Exhibitors Herald (Apr-Jun 1922)

2\\ THEATRE EQUIPMENT Comfort Is Primary Theatre Requisite Beauty in theatre construction is a thing highly commendable and worthy — until it is carried to a point where it becomes impracticable, said a prominent architect discussing theatre building. Why, in many big cities, will you hear that this house or that is losing money under apparently favorable circumstances ? Investigation will reveal that the theatre was "overbuilt." It represents a big initial cost, must pay a high rental, and carry a large overhead expense. The exhibitor who is planning to build a new theatre should consider seriously his local conditions and the amount of money he can afford to put into the pro-, ject. If he goes in "over his head" in building a theatre the beauty and cost of which is out of proportion to what conditions justify he will have gone into a proposition that will mean hard sledding. Comfortable seating, proper projection and lighting, good heating and ventilation as well as the presentation of worth while films are features of a theatre that produce revenue. An extravagantly built theatre has a certain box office drawing power for a period of several months while it is new but after that time the practical phases of the house are the ones that dominate. Money spent in this direction will always bring returns. Such things as stores and offices in connection with the theatre merit much thought. They help pay expenses. The primary consideration is, that while an elaborate and beautiful theatre is desirable the showman who expects to build will do well to see that this phase is not overdone, — i bearing in mind that in the long j run, emphasis on the features I that will make his patrons' really • enjoy the show are bigger things. DITTMAN OPENS HIS FOURTH MOTION PICTURE THEATRE AT FREEPORT, ILLINOIS The Lindo, Costing $250,000 and Seating 1,200, Newest Addition to Playhouse Chain; Minister Talks at Dedication Ceremonies The new $250,000 Lindo theatre, one of the finest houses in Northern Illinois, has been opened at Freeport by John F. Dittman, who already owns and operates three other theatres in that city. The Lindo has been more than a year in building and it is named in honor of Lincoln and Douglas (Lin for Lincoln's name and Do from that of Douglas'), whose debates in Freeport are local and national history. The architectural firm of Rapp & Rapp, designers of the Balaban & Katz theatres, the Chicago, Tivoli and Riviera, are the designers of the Lindo. Is Thoroughly Fireproof The new quarter million dollar house is a structure of cut stone, and ornamental brick, thoroughly fireproof in construction. It has an immense lobby, 64 feet in depth and 30 feet wide at the entrance, which is capable of protecting between 500 and TOO persons at one time waiting admission. The foyer is singularly artistic and inviting, being heavily carpeted with rich Axminster rugs of gray and black tone with blue figures. It is furnished with upholstered day-bed settees, comfortable rockers and deep lounge chairs. Four large floor lamps that harmonize in texture with the furniture are placed along the side, as are several unique cages with canary birds and large ferns in wicker material stands. Four aisles lead from the lobby into the auditorium, the seating capacity of which is 1,200. There is no balcony. Each of the seats are 20 inches in width and comfortably upholstered, the seat backs being of gray and the seat itself in Italian blue leather. The distance between the seat back and the seat in the row ahead is 32 inches. Heating Plant Outside The auditorium is finished in a color scheme of burnt orange and old ivory and is highly impressive with its soft silken curtains, beautiful ornamental plaster work and mellow lights. The ceiling is laid in over expanded metal lath, hung from steel joists, making it strictly fireproof. The cement floors in both the auditorium and the foyer, and the art marble floors in the inner and outer lobbies and lavatories are further guards against fire possibilities. The boiler room and heating plant are located in a separate room, outside the theatre proper. The curtain and stage decorations are of satin of a burnt orange shade, with gold metal gauze drapes at the organ loft. In all 1,078 yards of Baronet satin were used and 189 yards of gold gauze, furnished by Marshall Field & Company, Chicago. .y Use Bennett Grande Organ Lighting in the auditorium is provided by six large pendants with lights of red, amber and blue. The drapes at the organ loft take the various colored lighting effects. Two hundred and forty thousand pounds of structural steel went into the Lindo's skeleton; 5,000 yards of plaster into the ceiling and 400,000 individual bricks into the walls. The theatre is well heated and ventilated by modern devices that insure a virtually uniform temperature. Music is furnished by a $15,000 Bennett Grande organ and a fifteen piece orchestra. Minister Gives Talk Among the film representatives who attended the opening of the Lindo were the following: J. Maynard Schwartz of Educational; E. W. Johnson and Eddie Silverman, Select; J. L. Friedman and George Weinberg, Celebrated; Sigmund Decker, C. M. Lesserman and William Weiss, Universal: Jack Schwartz and J. J. Eichenlaub, First National; Harry Lorch, Goldwyn ; John Stover, Famous Players-Lasky; George Dangman, R-C. Of special interest is the fact that among the speakers at the dedication ceremonies was the Rev. Briggs of Freeport, as well as members of the Freeport Chamber of Commerce and Mayor Al W. Stephan. Mr. Dittman is a member of the Illinois Exhibitors' Alliance. MORE HOUSES PLAN TO INSTALL RADIOPHONES Several more theatres have announced plans to install radio receiving equipment. Dr. C. E. Tetley, owner of the Roseland, Flat River, and the Monarch, Farmington, Mo., has purchased radio outfits for his houses. Other owners who have orders in for radio outfits are A. C. Norwein of the Norwein Amusement Company, Bonne Terre, Mo., and Theodore Coleman, American, Mount Carmel, 111.