Exhibitors Herald (Dec 1921 - Mar 1922)

56 EXHIBITORS HERALD March 11, 1922 New Kinema Plan "Presents" Music Instead of Film OIGH point in the Kinema stage feature designed to replace the prologue, described fully in the story on this MUSIC has been promoted to the place of prominence as prologue subject matter at the Kinema theatre, Los Angeles, one of the Gore Brothers, Sol Lesser and Adolph Ramish West Coast Theatres, Inc., chain, according to the newly adopted plan hereinafter described. The solution of the prologue problem by a theatre firm of this prominence is of general interest. It was formerly the custom at the Kinema, where most First National attractions are given their Los Angeles premiere, to base the prologue upon the feature picture. Several prologues of this character have been presented in his department. The following report from the Kinema records the change in policy : "The management of the West Coast Theatres organization firmly feel music to be one of the mighty assets to successful business and, under the supervision of Sol Lesser, a series of twelve musical interpretations based on the lives and works of great composers have been arranged. "Famous paintings of musical history have been selected as the background for the presentations. A series of beautiful art slides first are shown, giving a' brief history of the particular painting for that week. The composer after whom the painting was created is then shown via the slide route and the Kinema Symphonic orchestra then gives a brief selection from this particular composer. After this a slide showing the famous , painting is flashed upon the screen and immediately afterwards the curtains part showing the exact replica of the canvas in the flesh. "The first of the series was patterned after the famous Kroetzer Sonata, which features the composer, Beethoven. The second was taken from the canvas, 'The Discovery of Handel.' In both instances the stage settings were exactly as in the canvas and the artists made up to impersonate the figures of the painting." This is the Kinema policy as described by the theatre. Two illustrations presented herewith show the stage as set for the second of the series. In discussion of the plan the communication continues: "It costs little, no more than the usual stage presentation, and it rings true to each and every patron of your theatre. The theatregoing public wants novelties. They want something unusual — something newsomething that will hold them. This will do it. Theatre attendance is /"OPENING episode in "The Discovery of Handel," introducing the new presentation policy of the Kinema theatre, Los the new presentati Angeles. I OBBY demonstration of "Molly O" biscuits was made at the Metropolitan, Atlanta, for a week prior to the opening of the picture, grocery stores co-operating then and subsequently. bound to jump after the first few days of the series. Patrons will talk about it and appreciate it. It is not too highbrow and is bound to please everybody. The Kinema theatre not only received hearty cooperation from the dramatic critics but broke into the musical pages ot all Los Angeles papers as well, receiving high praise from the music critics on the new venture." At first glance the policy seems open to question. When it is considered that only twelve such features are planned and that much publicity may be obtained through them there seems less ground for objection. As a theatre idea the Kinema experiment is undeniably worthy of attention. The success of the music-presentation method after its newness has worn off will be the true measure of its fitness. SIX motorcycle knights carried the news ol "A Connecticut Yankee" through streets o< Minneapolis during the exhibition of the production at the Carrick theatres.