Exhibitors Herald (Apr-Jun 1922)

THEATRE EQUIPMENT A NEW THEATRE AT A SMALL COST If business has been falling off at your theatre it is safe, in a great many cases to attribute a part of this to natural depreciation in the building. The house has become less inviting. Probably you have experienced competition in the form of newly erected theatres in your vicinity. In the face of this the slump in attendance has probably been more noticeable. Your patrons have seen the same old exterior for years. The same box office has done service for a long time. With the exception of probably a few flourishes, the interior of the house is unchanged. You feel that you need a new theatre. This probably involves an expenditure which you do not think that you cannot afford. The answer to the situation lies in remodeling your present house. And the hot summer months offer a good time to do this. At a cost of less than one-third of what it would involve to build a new theatre your old house can be given every appearance of being a strictly new structure. From the front elevation through the auditorium and to the stage it can be given a new lease of life. It can be so remodeled that your oldest patron won't recognize it as the same theatre. The effect will be good for years, and the saving substantial. Most satisfactory results in work of this kind is obtained in engaging the advice of men who are experienced in this line. Art and beauty are important factors in the remodeling of a theatre and must be co-ordinated to the fullest extent. MANY DISTINCT FEATURES IN NEWEST LOEW PLAYHOUSE AT SAN FRANCISCO 300th Unit in Cross-Country Theatre Chain Called Most Beautiful House West of Chicago The new Warfield, San Francisco, is a fitting structure to bring the chain of Loew theatres from coast to coast up to the even three hundred mark. It is the twenty-sixth theatre to be added to the world's largest theatre chain within the past eighteen months, and rounds out a period of theatre construction that is probably unparalleled for any one organization. The new playhouse is declared the largest and most beautiful between Chicago and the West coast. Its seating capacity is about 3,000. The structure is not very deep in size, the capacity being derived in the width. The stage is probably the best equipped in the West. William F. Scott, stage manager of the Los Angeles State, did the work. Fred G. Weis, late of Loew's Garden theatre, Kansas City, is the manager, assisted by Art Frahm, late of Loew's Casino, San Francisco, and Kenneth P. Behr. Latest Projection Equipment The latest type projection machines are used in the Warfield, giving a most clear and unflickering picture. There are three spotlights and two projection machines, together with a stereoptican in the projection department. The seats are extremely comfortable. Downstairs and in the upper part of the balcony, soft leather cushion chairs are provided, with a new type of chair for the boxes and loges. Pietro Marino, late of the Chicago Opera Company, former accompanist for Tettrazini, is the orchestra leader, conducting that organization known as th6 Warfield's Music Masters, while Grattan Jules Guerin presides at the organ. Has $50,000 Organ The mezzanine floor is both spacious and beautiful, with seats furnished for those awaiting the next show. Flowers and fitting electrical effects serve as decorations. The chairs are of the old Louis V period. A big mural is a feature of the ceiling effects. This mural, painted on canvas by Albert Herter, world famed artist, represents comedy, song, dance and music, in typical Spanish forms. The valance is hand embroidered, as are all other pieces of drapery. The organ grills have been set above the boxes. A $50,000 Moeller organ is used. The theatre sets in the rear of a nine story office building. Its stage is a large one, and suitable for any production which Loew attempts to send out on his vaudeville time. The house is constructed with the fan idea, which ac counts for the unusual width, making every seat in good view of the stage. Stars Attend Opening The opening was personally supervised by E. A. Schiller, general representative for Marcus Loew, working with Sam Harris and Irving C. Ackerman, Loew's western representatives, and Lionel H. Keene, Schiller's assistant. Two carloads of stars were brought from the south for the opening. Among them were Conrad Nagel, Lois Wilson, Claire Windsor, Theodore Roberts, Ruth Roland, Hobart Bosworth, Lila Lee, May McAvoy, Fred Niblo, Bebe Daniels, Dan Mason, Viola Dana, Shirley Mason, Thomas Meighan, Clara Kimball Young, Billie Dove, Mary Miles Minter, Walter Hiers, Matt Moore, Lupino Lane, Jack Mulhall and June Elvidge. Fred Niblo acted as master of ceremonies at the opening. Viola Dana in "The Fourteenth Lover" was the first photoplay to be offered. Business at the Warfield is reported to be very good. The prices are said to be the lowest in the city. EFFICIENT LIGHTING AND VENTILATION AT NEW APOLLO THEATRE The Apollo theatre, Indianapolis, Ind., a beautiful new motion picture theatre owned by Central Amusement Company, was opened here recently. James D. Kennedy, formerly house manager of the Alhambra, will be manager of the new theatre. The building occupies the site of the old Stegemier building owned by Richard and Henry Stegemier, who are also interested in the new theatre. The playhouse seats 1,200 persons. A new system of indirect lighting has been provided and the house is equipped with the newest appliances for proper ventilation, heating and cooling. A mezzanine floor provides an attractive resting place for patrons and a smoking room for men is also among the conveniences. The interior decorations are in Pompeian red, gold and emerald green against a background of French gray. DAVIS AND WALTER TO OPERATE GRAND The Grand theatre, New Castle, Ind., which was recently opened, has been leased by the Davis and Walter theatrical company and will be operated in conjunction with numerous other playhouses owned by the company.