The theatre of science; a volume of progress and achievement in the motion picture industry (1914)

0 f ^ c I e n c c 295 rupted the old idea of dark house necessity by lighting his newly acquired theatre so that one could read a newspaper in any part of it. With the increased light, he gave better ventilation. He decorated the exterior and interior of the house with plants. He demanded the best of service from his operators, doormen, cashiers, and all other employes. He put snap in his shows. He put music of distinct quality in his house by engaging an orchestra. Such a reformation of the motion picture business had never before been thought of in Memphis. The people were interested. The competitors of Montgomery began to take notice, but still doubtfully scoffed. They clung to the belief that the public would not patronize pictures as an exclusive exhibition. They were fooled. Within a short time Montgomery was building or preparing to open three other houses. The enthusiasm he injected into his theatres and employes was having its effect. The quality he demanded and procured was drawing the crowds by day and by night. Montgomery enjoyed a most successful business in Memphis, and his fine business attracted many flattering offers, one of which he eventually accepted, and amid the regrets of citizens, business men, the newspapers and the Chamber of Commerce, prepared to accept an invitation to open a grand theatre in New York. He was forced to spend a day in Jacksonville, Fla., and seeing the energy and progress of that city, decided to cancel the New York engagement. He took over an entire building and transformed it into one of the cosiest picture houses in the South, the former owner having lost money in trying to make it pay with vaudeville acts. Then Montgomery formed the Montgomery Amusement Company, and began a develop