Exhibitors Herald (1927)

March 19, 1927 EXHIBITORS HERALD 19 Opening The News — On this page a complete story of the opening written by John S. Spargo. The Picture — How it was received by the public, the theatre owners, the daily press and by himself is told by Mr. Spargo in “Service Talks,” page 39. The Show — The complete lineup on entertainment, other than pictures, selected by Roxy for his opening program and a discussion of his presentation policies appear in “Prestation Acts,” page 31. The Theatre — A detailed description of this wisnder playhouse written with a view of telling the theatre owner everything he is interested in starts on page 29 of “Better Theatres,” printed as Section Two of this issue. Madison Square Garden May Show Films to 15,000 ( special to the Herald) NEW YORK, March 15. — The new Madison Square Garden may present a series of super-feature pictures augmented by several important European Novelty sight acts during June, July and August., It is planned to show two different pictures at the same time, each to a capacity of 7,500, taking care of an audience of 15,000 at each show. The New Garden has exceptional sight lines for this venture and has one of the most modern ventilating and cooling systems in existence. Edward Renton, one of the executives of the Garden, is supervising the project. No pictures have been announced. Conservative Chicago Paper Derides Blue Law Move in South Carolina The “blue law spasm in South Carolina” is attacked by the conservative Chicago Evening Post in an editorial last week. “Gov. John G. Richards is the overzealous Carolina executive who seeks to impose an obsolete puritanism on our twentieth century customs,” says the editorial writer. “His program scarcely will continue more than a brief interval, during which it will accomplish little more than to advertise his own foolishness.” The writer, while stating it is bad enough that “the epidemic of blue law enforcement breaks out periodically in various places,” emphasizes that “it is always an occasion for regret that individuals placed in official positions should so lose their sense of judgment as to countenance an arbitrary misuse of authority which can create little sympathy beyond the ranks of a few puritans.” Roxy Cathedral of Pictures Opens with Blaze of Glory Beauty and Intimacy Despite Hugeness Amazes Thousands Packing Auditorium, Rotunda and Stairways — Telegrams of Congratulation Shown on Screen By JOHN S. SPARGO NEW YORK, March 15. — “The Cathedral of Motion Pictures,” as S. L. Rothafel designates the Roxy theatre in a gigantic electric sign, on the program and on the screen, was thrown open to the public last Friday night with the greatest blaze of glory ever attendant on any theatre opening in the history of the Great White Way. Thousands Cram Theatre With 6,200 seats, at $11 per seat, available, there were double that many packed in milling masses about the neighborhood of Fiftieth street and Seventh avenue, and it is a safe bet that 7,000 of these managed to get into the theatre. Long before time for the show to begin every seat was filled, and the huge rotunda, stairways, and in fact every spot where a curious person could get a foothold, was jammed with sightseers. Many hundreds of these who were unfortunate enough to fail in getting seats became standees. The “Motion Picture Cathedral” has been generally voted to be the most magnificent monument yet erected to motion pictures and while most of the visitors of the opening night had read much of the glories of the new theatre, they were unprepared for the marvelous beauty presented for their visualization. Auditorium Huge But Intimate The huge auditorium, if a building devoted to motion pictures can be called such, is striking in its restfulness and, in spite of its hugeness, presents an air of intimacy. The pleasing, yet striking effect, of the old rose and dull gold which predominates in the decorations is responsible for much of this. Another pleasing effect is brought about by the many windows of odd and different shapes opening into the auditorium, and these are so wonderfully illuminated by a marvelous system of indirect lighting that the sun appears to be streaming through the openings. The doors of the Roxy were opened at 7 :30 and the guests had been informed that they would have until 8:15 to inspect the theatre before the starting of the show. It was nearly an hour after the scheduled time when the three consoles of the massive organ arose from the pit and the music started. It had been expected that there would be some speechmaking — so customary on occasions of this sort — but here Roxy gave his guests another surprise. Speechmaking was out. There wasn’t any. Instead, however there was presented on the screen a series of letters and telegrams of felicitation of Roxy on his theatre and radio accomplishments. This was in the form of a reel prepared by the International News, and was supposed to come as a surprise even to Roxy himself. This unusual picture contained letters from many prominent persons, including the President, Secretary of the Navy Curtis Wilbur, Major General John A. LeJeune, Thomas A. Edison, Governor A1 Smith, Mayor J. J. Walker and others. Patients Spell Out “Roxy” As a fitting climax to the picture several hundred patients at the Walter Reed Hospital, in Washington, are shown on the lawn of the hospital, so grouped by the International Newsreel cameramen as to spell out the word “Roxy.” At the conclusion of the picture the patients, who have been very still, break forth into a mighty, waving, cheering crowd, which animates the word “Roxy” in a magnificent manner. The opening letter of the reel was from President Coolidge to Mr. Rothafel. It ran : I wish to express my appreciation of what you have done to give real pleasure to the veterans in the Walter Reed and other hpspitals through securing radio equipment for their use. And I am glad to learn that you are continuing your interest in this charitable work. Secretary Wilbur’s communication read in part : I wish through the good offices of the International News Reel to extend you very good wishes. Mayor Walker in his letter wrote : The dedication of the proceeds for the_ opening night for the purchasing of radio stations for institution for war veterans is only consistent of your many benevolences of the past. Governor Smith sent a telegram which read in part : You are soon to realize your ambition in furtherance of the pleasures of the public and I send hearty congratulations on the opening of the new Roxy theatre. Vicepresident Charles G. Dawes sent the {Continued on page 22) WHAT EXHIBITORS ARE SAYING ABOUT EXHIBITORS HERALD “I want to tell you in all sincerity, after trying out a number of picture periodicals the HERALD is far ahead, as a help to the exhibitor.” — J. S. LAT1M£R, Merit theatre, Hartford, Ark. * * * “Anyone using a picture machine sure needs the HERALD and the subscription price is nothing to what it is worth.” J. W. BOATWRIGHT, Ozark theatre, Ozark, Mo. * * * “The only kick I have on the HERALD is that the Herald Man passed me up on his visit to our state.” — C. A. KELLY, Rex theatre, Custer City, Okla.