Motion Picture Theater Management (1927)

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THE INDUSTRY AND THE THEATER 31 ambitious as the one downtown; excepting that the orchestra seldom exceeds thirty pieces, and the showing of the "second run" feature is made "simultaneously" with that of other neighborhood houses. Third, fourth, or fifth run theaters are to be found wherever the population warrants the type. The importance, naturally, diminishes with the run. Among these are to be found the so-called "sensational" houses. They are generally small places that cater to the element which craves "action" pictures, that is, not only western subjects, but others that may be called melodramatic in the extreme. They can best be characterized as being of the "Nick Carter" type. They help fill the place left by the "ten-twenty-thirty" stage show of the last decade. There is a sharp line of division between the conduct of the "sensational" type of picture theater and the others. Another kind that may properly be classified with motion picture theaters is the vaudeville-picture house. This type is found mainly in the large cities. The program consists of a feature and five or six acts of vaudeville. The pictures exhibited are either second run, or first run products of secondary importance. This type of theater reached its highest development under the policies established by Loew's under the supervision of Nicholas M. Schenck. In some parts of the country there is a type known as the "double feature" house, because the program consists of two features instead of one. The purpose, obviously, is to entice the "bargain" instinct of patrons. Yet there are distinct disadvantages in such procedure. It is like asking a person to read two novels in the same evening. The operation of these theaters seems inadvisable to the most constructive minds of the industry, and is discouraged as much as possible. In the smaller towns the local theater often houses the motion picture as well as the vaudeville, legitimate, or concert attractions, playing each for a day or two, according to bookings. A community of this size is willing and able to patronize a variety of amusements, but is not large enough to support a run of any continuance. The theater therefore is a kind