Exhibitors Herald and Moving Picture World (Apr-Jun 1930)

April 12, 1930 Exhibitors Herald-World 29 A NEW WARNER THEATRE RECAST IN CLASSIC MOLD A few words and pictures about the Forum in Los Angeles WARNER BROTHERS added another link to its fast growing chain of modern theatres on the Pacific Coast with the acquisition and remodelling of the Forum in Los Angeles. It represents the first step in the recently organized Warner theatre expansion program. The Forum has long been recognized as the outstanding neighborhood theatre in Los Angeles and its vicinity. The interior of the showplace presents a fascinating appearance. With the improvements and new installations of lighting effects and fixtures, there is all the strange thrill of old Roman days together with 20th century comfort. It is situated in one of the most progressive and up-to-date sections in Los Angeles and is the fourth great theatre in the Los Angeles district to be acquired by the Warners. On seeing the Forum, one immediately thinks of the Roman Forum. The theatre is of the same architectural character, except on a smaller scale. Its style is Roman Corinthian. The entrance is through a colonnade and an oval-shaped rotunda, with dome ceilings covered with murals. The auditorium as seen from the rotunda, down to the foyer which carries the same character, seems as if inspired by one of the forecourts of a Greek temple. It gives one the impression of being out-of-doors be By TOM J. HACKER cause of a colonnade on each side, which gives a background redolent of ancient Greece. The ceiling is in the shape of a huge canopy, which adds to the illusion that the proscenium arch is a continuation of the colonnade. Masonic lodge rooms occupy the upper floors and the rotunda. The building is constructed of reenforced concrete, trimmed with cream-colored terra cotta. The seating capacity is 1,804. The entire house has been modernized in every detail with the acoustics a predominating feature. Western Electric equipment is used. The Robert E. Power Studios have completely redecorated the interior. The box office, formerly located to the extreme right of the building, was moved directly in front of the center doors. Two posts were removed from the entrance to permit this installation. A powerful Neon sign tells that the house is now under the Warner banner. A Neon beacon flashes the news of a studio preview to the surrounding territory, and Warner Brothers radio station, KFWB, assists in announcing forthcoming Warner Brothers and First National Vitaphone pictures, which are shown exclusively. The Forum has also been established as a preview center for all films produced by its owners. Electrically (thanks to Frank Murphy) it is a new house. Murphy has long been associated with the Warner studio in the capacity of electrical supervisor and engineer. He has been an outstanding figure in the early and present development of talking pictures. In addition to the improvements which are obvious to the eye, the house has undergone as many changes not visible. Since its first opening, several years ago, the Forum has been a family theatre and will remain as such under the Warner policy. The house is approximately seven years old and was opened as a first-run theatre charging an admission price of 50 and 65 cents. Gus Metzger took it over in 1928 and brought the price down to 25 cents for any seat, any time. Warner Brothers boosted it to 35 cents and is playing second-run films. The house is in charge of District Manager Max Siiagrin, who operates the Warner theatre in Hollywood, the parent of the chain and a house which has become world famous.