Exhibitors Herald (1927)

March 19, 1927 EXHIBITORS HERALD 51 horrible animals could be made very realistic. Although not exactly “child material” these scenes were absolutely necessary to the story, and could not be cut, so when Doug started his fight, we used the popular numbers they knew and started them singing and whistling. We had some people in that day who came expressly for the purpose of watching the re-action, and they did not believe we could take the children’s mind off the picture with music. They said it was impossible, that children came to see pictures and did not listen to music. When our kiddies sang with no warning whatever, in the midst of the picture, they all threw up their hands. “Well,” said one, “I guess you women without any children know more about them than some of the mothers.” But we wouldn’t know if we did not study them, and one of the best laughs I ever had was one morning when I happened to be talking to Miss Mills, and one of the front row youngsters leaned over and touched me on the shoulder. “Play faster,” he said, “look, there is a race going on.” * * * Don’t tell me they don’t know. Try it some time. It’s an interesting experiment. Announce Plans for $500, 000 Playhouse in Milwaukee, Wis. Plans for the erection of a new $500,000 theatre to be built on Milwaukee’s Northwest side were, made known here recently by George J. Reid, realtor and head of the stock company promoting the project. Although a definite site has not as yet been chosen, the new theatre will be erected in the neighborhood of Teutonia and North avenues, and work will start not later than the first of June. The plans call for a modern fireproof two story brick building occupying a plat 150x100 feet, with a terra cotta facing and buff brick walls. According to Mr. Reid, the theatre will have a 30 foot stage with facilities for vaudeville, and will have a seating capacity of 2,100. A Detroit firm who at present _ operates a number of theatres in Michigan is expected to sign a lease for fifteen years. A Chicago architect has drawn up the plans for the theatre which will be illuminated by 10,000 lights. At night the exterior of the building will be illuminated by flood lights from neighboring buildings. Temple Theatre Opened The Temple theatre at Sault Ste. Marie, Mich., was opened on March 15, by the Soo Amusement Company after having been remodeled and reseated. A large organ has been installed as well as a cooling and ventilating system. The house is now equipped to handle road show attractions. ^ Charles DePaul is owner. In the hour of need When the day comes around for which you’ve booked your biggest and highest-priced film of the year — — and the weather turns out sizzling, steaming, brutally hot — That’s the time you really appreciate your Typhoon Cooling System. A snap of the switch and immediately its cool. refreshing breezes sweep through the house — keeping the crowds cool and contented, all-forgetful of the sweltering heat outdoors, keen to get every ounce of enjoyment out of a good picture. And when you come to count up the day’s receipts, you’ll be glad — mighty glad — you had Tjrphoon Cooling System in your hour of need. Install Typhoons for this summer Write for our Booklet H3 Typhoon Fan Company 345 West 39th Street, New York, N. Y. — Offices In Principal Cities — Another Triumph — “WHAT PRICE GLORY” Is Being Projected on the RAVEN screen Raven Screen Corporation 1476 Broadway New York, N. Y.