Exhibitors Herald (Dec 1921 - Mar 1922)

74 EXHIBITORS HERALD January 7, 1922 FAREWELL DINNER TO GEORGE KANN— Given by Universal employes, Dec. 12, at the Cafe Boulevard, New York City. At the speakers table (Left to right) Art Schmidt, J. V. Bryson, P. D. Cochrane, Tom Cochrane, S. F. Hartman, Harry Reichenbach, George Kann, Carl Laemmle, R. H. Cochrane, H. M. Berman, V. R. Carrick and E. W. Bates. Features of New Los Angeles House Appeal to Home Spirit of Community Each succeeding year sees the motion picture theatre becoming more and more a home-like institution. New theatres being constructed in various parts of the country are catering to the family spirit in point of construction and details. Houses are being built and conducted in keeping with the dignity and refinement of the community with the result that the neighborhood theatre is tieing up closer than ever with the family and the home. Carry Out Family Idea In an announcement of the opening of their new house, the Vermont, at Vernon and Vermont streets, Los Angeles, Harper, Lundblade and Nystrom have taken cognizance of this fact. The artistic circular mailed to homes in the vicinity points out that it has been the desire of the management to place the new house on a basis to suit the refinement of the people of the community and provide a place of high grade entertainment for the family amid restful and harmonious surroundings. To this end the new theatre has been equipped with every convenience for the comfort of its patrons. Spacious lounging rooms with comfortable seats, conveniently placed drinking fountains, check rooms and the like, carry out the idea. Nursery for Children Probably the most unique features of the house are a children's nursery and a space provided for the parking of automobiles for its patrons. The nursery is equipped with deep seated divans and chairs and located upstairs. Here a mother may bring her tired baby and enjoy the show behind glass windows seated in a comfortable rocking chair. The parking space for automobiles will accommodate two hundred machines and a theatre attache is in attendance at all times. No charges are made for this service. Use Egyptian Plans The Egyptian idea has been carried out in the architecture and interior decorations. Two immense tapestry panels, one depicting Pharaoh and His Queen and Fan Bearer and the other The Presentation, adorn the foyer walls. The color scheme is mostly black and gray in contrast to highly colored and elaborately decorated walls. Striking Stage Effects The hanging of the proscenium arch is of black velvet, embellished with gold bulrushes in the way of ornament. Above this are hangings of a brighter coloring forming a frame for the main curtain. Separated by Egyptian columns on either side of the stage are two large vases in Egyptian decoration, overflowing with metallized cat-tails illuminated by concealed lights. A Robert Morton Orchestral Unit Pipe Organ will furnish the music. Latest screen and projection equipment and a thorough ventilating system are other features of the new Vermont. Glenn Harper, secretary of the Southern California division of the M. S. T. O. A., Charles Lundblake and H. Nystrom operate the theatre. Rothacker Chart to Be Projection Asset Better Screen Results Are Possible, Laboratory Official Holds Watterson R. Rothacker, president of Rothacker Enterprises, in a statement on his plans for 192',' declares that in his opinion the new year will bring a closer coordination of efforts and ambitions of producers, cameramen, laboratories and projection machine operators toward better screen values, which, he believes, will be reflected in the box office receipts. With a view of assisting the projectionists in the smaller theatres to obtain the same results as in the larger houses, the Rothacker laboratory organization is preparing to issue a special projection chart. Urges Standardization Mr. Rothacker stresses the value of standardization in prints and projection. He points out that through the development of laboratory standardization in his plants it is possible to make part of the prints in Los Angeles and the remainder in Chicago. "While the coming year may not be the biggest with respect to gross receipts, 1 believe it will be the most healthful year yet," says Mr. Rothacker. "We have arrived at normalcy perhaps for the first time in our short career. Exhibitors may now build their future business on a substantial and dependable foundation." Makes One Resolution Mr. Rothacker has resolved that on every one of the 365 days of 1922 he will give some one person a better understanding of the motion picture industry. This daily person, he says, may be a street car conductor, an ex-bartender, a preacher or a banker. It will be his aim, he declares, to give this one-a-day individual a true comprehension of the true facts in the case. He will tell this person that all stars and directors do not make a million a year and squander it, etc. Beaumont, Tex. — The Palace theatre has been opened here. Manager John I. Pittman announces that both pictures and vaudeville will be the policy. Work on Selig's Animal Serial Keeps Pace With Schedule Arrangements With the first four episodes of "The Jungle Goddess" already in New York, and the fifth and sixth practically completed, work on the animal-jungle serial which Col. William N. Selig is making for Export & Import Film Company, Inc. is now practically caught up to schedule. Colonel Selig is taking extra precautions to pack the serial with as many stunt scenes as possible and at the same time keep the story realistic and logical. To this end, according to a statement from the Export & Import Film Company, he has engaged a staff of three technical experts, who are concentrating on devising original thrillers for the production.