Exhibitors Herald (1927)

19 March 19, 1927 EXHIBITORS HERALD '-"id _ ^ppriirrrr r;rr r r ’ it f c ip rr n f r rrilP Front elevation of 750 seat theatre described in the accompanying article by the architect, G. E. Eichenlaub, Erie, Pa. Architect Gives Details of 750 Seat Theatre for Town of 3,500 Population Economy F eatur e s of Clyde Theatre Listed By G. E. Eichenlaub Theatre Architect, Erie, Pa. CLYDE, is a typical small town of 3,500 with about 4,000 drawing population, located in what is mostly a farming section and being fairly well tied up with paved roads. The town is served with a small store-type show, an old time “Opery-house” over the Town Hall. There is also a church gymnasium, where the good Father shows a picture on Friday nights for various reasons other than that of a desire to make money. This situation, in effect, exists in countless towns over the U. S. A., in which no one breaks much better than even on account of the competition each sets up for the others. The consequence is, that each is ready to sell out or quit, — and since none has made any money, — none can be shown that it would pay to go into the business right, — with an up-todate theatre, which would surely eliminate the competition so that the revenue would go to support only one and show TV/r OTION picture theatres in Russia are conspicuous by their dissimilarity from theatres in this country, judging from the view above which shows the exterior of two Russian playhouses. The photographs were furnished by Erich Nordmillerovitch, a subscriber and follower of Exhibitors Herald in his country. Our subscriber doesn’t say much in explanation of the a decent profit at the end of the year. Since that is a typical picture of a general situation, it bears a sure opportunity for some other business man with at least one eye open, who cannot in these days be called a “Big Business-Man.” The opportunity is all the more sure or certain, because the big show-interests, are still developing the big cities and it is probable, that it will be still some few years before concerns like Famous, Loew, Warners and others will take in this field, — though a number of the growing-kind, like Commerford, Schine, Harris, Zimmerman, etc., are starting on this end and growing up. When this owner of the Clyde asked photos — and we profess inability to add anything which the pictures themselves do not make obvious. Mr. Nordmillerovitch does state, however, that Douglas Fairbanks is the most popular screen star in his country and that his pictures, notably “The Thief of Bagdad” and “Robin Hood” were outstanding successes. us down to look over the situation,— and we found a very high-grade group with experience in business, — it followed that success was a quite definite answer. The plans were gone over and some minor changes were incorporated through the owner’s particular knowledge of the town. As a consequence the two stores have their entrance doors off the Loggia, where we ordinarily provide a panel for a standard three-sheet. This improves the store-fronts by giving them a better window. Since in this case, the building sets back from the sidewalk line some ten to twelve feet,— the posters would not be so valuable, but the window space always is important for the stores. Plate glass cost increases very rapidly with the increase of the perypheral inches size, therefore we use copper division bars for the sake of economy. Applying a little common-sense of show-man experience, we find they can be spaced to fit one and three-sheet standard paper, — thus serving the cause of Art, and the particular cause of the show-business without hurting any other type of business that may want to lease the space. The posters are sketched in on the righthand store, in standard sizes and leave us with a transom, where we would suggest the mounting of ordinary roll-shades or curtains. If the days of the week are painted on same, they serve as a permanent calendar. Such posters mounted behind glass, have advantages that will be quite apparent to any exhibitor. This suggestion might not be so obvious to some. Poster quality runs to strong color and vigorous drawing, — which must appear incongruous in the finer company, of an interior. To pull these together then, for the sake of harmony,— a mosquito netting dyed blue or pink or yellow could be drawn inside the window with the posters mounted or kept back about 12" or 24" which would act powerfully to tone down the too blatant color. * In this case of the Clyde, the owners leaned very strongly toward brick, in place of stone for the front. We hold out for the stone;— because then so much does not depend on our sheer ability as designers and artists. A stone (.Continued on page 22)