Building a shrine to Hollywood

Baseball has one. So do rock ‘n’ roll and country music. And, if all goes well, the film industry will soon have a venue honoring its own heavy hitters and star-studded past: the Motion Picture Hall of Fame.

Located in the 75-year-old Broadway Building, at the corner of Hollywood Boulevard and Vine Street, the $25-million project is scheduled to open in the first quarter of 2004. The three-story, 45,000-square-foot “commercial-themed attraction,” as its backers call it, will have halls commemorating comedy, horror and science fiction, interactive rotating and permanent exhibits, a restaurant and a theater seating 50, the average number of people on the tour buses they anticipate will make up 20% to 30% of their business.

Each year, 10 new inductees, nominated by critics but selected by the public, will be named in seven categories: movie, actor, actress, producer, director, writer and film score. To whet people’s appetite, a two-hour TV show, “Motion Picture Hall of Fame Honors,” is in the works, but no outlet has been lined up. Winners will walk away with a statuette called the Max.

At a press conference this morning, Johnny Grant, Hollywood’s honorary mayor, is expected to hail the venture -- designed by the Glendale firm Troxtel Design -- as a crucial component in the effort to revive the neighborhood.

“That’s part of our vision, of course, “ said Robert Alexander, co-founder and chief executive of the hall of fame enterprise.

“But our statement of purpose is to honor those people who’ve had a profound impact on the art form,” he added. “Hollywood is known as a dream factory around the world. But when people get here, there’s no shrine dedicated to the process of filmmaking and those who created the industry.”

Alexander and attorney Steve Godwin came up with the idea 2 1/2 years ago and focused first on the bottom line. Rounding up an entrepreneurial team that included a special-effects lighting director and specialists in promotion and fund-raising, they came up with $5 million for the first phase, to cover the cost of setting up the building, signing a 20-year lease and creating the TV show. By the end of five years, they hope to raise the requisite $25 million from corporate investment and private investors.

Alexander denies that he’s stepping on the toes of the Academy of Motion Picture Arts and Sciences, which has its own movie-related exhibits, archive and awards.

“They honor the stars and films that are hot each year, and we honor the greats of all time,” he said.

A spokesman for the academy declined to comment, saying the organization is unfamiliar with the project.

The next step: approaching studios and building a celebrity advisory board. The first two members of the latter are actress Carroll Baker and agent-manager Jay Bernstein, who at one time handled the careers of Farrah Fawcett and Suzanne Somers.

“Hollywood is playing catch-up,” Alexander said, “and this is a monumental task. We’re not the first to think of a hall of fame -- just the first ones to take action.”