Exhibitors Herald (1927)

March 19, 1927 EXHIBITORS HERALD 37 Facts About the New Roxy Theatre ^ Location, 50th Street and Seventh Ave., New York City — Opened, March 11 — Construction started November, 1925. Managing Director, S. L. Rothafel — Architect, Walter W. Ahlschlager — Builders, Chanin Construction Co. ^ Over-all Cost of Theatre $8,000,000 — Possible Weekly Gross $100,000 — Admission prices: 75 cents — $1.10 — $2.20 — Matinee 50 cents and $1.10. ^ Total Seating Capacity — 6,214 — Main Floor 2,982 — Mezzanine 1,054 — Balcony 2,178. ^ Performer Capacity of Stage 150 — Orchestra Pit 100 — Choir Chambers 100. ^ Area of Site .52,280 sq. ft. — Main Entrance 40x100 ft. — Foyer 100x100 ft. — Main Auditorium 190x200 ft. ^ Construction materials, Bedford Stone, Terra Cotta — Theatre layout is fan-shaped. ^ Projection Throw from Booth Niched Into Front of Balcony .95 ft. Provision Made for Natural Vision Film and Rear Projection on Stereoscopic Screen. C| Individual Six-story Building at Back Houses Dressing Rooms, Tryout Auditorium, Ballet School, Etc. ^ Two-story Italian Villa on Roof Contains “Roxy’s” Studio and Modern Broadcasting Station. •I Three Organ Consoles on Separate Elevating Stage — Orchestra Pit Elevation Range 15 ft. jj ■ plete physical training, emergency and II fire drills, and a thorough schooling in I the courtesy to the patron ideal char jj acteristic of Roxy theatres. Club rooms equipped with recreation facilities, library I for those continuing their studies, gym I nasium and hand ball courts and showers j • are provided for the staff when off duty, I and various relays from fifteen to thirty j minutes are arranged for recreation. An honor and demerit system is used in order to insure promotion to those who earn it, and every effort is made to enlist cooperation from the employees both on and off duty. The Roxy is equipped with projectors and equipments including Simplex projectors the Vitaphone, and the new invention the Spoor Natural Vision, which will have its world showing at this theatre. Hall & Connaly high intensity lamps have been installed on the projectors and on the Brenkert effect machines and spot lamps. Hoffman & Soons perfection rheostats are included in the equipment. Seats in the Roxy were furnished by Heywood-Wakefield. A new device whereby the projectionist can change at will the size or shape of the image flashed on the screen has been perfected for use in the Roxy theatre and an innovation in mechanical effects is the projection machine in the rear of the stage where pictures are shown on a special screen made by the Royal Projection Screen Co. which gives a stereoscopic effect. * * * The projection room, presided over by Arthur Smith, expert projectionist, contains every device known to the perfec tion of picture presentation, even to the extent of providing a rest room and shower bath for the men during relief hours. The Roxy screen is the exact size of the picture, and instead of the ordinary black masking, a delicate gauze behind which there is a cyclorama of silver cloth with different color lamps playing on it gives a soft diffused light to the picture. Dr. Nickson of the Bausch & Lomb Optical Company devised the optical system to meet the manifold needs. Among the many innovations is a new and revolutionary method of house lighting. By means of appliances invented by Mr. S. L. Rothafel, “Roxy,” it is possible to see distinctly while the picture is being projected. Every member of the audience can read his program with