Exhibitor's Trade Review (May-Aug 1925)

Page 36 Exhibitors Trade Review Gloria Gould to Chosen Manage T HE cause of feminism and the advance of the modern women in professional and commercial fields ; into the commanding spheres of endeavor formerly occupied by mere man ; has received a decided impetus with the announcement that Gloria Gould, the young and talented daughter of George J. and Edith Kingdon Gould and grand-daughter of Jay Gould, is to be the managing directress of the new Embassy Theatre, the finest playhouse in New York. The astounding features of Miss Gound's ascendency into the ranks of theatre showmen are first, that she has had no previous experience in that particular line of work and second, being only 19 years of age, she is the youngest person, either male or female, to have ever achieved the distinction of directing a modern motion picture theatre, and that in the great metropolis of the world. Third, she has definite ideas about the abilitv of women to run a theatre, and proposes to give those ideas full plav and to make them a dominant feature in her conduct of the affairs of the Embassy. In Full Charge THE appointment of Miss Gould, who represents one of the most distinguished families in New York Society, to the position of managing directress of the small intimate and cosily decorated Embassy, promises to lend distinction and increased attraction to the preview and long runs of Metro-Goldwyn-Mayer Productions to be featured. In discussing her appointment, Miss Gould said : "I propose to make the new theatre preeminently smart, in the type of attractions played and in the conduct of the theatre itself, run presentations wi]l be the rather than week to week changes! Everyone knows that the legitimate theatre in many instances has long catered to the highest type and class of audience with worthwhile productions that will appeal to the best element, willing to pay the most for the best So why not the motion picture? We will therefore concentrate all our efforts on the feature special Nineteen Year Old Society Girl Put in Charge By Maj. Bowes. Picks "The Merry Widow" for Opening Longrule, MISS GLORIA Underwood GOULD Underwood Embassy with all the seats reserved. Every patron of the theatre will receive personal attention of the most efficient kind and an intimate atmosphere will be created between the management and its patrons. They will come to the Embassy to see the presentation of a feature production, without wasting time sitting through a long drawn-out program of variegated entertainment. There are to be no prologues, no news reels, no comedies or scenics. Occasionally we will present some soloists of distinguished note, before starting the feature. During each performance there will be an intermission of about ten minutes. The price of all seats will be $2.00." B1 production itself companiment." and its musical ac OTHER film houses in this city and throughout the country now feature prologues, musical and other divertissements, news reels, comedies, scenics, trailers and what-nots, the feature itself often receiving the scantiest attention. This will not be the case at the Embassy. There .will be but two performances a day, a matinee and an evening performance Theatre Run By Women EING a staunch believer in the brilliant future of women in the business world ana their ultimate conquest of specialized fields now controlled by men, the personnel of the Embassy will be made up entirely of women. I know them to be much more efficient than men; they have greater ideals and capacity for work and are not prone to take things for granted, merely resting content to abide by established and worn-out customs." "A picked staff of usherettes, between the ages of 16 and 20, blonde and petite, is now being selected. Every other employee of the theatre will be a woman and we may even have a woman motion picture operator. I propose to take a personal interest in the work and welfare of each and every employee, and to make their work as agreeable as possible. For the premiere of "The Merry Widow," which I have selected to open the theatre, the usherettes will wear ballet costumes m keepin^ with the picture, and appropriate music, based on the Franz Lehar score, will be prepared. If the success of Miss Gould counts for anything, it is a sure indication that staid and plodding business men are due to take a back seat m modern business, and make way for a rush of feminine captains of industry and motion picture theatre manageress. (Continued on page J/)