The Moving Picture Weekly (1920-1921)

Vol. 14, No. 12 The Moving Picture Weekly 17 Best Equipped Xkeatre m Middle West Opens ^W^itk Browning Universal-Jewel B GUS and Louis Kerasotes, veteran exhibitors of Springfield, 111., recently threw open the doors of one of the best equipped theatres in the Middle West. It is the New Strand Theatre, at Sixth and Washington streets, Springfield, constructed in and the shell of First National Bank building, oi the most prominent sites in that city. The success of the new theatre and its opeing programme was instantaneous, the house being filled to capacity during the first week. "No Woman Knows," the UniversalJewel production, made by Tod Browning from Edna Ferber's novel, "Fanny Herself," was the feature for the week. The opening of the New Strand was made a ceremony of considerable importance in film circles. A number of well-known film men went to Springfield from St. Louis and Chicago especially for the occasion. Among them were Barney Rosenthal, St. Louis manager for Universal ; George McKean, manager for Fox; Cecil Mayberry, Chicago manager for Goldwyn; John Karzin, St. Louis theatre chain owner, and Sam Hankin, of the Fine Arts Film Company. The construction of the New Strand is considered an architectural marvel because of the adroitness by which the old bank building was entirely remade both inside and out to fit the necessities of a motion picture theatre. In remodeling the old bank building, little was left of the former structure except the outside walls. A skeleton steel frame supporting steel girders was put up inside of the old building, on new foundations. The old walls were anchored tc this, much after the manner of modern steel building structure. The entire inner floors and partitions then were removed, so the auditorium could be formed. , , j The outside appearance of the building was done over, the front being done in polychrome terra cotta, and the New Strand, Springfield, 111., Effectively Exploits "No Woman Knows" — Novel Construction of Playhouse Presents Vast Possibilities To Exhibitors — $15,000 Organ Installed. around one of Killf & bg Atttflmobib JSiPB in Artna of l^arrg QIawg — 3ffilm Y telegraph from Universal City, Cal., the officials of the Universal Film Manufacturing Company have been informed of the death, late last night (Monday), of its youngest star, Breezy Eason. Little Breezy, who, though only eight years old, was one of the best known and best loved child players in pictures, was struck by an automobile in front of his home, 6200 Fountain Avenue, Hollywood. The entire picture colony of Los Angeles is saddened by the tragedy, and Universal City will be closed on Thursday when the funeral will take place. Breezy was an especial friend of Harry Carey. When Carey learned of the accident he was forty miles away filming a scene for Gregory Jackson's story, "Man to Man." He hurried to the bedside and Little Breezy died in his arms. Breezy Eason came of a theatrical family. His father, Reaves Eason, is a Universal director, and his mother, also a Universal player, used the odd stage name of Jimsey Maye. Breezy had been starred already in two feature productions, "Two Kinds of Love" and "The Big Adventure." His latest engagement was in support of Harry Carey in "The Fox," a Jewel picture which has not as yet been released. entrance and foyer lined with white marble. The foyer is decorated in ivory and gold. The interior of the theatre is done in old gold, gold leaf, ivory and polychrome. A $15,000 pipe organ, a typhoon ventilating system, and up-to-date lobbies and rest rooms also are included in the modern equipment of the new Kerasotes house. The ^^^^^^^^^^^^^^^^^^ New Strand is considered ^^^^^^^^^HHJ^^^HR one of the best theatres ^ Springfield. It seats 800. The surest way to arouse the interest of a person is to appeal to his or her vanity. There is no vanity more general than the feeling that one can write stories or photoplays or even criticisms. This great American weakness was used to considerable advantage by the Kerasotes Brothers. The New Strand management arranged a tie-up with the Springfield Journal, as a result of which the Journal called for individual 100 word criticisms on the picture. This prompted many persons to go to the opening, so they could write their criticisms. The mail was filled with amateur criticisms the next day. To those two patrons who sent in the best reviews, the theatre management gave season passes to the New Strand. A score of others received copies of the novel "Fanny Herself." Some of the best reviews were printed in the Journal. In a letter to the St. Louis office of the film company, written at the completion of his second day's run, Gus Kerasotes wrote as follows: " 'No Woman ICnows,' your big picture, created motion picture history in this city. I am glad to tell you, too. that I could not have picked a greater attraction than 'No Woman Knows' to open my new theatre with. The first two days of the week's engagement resulted in total receipts exceeding by several hundreds of dollars anything I ever did with a week's run on any other picture in other houses. Congratulations to Universal for producing such a virile and inspiring picture."