Motion Picture News (Jan - Mar 1928)

J an u a r v / /. I !> 2 8 157 Publix' New Birmingham Theatre Holds Formal Opening MAIJKKI) l)y the ;i(l('ti(l;iiicc of Siiiu Katz, president cl I'uhlix Tlicatres Corporation, and otlier officials of i'uhlix, as well as many notables of the thealrfl world in tlie South, the formal opening of the palatial Alabama theatre, Birmingham, Ala., JMonday, December 26, was an outstanding event. And, from all reports, the old enemy, "Box-Offiee Slump" was completely routed. The premiere bore real significance as the first unit of magnrlicent theatres Publix proposes to build in Alabama. For more than a year, construction work has been going on at the Alabama and Publix, in presenting this new house to the public, has more than made good on its boast — "the best for Birmingham." The Alabama possesses all of the magnificenee and refinements of New York and Chicago 's best theatres. Built on one of the best and most accessible locations in Birmingham, the theatre outwardly is distinctive in appearance. The largest upright sign in the South, measuring 60 feet in height and 12 feet in width, double-faced, with 4V2-foot letter's, containing 2,338 lamps, surmounts the marquee over the Third Avenue entrance and is duplicated by a similar sign on the 18th Street side of the house. The marquee attraction sign stands 12 feet high, is 35 feet long and projects from the building 12 feet. The projection room has a fusible link system, which automatically shuts off the projection room from the rest of the house in case of fire. Three projection machines, with an effect machine for color stage combinations, one stereopticon and innumerable spotlights complete the projection equipment. One unusual feature is the usher signal system and house telephone, which permits inter-theatre communication with any part of the house, and which makes for extreme ease in handling crowds. The Wurlitzer organ, built to specifications made by Jesse Crawford, has a console in red and pale gold relief. The organ has four keyboards, with every known combination of stops. It is mounted on an elevator, which permits the instrument be i!ig used for cither solo work or, out ol' sight as a picture accompaniment. The backstage e<iuipment is of the latest and most modern design. The electrical control lightboard on the stage can be set at the first of the week and lighting effects secured by throwing one switch. The boai-d may be locked when electricians are fil'f duty. The counterweight system of raising and lowering scenery and sets is employed and r)0 different curtains may be hung, with this system of stage rigging, at one time. Mo sandbatrs or heavy pulling is necessary and everything is controlled by a small lever. The manager and staff may preview pictures in the miniature projection room, adjacent to the main projection room. The musical director f-creens each picture and knows the exact number of feet to a certain scene, so that he may use the correct timing in his musical accompaniments. The ventilation and refi'i<jerating plants make no draft. Air is washed, dried and then forced down through high overhead ducts and is evenly distributed. Air is taken out by vents under the seats on the orchestra floor. The Alabama will present the Publix shows, just as they are "set" for New York and Chicago. It Avill feature stage precentations by John IMurray Anderson, Frank Cambria and Jack Partington. The stage band will be under direction of Ralph Pollack and the pit orchestra under Bruce Brummit. The Wurlitzer organ will be played by Joe Alexander. i\Iuch credit for the splendid handling of the preliminaries leading up to the opening is due Sidney Dannenberg, manager of the Alabama. He has been in charge of Publix' Strand and Galax in Birmingham for the past two years and previous to that, was in the Metropolitan at Boston and the Criterion and Rivoli, New York City. He has had a thorough training in theatrical work and is a capable and energetic showman. His assistants are Steven L. Barutio, assistant manager, and Larry Cowen, in charge of advertising. Pass the Pjablic (into Wr THEATRE Precision- . fjase ond Smartness/ GOLD SEAL TICKET REGISTEDPJlODUCrS Standard Box Office Protection |5X±3 N'EAR OF" FAlTl-lFUL SERVICE 'SmMMicIiCKEiMEeramCoiPeMMioN^ TICKCTSAJiC SOLD C MABKS^lTOflCTlOW ) Patents Controlled Exclusively Editorial Features That go to the very heart of the Showmen's problems Every Month in THE SHOWMAN y. v. -K. y^ ,y This limhlom Moans Hotel Headfjuarters in Hollywood Kach year the Hollywoor] Plaza Hotel provides hcatlriuartcrs for the film executives and artists of the world. It is because of good food, good service and good everything that this host of guests stop here. Conveniently located, attractive in surroundings — homelike — these are other features that appeal. THE HOLLYWOOD PLAZA HOTEL Vine and Hollywood Blvd. Hollywood, Calif. STOCK PROGRAMS PROGRAM COVERS ::••:■;;;,■■= ..... ' For, .; . l^ .. ;, Moving Picture Hoases Joseph Hoover £> Sons Company Market and 49th Sts., Philadelphia, Pa. Standard VAUDEVILLE for Motion Picture Presentation THE FALLY MARKUS AGENCY Astor Tlieatre Building N. W. Cor. 45th St. & Broadway Lackawanna 7876 UNIFORMS FOR HOUSE ATTACHES COSTUMES FOR STAGE PRESENTATIONS BROOKS--'