Exhibitors Herald (Jul-Sep 1922)

m THEATRE EQUIPMENT REMODELING IS PLANNED FOR MANY PLAYHOUSES Theatres Being Rejuvenated in Preparation For Revived Business Activity in the Fall A period of extensive remodeling of motion picture theatres has been inaugurated. Reports from various parts of the country indicate that while the building of new projects is being planned in undiminishing numbers, work of remodeling theatres is being carried out on a large scale at the present time. cause I i.hink that the problem which is facing you in your town, with new competition, is almost exactly the same as the one John had: "Rearranging and re-equipping men's and women's toilet, $575. "New fixture set, including floor lamps, draw curtains and motor, $600. "Scaffolding auditorium, $500. "One hundred and fifty yards of new carpet, $750. "New panic bolts and exit signs on doors, $300. "Replacing wornout switches on stage, $200. "Enlarging booth, $400. "Remodeling box office, $200. "New opera chairs, $3,600. "Eighty new box chairs including slip covers, $500. "New wood finish floor, $1,100. "Redecorating and painting all walls and wood work inside and outside, $3,800. "Dyeing and decorating old draperies, $200. "Floor lamps and retiring room furniture, $400. "Electric fountain in foyer, $175. "New lamp shades for all fixtures and new fixtures in lobby, $400. "General cleaning and hauling away of rubbish, $128. "The old house looks entirely new, because John did not only change the entire appearance of the lobby, but changed the color scheme, improved his seating and, in fact, made a new theatre out pf the old majestic dump. "I think it will pay you to come down and see him." Remodel Many Theatres Remodeling of theatres in many parts of the country is extensively planned at present as indicated in the following condensed reports: Kokomo, Ind. — $18,000 will be spent in remodeling the Strand theatre which has. recently been acquired by Consolidated Realty & Theatres Corporation, Chicago. A new pipe organ is to be installed. Iron River, Wis. — Daniels theatre building is to be remodeled with a new inclined floor and the seating capacity increased. Lima, O. — The Faurot theatre, combination house, will be closed during which The question of maintaining attendance through the months of hot weather is apparently one of the outstanding reasons for the great amount of playhouse improvement now going on. Through this method exhibitors apparently see an opportunity to offset, to a certain degree the slump in attendance inaugurated with weather that attracts patrons to the great outdoors. Features that make the theatre more comfortable and inviting are being adopted to combat Dame Nature's charms. Serves Two Purposes Reconstruction work at this time, it is believed, will serve a two-fold purpose in that it will not only have a tendency to counteract the warm weather depression but will enable the theatre to be in a state of readiness to make a stronger bid for natronage than previously, in the Fall. The remodeling work is being carried on at varying degrees of expenditures ranging from a few hundred dollars up into many thousands, depending on indiridual circumstances. The scope of reconstruction work that can be accomplished with a certain appropriation is equally dependent on individual requirements and wishes. Example Is Cited The following interesting letter, received by an exhibitor whose name is not disclosed, is a concrete example of what remodeling has accomplished in one instance. The theatre in question is a brick building with wood floor and roof, complete stage, and seating about 1.400 persons. It contains a balcony and was built originally about 18 'years ago. The letter reads in part: "Dear George: "As you well know, I haven't been home for three years and when I visited the Majestic theatre the other night with the old folks, I hardly recognized the place. I saw John in the box office and he told me that he had been doing pretty well, but that the place had become run down very fast and he had determined to do a little re-arranging to the tune of $13,000. "I got him to give me his figures be time new seats, floors, boxes and stage will be put in. A lobby and foyer will also be added. Salt Lake City, Utah. — Plans are under way by Max Daniels, owner of the Strand theatre building to thoroughly remodel the house. Keokuk, la. — The Hippodrome theatre, owned by Baker-Lodge Theatre Company will be reconstructed on the interior and exterior, the seating capacity being increased on the balcony and main floors, the lobby and stage enlarged and newscenery provided for the stage. Lounge rooms, dressing rooms and new floors are other features. Dallas, Tex.— The Old Mill theatre, Jean Finley manager, will install a new lighting system, the interior will be remodeled, orchestra pit raised and newdrapes installed in harmony with the color scheme. Galva, 111. — B. E. Nordstrom will install new lavatories and make numerous other improvements in the Opera House. Mt. Pleasant, Mich.— The Normal Woodland theatre will have its seating capacity increased to 1.000 and new back wall and wings will be constructed. RADIO SETS PLACED IN TWO PLAYHOUSES The Lyric theatre at Lexington, N. C, has installed a radio receiving set and is furnishing its patrons concerts and other features broadcasted from station KDKA at East Pittsburgh, Pa. O. H. Steinford is also placing an outfit in his theatre at Clear Lake, Wis., and states that sets will also be installed at his houses in Osceola and Amerv. REMODELED THEATRE READY FOR SUMMER E. W. Werner, owner of the Warwick theatre, Kansas City, Mo., one of the largest suburban houses, is one exhibitor who has no fear of the proverbial "summer drouth." Mr. Werner has just completed the redecoration of his theatre at a cost of $5,000. The decorating is in colors of green, gold, old rose and putty colors. New velvet curtains for the stage, twenty-eight new candles on either side of the house, with parchment shades, and 1,000 new slip covers comprises some of the new equipment.