Exhibitors Herald (Dec 1921 - Mar 1922)

THEATRE EQUIPMENT Equipment Progress This department, as every other department of the Herald, is desirous of rendering the maximum of service to exhibitors. Its purpose is to present, from time to time, accurate news of the latest developments in theatre construction, new devices evolved that increase efficiency for the showman, and pictures of new theatres opened in order that he may visualize the present tendencies in this direction. Further than this, it is glad to assist any exhibitor on particular problems confronting him by acting as a connecting link between him and reliable sources of information and knowledge. This is a day of specialization. Knowledge along various lines in matters affecting an exhibitor's theatre are in the hands of specialists in various lines of business. The Equipment department is a medium through which exhibitors can obtain this highly specialized knowledge. The Herald's Theatre Equipment Department has at its disposal various channels through which it is able to cooperate with the exhibitor in obtaining for him valuable information on various subjects. It shall be glad to present your problem to experts as well as obtain information for you from specialized authoritative sources whose years of concentrated effort makes them the only dependable avenue of information on matters with which they deal. Thirtieth Fitzpatrick-McElroy Playhouse Opened in Michigan Owners Say New Liberty Theatre at Benton Harbor is Example of Funds Used to Utmost Advantage in Every Respect The Liberty theatre, No. 30 of the Fitzpatrick-McElroy chain of playhouses, opened its doors at Benton Harbor, Michigan, Saturday, February 4. A solid line eight deep, extending for two blocks, turned out to inaugurate the new theatre on the opening day. St. Joe and other Michigan towns were represented in large numbers among the Benton Harbor residents. Doors of the theatre were opened ahead of schedule and an extra show run to accommodate the large attendance — a fitting tribute to Benton Harbor's newest combination theatre and the industry in general. Cost Is $200,000 The Liberty, which has a seating capacity of 1,600, was erected at a cost of $200,000. Without exception, it is undoubtedly the finest theatre of its size in Michigan. In fact, it is stated that the new theatre compares favorably with structures costing three times the amount — a thing attained by its owners through judicious expenditure of money backed by a thorough knowledge of the business. The foyer is beautifully furnished with ' roomy davenports, artistic floor lamps, and comfortably upholstered chairs. Velvet hangings of blue and gold are in harmony. The walls are decorated in old ivory and pastel shades of blue and pink ornamented in gold. The back of the foyer, above the wainscoting, is latticed with dark walnut in which mirrors are set, giving the effect of great distance. Velvet carpeted stairs on either side lead to the balcony. The main floor seats 1,000, chairs being installed by Heywood Brothers & Wakefield, Chicago. The auditorium is entirely symmetric in shape. Proscenium in Gold Pastel shades of old ivory, pink and blue are blended in its decorations, relieved by the carved bas-relief of dull gold. Surrounding the room is a high wainscoting stippled in similar colors of a deeper shade. The proscenium arch is a broad band of dull gold elaborately carved. Paralleling it are broad bands of pastel shade, with strips of gold. The orchestra pit is surrounded by a valance of blue gold. On either side are tall floor lamps of polychrome with painted shades. From the balcony and along side walls hang inverted domes in deep creams, in which the light changes from mellow amber to a soft blue. Surmounting the auditorium are three large rectangular domes containing constantly changing colors. The balcony seats 600 persons. The balcony rail, decorated by festoons of flowers in polychrome, matches the proscenium arch, being a broad band of gold. Outside, the theatre is equally artistically finished, the huge electric sign being an outstanding feature. In the way of equipment, the best obtainable has been installed in all departments. A large Moller organ supplements the music of the orchestra. Motiograph Deluxe projection machines are used. Heating and ventilating equipment has been installed by American Blower Company. Marble work is by the Henry Marble Company, Chicago. Decorations are from the Decorators Supply Company, also Chicago. C. J. Netting, Detroit, furnished the mosaic and tile fixtures and Albert Pick & Company, Chicago, the furnishings and draperies. Statement Is Significant Of particular significance and interest is the statement of Fitzpatrick and McElroy that the new Liberty theatre is a splendid example of money judiciously expended in the construction of a theatre to the end that it is utilized to the very best advantage in every respect. BENTON HARBOR'S newest $200,000 theatre which has been opened by Fitzpatrick-McElroy.