The absorption and fluorescence spectra of two analogues of 10-hydroxybenzo[h] quinoline (10-HBQ), namely, 1-hydroxy-7-methylbenzo[c]acridine (HMBA) and 4-hydroxybenzo[c]phenanthridine (HBPA), were studied in n-alkane matrices at 5 K. Considerable energy separation between the onsets of the spectra and broadening of the bands was an indication that intramolecular proton transfer (ESIPT) takes place at such a low temperature. D FT and ab initio methods were used to calculate the electronic transition energies and oscillator strengths and the vibronic structure of the electronic spectra. Shortcomings in our knowledge of the shape of the potential energy surface for ESIPT systems are highlighted in the context of the discussion of the shape of the electronic spectra. The pi-expansion of the 10-HBQ chromophore achieved by adding a benzene moiety at various positions adjacent to the pyridine ring led to compounds possessing diverse photophysical properties, ranging from the non-ESIPT strongly fluorescent molecule of 10-hydroxy-1-azaperylene to weakly emitting (or nonemitting) molecules, where ESIPT occurs very efficiently.