09/03/2026
Seventeen glorious minutes of Super 8 footage of Beverly Hills, filmed in December 1970 by my friend childhood friend Jack Black! (No, not the actor 🤪)!
Before Beverly Hills became an international luxury brand lined with high-end fashion stores such as Gucci, Dior, Cartier and Louis Vuitton, it was a charming little village—much like Larchmont or Westwood Villages. It had small supermarkets, barbershops, camera shops, toy stores, historic theaters, book stores, cheap parking lots, and unique, one-of-a-kind cafés and boutiques. All with FABULOUS KITSCHY SIGNAGE. Many with quaint awnings too. It truly felt far more like a close-knit community than the international luxury destination it is today.
Rodeo Drive’s transformation had begun when Giorgio Beverly Hills opened in 1961. (Gucci arrived in 1968) but, in December of 1970, the area still retained much of its local character. During the remainder of the 1970s, more prestigious designers arrived and Rodeo Drive was deliberately promoted worldwide as the shopping destination of the rich and famous. Today, Beverly Hills is dominated by international fashion houses, elaborate flagship stores, luxury hotels and expensive restaurants, but in 1970 it felt more personal, varied and unmistakably local.
I recently had this incredible footage transferred from Jack’s original Super 8 film stash.
You’ll see quick shots of Trader Vic’s, Wilson’s House of Suede, Century City, Morely Drugs, Ah Fong’s, Jacopo’s, La Scala Boutique, The Gramophone Records, Cafe Swiss, JJ Newberry, The Luau, Nate n Al, Beverly Stationary, Toy Mart, Beverly Pets, Beverly Hills Camera Shop, Continental Candies, Jerginson’s, Livingston’s, Geary’s, Rexall OWL Drugs, the Beverly Theatre, the Hallmark Shop, Children’s Bootery, Rudnick’s, Harry Harris Shoes, Swiss Cafe, Beverly Hills Hardware, Food King, Thrifty (and inside), the old Beverly Hills Library (that appeared to look like a row of books), Abigail flowers, Wonderbread trucks, The Wilshire Theatre, Orange Julius, House Of Pies, 31 Flavors, the 76 Gas Station, the Beverly Wilshire, Saks Fifth Ave, I Magnin, the old post office & Fire station, the Beverly Hills Hotel and the Beverly Hilton.
I’m sure there’s so much more I missed… so, let us know what you also see in this remarkable footage that has never been seen before today! It’s a remarkable time capsule of Beverly Hills as it looked more than 55 years ago!
Seventeen glorious minutes of Super 8 footage of Beverly Hills, fil...