Exhibitors Herald (Jul-Sep 1922)

THEATRE EQUIPMENT New Miller Theatre Ranks Among Finest Wichita, Kan., House Cost $700,000— Is Modernly Equipped Throughout I A fair idea of the importance of the Dpening of the new Miller theatre, costing $700,000, at Wichita, Kas., last month can be gained from the fact that an entire Sunday feature section of the Wichita Eagle was devoted to descriptive stories 3n the theatre and its opening. The new house, with the exception of :he Newman theatre in Kansas City, is me of the finest in the Middle West and ■was constructed by L. M. Miller, who owns a string of theatres in Kansas. C. . W. and George L. Rapp of Chicago are :he architects. Stanley Chambers is managing director of the Miller. Is Beautifully Decorated The new house, which has a seating j rapacity of 2,000, is lavish in decoration f ind rich and refined in furnishings. The 1 nain floor of the auditorium is unusually < arge, while the entire frame of the structure is of reinforced concrete and steel finished in terra cotta. The exit facilities are three times greater than jthose required by law. The exits ^and fire escapes lead directly to the streets (ar to fireproof courts. Each exit from the balcony and mezzanine floors has been provided with a separate fire escape so that there will be 10 confusion or congestion in case of 'Ire. A large orchestra will be augmented :>y a $40,000 Wurlitzer Hope-Jones pipe argan, which is one of the largest west )f Kansas City. Use American Seating Chairs The boxes and theatre proper will be :arpeted with 2,000 yards of Wilton carJet, so soft that the foot loses itself with3Ut making a sound. The chairs are finshing touches to the boxes, being of )ent wood design with cane backs and seats, installed by American Seating Company, Chicago. The stage is complete in every detail ind is equipped to stage the most elabsrate prologues. Fly galleries with pin ails, gridiron and dressing rooms are romplete and perfect. Monsoon Plant Installed The cooling and ventilating system, nstalled by Monsoon Cooling System, Inc., is one of the most effective in the country. Fresh air, cooled and washed, Is driven into the theatre by large motor Hriven fans of sufficient capacity to Change the air content of the auditorium pventy times each hour. The electrical effects, furnished by Victor S. Pearlman & Co., Chicago, are unusually novel. The lighting is beautiEul in its effectiveness, color, contrast and softness. The colors are independently controlled and operated bv motors which fnechanically change or dim the color or (.Concluded on page 69) More Showmen Tell How To Beat Summer Slump Exhibitor Recommends Remodeling as Means of Holding Patrons in Hot Weather Ways and means of attracting patrons into the theatre during the hot weather of summer is a problem of paramount importance. Exhibitors are preparing to fight for business against the elements of nature as they have at no previous period. Theatre equipment, in all its phases, having attained a new high state of perfection is one of the outstanding weapons that is being used in unprecedent scope to thwart counteracting boxoffice influences. Two instances of methods being employed to stimulate theatre attendance in summer were described in this department last week. In the following communications are further suggestions from exhibitors on means by which this can be accomplished. Suggests Improvements Joseph F. Spangler, manager of the Globe theatre, Beaver, Okla., makes the following recommendations : "Make the theatre as cool as possible and give the audience plenty of fresh air. (Hot house and stale air drives people away.) "Show good pictures. "Give your patrons good music. "I believe a good practice is to close the theatre for three or four days each year during the harvest period and use those days to making all kinds of improvements, painting and doing everything possible to make it look like new again. "Get in touch with some leaders of Sunday school classes, mothers' clubs, etc., and book some feature they will like. Let them pay all the expenses and give you rent. Oh, how they will boost your business. I find that the majority of clubs or Sunday school classes are willing to boost a good feature and will help any exhibitor to get a crowd. They will either give the exhibitor rent or will work on a percentage basis. Either one of these ways are successful. And the best time to deal with clubs, Sunday schools, etc., is when it is hardest to get a crowd and that is in the summer months." Tip on Psychology "The first thing for any theatre to do is to get enough fans to keep the place cool," says C. H. Simpson of the Princess theatre, Millen, Ga. "Some exhibitors think that if they install a lot of suction fans they are all O. K. This is not true. You can put in all the suction fans you want and of course they will keep the place cool but did you ever stop to think what funny creatures we human beings are We ask ourselves outside if it is cool in the theatre. We go in and sit down, look all around and if we don't see any fans before we have got time to cool off we get up and go out and tell the fellow on the outside how hot it is in the theatre. "Install one or two large suction fans. Then get plenty of wall fans, large or small. The only thing they are good for is to let your patrons look at them. When they see a fan running they will be content and before they know it the suction fan has cooled them off. Uses Box Office Signs "Put some signs on the box office reading 'Leave your fans at the box office — you won't need them inside.' 'Take your wraps inside with you as you may get too cool.' One I use reads 'Bring the babies to the matinee at the Princess today and let them cool off.' "Do not make the programs too long, keep advertising, and keep a supply of ice water in the lobby." "Keep Theatre Up" ''Efficient service in pictures and physical comfort will keep your house open in summer and keep in good repute with the patrons," says Maurice A. Choynski, Newberry theatre, Chicago. "Keep your house up and above the standard in the summer if you keep open or you will be compelled to close in the winter," is his admonition. Hartsoe to Open New Playhouse In August G. Otto Hartsoe, owner and manager of the North Newton theatre, Newton, N. C, will be ready to open his new theatre, which is now under construction, by August 1. It will be a brick building, 30 by 100 feet, mpdern in every respect. His present theatre is a wood structure. Among the features of the new playhouse will be the comfortable upholstered seats to be installed, as well as the two Powers projectors and a Minusa screen. Pirtle Circuit Adds To Chain of Houses S. E. Pirtle of Jerseyville, 111., who owns and operates the Pirtle circuit of theatres which consists of six theatres in Illinois, purchased the Dixie theatre at Vandalia, 111., on July 1st. Mr. Pirtle closed the theatre for a few days and installed new equipment.