Motion Picture News (Oct-Dec 1929)

October 5 , 1929 1247 Picture Palace Designed By Rapp & Rapp Former Branch Manager Now i t» t t t r*\ Representing Filni-Fone Opened By Loew In Jersey City JOURNAL SQUARE in Jersey City has another de luxe theatre that measures up to standards of luxury and capacity which characterize the most important picture playhouses in the theatrical district of the leading metropolises of the country. This is the new Loew's Jersey City Theatre, which is located in close proximity to the huge Stanley Theatre opened last year by the StanleyFabian interests. The new theatre was designed by C. \Y. and Geo. L. Rapp, Architects of New York and Chicago. It was built at a cost estimated at $2,000,000 and has an auditorium that seats 3.300 persons. The theatre was opened to the public last Saturday morning. The interior is designed in the lavish Italian baroque style. A large entrance opens on an oval-shaped lobby. This rotunda is three stories in height, with an observation gallery on the mezzanine floor completely girdling its circumferences, around which rise jade-green colonnades with Roman bronze royal red silk plush. This style and color is repeated in the drapings throughout the corridors and theatre auditorium. Off the rotunda lobby is a foyer, richly furnished with carved and gold framed mirrors and consoles, bronzes, lounges and art objects. A stairway from the foyer leads to the mezzanine and promenade foyer, an informal lounge room. Off this promenade and extending back around the entire oval of the lobby is the observation gallery, from which the rotunda may be viewed. At the end of the gallery there is a music room, furnished with a reproducing piano and several striking art objects. Luxurious Service Rooms Off the mezzanine promenade, also, are the suites of rest rooms, telephone and check rooms and manager's office. The lounge room of the women's suite is executed in the French period style, with apple green walls ornamented by gold mouldings and mulberry and gold brocade panels. The cosmetic room is Pompeiari, with black marble wainscoting and pilasters. Its walls are Pompeian red, with ceiling richly covered with green bronze ornamentation. The auditorium is executed in the intricate Italian baroque style. Overhead is a gorgeous and opulently decorated dome, colored in gold leaf and surrounded by an ornamental cornice and bands of ivory, gold and soft grey and rose. The vaulted ceiling has an all-over coffered surface in gold, ivory and blue, and is penetrated at the sides by six large arches in which elaborately carved walnut and gold canopies, draped with festoons of red velvet, trimmed with gold applique tassels and fringe. Back of these arch drapes are hangings of gold silk gauze and silver cloth. This whole treatment is delicately illuminated with concealed, multicolored lights. The proscenium arch forms a beautifully carved framework over the stage, and is set off by scrolled and moulded cartouches and veined marble panels. The proscenium drape is a festooned red velvet, with embroidered bands and magnificent appliqued gold shield. The lighting fixtures are crystal and bronze with illumination mainly indirect. Dave Farquhar, formerly manager of Warner Brothers exchange in Salt Lake City, is representative for the National Film-Fone Corporation in the State of Utah. The Film-Fone reproducer is manufactured by the National Baldwin Radio Phones organization in Salt Lake City. The company now is operating a little theatre in the city at which pictures will be screened with sound for distributing companies. The little theatre also is being used as a demonstrating room for the exhibitors in the intermountain territory. Of course you expect to pay more —EXCLUSIVE FEATURES— —SERVICE OF CHARACTER— for The Value of Performance, Quality, measured in Dollars and Cents. Permanence cannot be VALLEN NOISELESS CURTAIN CONTROL EQUIPMENT EMBODIES SKILL — INTEGRITY — RESPONSIBILITY CONTROL STATION OBTAINABLE ONLY GREEN OPEN RED £ 00560 START STOP REVERSE THROUGH VALLEN Thf fallen Automatic Screen Mask for Sound-on-F Urn eliminates Distortion of Picture. EXCLUSIVE VALLEN FEATURES ' AIN ^*™NC0^