an ever loyal Spanish city, to a vibrant American Pearl of the Orient Seas, and to a colorful yet chaotic capital of the Philippine Republic.   

The El Hogar Filipino Building is one of those structures that tell stories of the past. The building has seen numerous events, from the American insular government to the Philippine Commonwealth, from the Second Philippine Republic to the liberation of the city, and finally the independence of the country in 1946.

An old colored photo, probably a postcard, of the El Hogar Filipino Building. © Manila Nostalgia/Isidra Reyes

The El Hogar, known in Spanish as the Edificio El Hogar Filipino, is a five-storey office building designed in the beaux-arts/renaissance/neo-classical styles of architecture. Located along Calle Muelle dela Industria by the Pasig River, the El Hogar is flanked by the First City National Building on the right, and the Hong Kong and Shanghai Bank Building on its rear and was designed by Spanish-Filipino engineer Don Ramón José de Irureta-Goyena Rodríguez. The El Hogar was built sometime between 1911 and 1914, which it was said to be a wedding present in celebration of the marriage of Doña Margarita Zóbel y de Ayala, sister of patriarch Don Enrique Zóbel y de Ayala, and Don Antonio Melián Pavía, a Spanish businessman who was titled as the Conde de Peracamps. 

Don Ramón José de Irureta-Goyena Rodríguez, architect of the El Hogar Filipino. © Manila Nostalgia/Paquito dela Cruz

Don Antonio Melián Pavía, el Conde de Peracamps, and owner of the El Hogar Filipino. © Manila Nostalgia/Paquito dela Cruz

The El Hogar Filipino was owned by Spanish businessman and Conde de Peracamps, Don Antonio Melián Pavía. According to the Cornejo's Commonwealth Directory, Melián was born in the Canary Islands in Spain on May 21, 1879. From Spain, he sailed to Peru in 1903 where he held posts in the insurance company La Previsora and in the Casino Español de Lima. In 1907, he married Don Enrique's sister Doña Margarita Zóbel y de Ayala. In 1910, he sailed from Peru back to the Philippines and established the El Hogar Filipino and the Filipinas Compañía de Seguros together with his brothers-in-law Enrique and Fernando Zóbel y de Ayala. 

Note: Names are written in standard Spanish naming custom. Spanish names are written without the Filipino 'y'. So, for males (or single females), it would be [given name][paternal family name][maternal family name]. For married females, it would be [given name][paternal family name][maternal family name]de[husband's family name]. For widows, it would be [given name][paternal family name][maternal family name]vda.de[husband's family name]

A group photo of the El Hogar Filipino leaders and employees. The Conde de Peracamps is seated at the center, with Don Francisco Ortigas Barcinas (seated, sixth from right), Don Enrique Zóbel y de Ayala (seated, fourth from right), and his brother Don Fernando Zóbel y de Ayala (seated, third from right). The description reads: Sr. Melián, with the directors and employees of El Hogar Filipino whose company was founded by the said gentleman. © Manila Nostalgia/Paquito dela Cruz

The El Hogar (left), and the First City National Bank Building (right) viewed from the other side of the Pasig River. © Manila Nostalgia/Ingrid Donahue via Lou Gopal

The El Hogar housed the Melián business empire, such as the Filipinas Compañía de Seguros, Tondo de Beneficiencia, Casa de España, Casa de Pensiones, and El Hogar Filipino. Other tenants of the El Hogar include Ayala y Compañía, Sociedad Lizárraga Hermanos, and Smith, Bell and Company. The Filipinas Compañía de Seguros moved out of the El Hogar in the 1920s after the completion of its own building at the foot of the Jones Bridge in Plaza Moraga, a short walk from the El Hogar. 

The El Hogar during the 1920s. © Philippine History and Architecture 

One of the building's interesting features is that the building has its own garden courtyards, not one, but two. Another feature that make the El Hogar unique was its mirador, or balcony. From the El Hogar's balcony, one can see the Pasig River, the southern part of Manila, which includes the walled city of Intramuros, Ermita, and Malate. Also, the El Hogar's staircase is considered as one of the most ornate in the city, with a sculpted mythical griffin, as its base. 

The El Hogar's intricate staircase grillwork, which included a sculpture of a mythical griffin. © Manila Nostalgia/Isidra Reyes

A memorial plaque in which encases the El Hogar's time capsule. The plaque reads: Excmo. Sr. Don Antonio Melián y Pavía, Conde de Peracamps. Funadador de 'El Hogar Filipino' 1911. It has been reported that the plaque has been removed, and so as the time capsule. © Manila Nostalgia/Stephen John Pamorada 

The El Hogar survived the Battle of Manila in 1945 and only suffered minor damages. In the post-war years, the lending company El Hogar Filipino had closed down, along with other Melián businesses, leaving only the Filipinas Compañía de Seguros. Because of this, the Meliáns sold the El Hogar to the Fernandez family, and the El Hogar was rented out to other companies. The building was finally abandoned as an office building some decades ago. Since the Muelle dela Industria area had a chaotic, Brooklynesque vibe, it became the set for films and television shows. 

El Hogar and the First City National Bank Buildings in the late 1960s. © Definitely Filipino

Just this year, news involving the El Hogar sparked when it was reported that it was sold to a Chinese-Filipino real estate developers, which reported that it will demolish the El Hogar because of the building's stability, and be turned into a condominium. The news spread like a wildfire throughout heritage conservationists, cultural advocates, and ordinary citizens alike. Heritage conservationists had written to both the city government of Manila and the National Historical Commission of the Philippines, or NHCP, to stop the demolition of the El Hogar. Because of this, a petition to stop the demolition was created. As of today, 730 supporters have already signed the petition. The new owner of the El Hogar however, who was not named, said that they do not have plans of demolishing the El Hogar, but will use it as a warehouse instead. 

Details of the El Hogar. One can see the beaux-arts elements such as arched windows present in the building. © Historic Preservation Journal

The El Hogar's mirador gives it a unique charm, and one can view the Pasig River and other areas of the city. © Historic Preservation Journal

It is our responsibility as citizens to preserve and take care of the built heritage our forefathers left. They may seem not significant to many, but they also have witnessed numerous triumphs and challenges the country experienced. They may be inanimate objects, but they also have its own character and its own story to tell. If these buildings could talk, we believe that they are pleading to us citizens right now to help save them. 

At Arquitectura Manila, we educate Filipinos of our glorious architectural past through this website. As heritage conservation advocates, we believe that all heritage structures, not just the El Hogar, be given justice as it we are only its caretakers. If the El Hogar was to be restored, it should be turned into something productive, just like its neighbor First City National Bank, maybe something like a boutique hotel, or New York-style apartments with cafés and restaurants on its lobby. And, who knows, the El Hogar may be host to the country's first standalone luxury boutique?

Capitol Theater

The ever-beautiful Capitol Theater along the busy Escolta. © Manila Nostalgia/Isidra Reyes

Pre-war Manila was a city of entertainment, its streets lined with nightclubs, cabarets, theaters, cinemas, and social clubs. The city had so much theaters that some were built right in front or beside each other. So, along the stretch of the beautiful Escolta is a first-class theater that many members of the alta sociedad prefer, which is the Capitol Theater.

The Capitol Theater sits on prime land at the western side of the Escolta, once the country's premier business and shopping area north of the Pasig River. The Capitol Theater is one of the city's many cinema theaters, but not the Escolta's only cinema as its rival (later sister) theater Lyric is only two buildings away from the Capitol.

A photo of the Capitol during its grand opening. © Lougopal.com/Manila Nostalgia

The Capitol Theater was built in 1935, and a masterpiece of National Artist Juan F. Nakpil de Jesús, who also designed the Pérez Samanillo Building together with the great Andrés Luna de San Pedro. It was designed and built in the art-deco style of architecture, an architectural style that was prevalent in the 1920s and 1930s. The Capitol had a total of eight hundred seats, and one of Manila's air-conditioned theaters. One interesting feature of the Capitol was its design. Inside the theater, Nakpil made use of double balconies, which was then a rare architectural design. Its lobby adorned murals designed by the triumvirate composed of Filipino modernists Victorio C. Edades, Carlos V. Francisco, and Galo B. Ocampo. According to documents, Nakpil originally commissioned Edades to work on the mural. Edades then chose 'Botong' Francisco to be his assistant, who then brought with him Ocampo. The three had just returned from the United States and hoped to change the Philippine art scene long dominated by the masters Fernando Amorsolo and Guillermo Tolentino. 

Capitol Theater's mural called 'Rising Philippines' adorned its lobby. From L-R are: Carlos V. Francisco, Severino Fabie, Galo B. Ocampo, Victorio C. Edades, and Arch. Juan F. Nakpil. © Manila Nostalgia/Isidra Reyes

There are other interesting things about the Capitol Theater. Its façade has two bas-relief sculptures designed by Italian sculptor and expatriate Francesco Riccardo Monti. Monti's other works also include the bas-relief sculpture called 'Furies' at the old Meralco (then Manila Electric Railroad and Light Company, now the Manila Electric Company) Building along Calle San Marcelino, sculptures atop University of Santo Tomás' main building, and the sculptures at the Quezón Memorial in Quezón City.

Escolta corner Calle Nueva. The Capitol Theater can be seen on the right side of the photo. © Manila Nostalgia/Isidra Reyes

The bas-relief at the Capitol portrays two Filipinas in the tradional Filipiniana attire. Both sculptures are placed on both sides of the theater's façade.

"The Capitol Theater, designed by Juan Nakpil in 1935, explicitly portrays Filipinas in the native garb on the front elevations. The women, set within a tropical landscape, evoke a faraway rural and bucolic place very much different from the urbanized and built-up setting of the commercial district of Escolta in Manila. If the situation is closely inspected, the Filipino designers employing art deco were not considered as part of the “rural folk” being represented in the stylistic ornamentations, but rather were metropolitanized architects who were in fact part of the “new” cultural elite of cosmopolitan Manila (Salamanca 1968, 91-92). Thus, they were not necessarily experiencing in their daily lives the “rural” and “native” imagery that they were enacting." (excerpt from Heritage Conservation Society)

Monti's bas-relief sculpture featuring Filipinas in tradional Filipino attire. © Manila Nostalgia/Isidra Reyes

The Capitol was owned and operated by theater moguls Vicente and Ernesto Rufino, whose family owned many theaters throughout the city such as the Lyric, State, Grand, Ever, and Avenue Theaters. But, according to José Victor Torres' 'Manila: Studies in Urban Cultures and Traditions', the Tuason family first owned the Capitol through their purchase of the Eastern Theatrical Company Inc.

"The heirs of Demetrio Tuason first engaged in show business by purchasing the Eastern Theatrical Enterprises which owned the Fox Theater and operated the Metropolitan Theater. The Tuason family then put up the Eastern Theatrical Co., Inc. The encouraging results prodded the heirs to build the Capitol Theater at the Escolta which was inaugurated in 1935. This also became the new office of the family company. The company also purchased the Lyric Theater from the Peoples Bank and Trust Company in 1939. This acquisition made the company sole owners of the two modern movie houses at the Escolta.  The Lyric Theater in itself had an interesting history. In 1917, the Exhibitor’s Exchange, which was owned by the firm of France and Goulette, built the first Lyric Theater on the side of the old Botica Boie at the Escolta. It was remodeled in 1927, changed ownership in 1935 and remodeled again in 1937. President of the Eastern Theatrical Co., Inc. was Jose Tuason and Nicasio Tuason was General Manager." (excerpt from Manila: Studies in Urban Cultures and Traditions)

The Capitol and the Escolta viewed from inside a shop also along the majestic street. Photo taken sometime in the late 1930s. © Lougopal.com/Manila Nostalgia

A colored photo, probably a postcard, of the Escolta business area. The Capitol is on the left side of the photo. © Arquitectura Manila Photo File

Escolta and the Capitol during the mid-thirties. © LIFE via Flickr/Beyond Forgetting 

The Japanese occupation came about in 1942, with the defeat of the combined Filipino and American forces in Corregidor. During the war years, the Escolta still continued to be the center of gravity in the city. Since most theaters in the city featured American films before the war, they were banned from being showed by the Japanese High Command. The Capitol instead showed local films, live production acts, and Japanese propaganda tools. It has been said that Fernando Poe Sr. was a film producer in the Capitol during the Japanese occupation.

Conducting an air raid in December, 1941. © Lougopal.com/Manila Nostalgia

The Battle of Manila had ravaged more than eighty percent of the city's infrastructure, displaced hundreds of thousands of civilians, and left one hundred thousand civilians dead. The Capitol was one of the unfortunate buildings that were damaged, though not as destroyed as her neighbors like the Crystal Arcade, Cu-Unjieng Building, and the Masonic Temple. 

An aerial view of the Escolta-Binondo-Sta. Cruz areas showing the extent of damages done by both American and Japanese forces. The Capitol (encircled) can also be seen. © Flickr/John Tewell

Life at the Escolta came back to life after the liberation of the city. The Capitol was renovated and was once again up and running until it ceased operations decades ago. This was the trend of movie theaters in Manila during the late 1970s to the 1980s, where standalone theaters close due to the opening of shopping malls that include movie theaters. Today, many standalone theaters no longer feature blockbuster films, but rather operate underground where soft pornographic films, or bomba, are shown.

Recently, the Capitol's interior has been abandoned, leaving only its façade. Several small business establishments and a restaurant used to operate inside.

Art-deco detail of the Capitol Theater. © Super Pasyal

There are initiatives done to preserve the historic Escolta. The Escolta Commercial Association is an organization composed of owners of business establishments along the Escolta. Also, another intiative called 'Hola Escolta' was made in 2012 which seeks the revitalization of the Escolta. 

Here at A.M., our goal is to educate the Filipino people about Manila's glorious architectural past. These built heritage are a part of our nation's history, may it be signifcant or not. To do this, we must preserve the architecture of the past as we are its stewards. We do not own these historic structures, we are only taking care of it for the next generation.  So, in the words of Ayala Corporation President and COO Fernando Zóbel de Ayala Miranda: "Your focus is always on the legacy, on the history, and really looking forward to the next generation, and making sure that you pass the baton in the same way that it has been passed on to you." 

The Capitol Theater, circa 2012. © The Filipinas