Exhibitors Herald (Mar-Apr 1924)

XII BETTER THEATRES SECTION OF March 29, 1924 Two views of the auditorium of H. B. Varner's Lexington theatre, Lexington, N. C, which is described further in article below. The Lexington was designed by Architect Harry Barton, Greensboro, N. C. H. B. Varner Has Fine Theatre in His New Lexington SOUTHERN theatre progress is definitely mirrored in the Lexington theatre, Lexington, N. C, which was completed last year and added to the theatrical activities of H. B. Varner, well known southern showman. Built under the supervision of Harry Barton, theatre architect of Greensboro, N. C., the Lexington answers every demand for a type of playhouse catering to the comfort and pleasure of its patrons. The building occupies an interior lot fronting 79' 0" on main street and extending hack 210' 0" to a service alley. The lot has a gentle slope toward the rear, so, although the theatre entrance is on level with the sidewalk, due to the slope of the ground the dressing rooms under the stage are entirely above ground. A hoist just over the large rear stage door enables scenery and trunks to be unloaded directly from a truck onto the stage. * * * The building is planned with three stores along the front, having the theatre entrance at the extreme right. In the center of the main facade is an entrance to the second and third floors of the business portion of the building, containing offices and lodge rooms respectively. The main facade is faced with buff brick and trimmed with cream architectural terra cotta. As a mark of distinction as well as for protection an ornamental marquise extends across the entire entrance to the theatre. This entrance is divided at the ticket booth by a screen, along one side of which, colored people are admitted through a separate entrance and stair to the rear of the main balcony. Steel frame with wood joist studs were used in the construction. The plaster is on metal lath and the stage projection booth and certain wall openings are of fireproof construction. * * * The theatre proper has an auditorium 61' 0" x 91' ()" and a stage 61' 0" x 34' 0". The main auditorium has a seating capacity of approximately 900 and the one long sweeping balcony with its six loggia boxes, seats about 400, making a total seating of 1300. Ample toilets are provided off the foyer on the • main floor and opening off the mezzanine lounge is a ladies rest room, likewise the managers and publicity offices are entered from here. There are five exits on each side of the house, three from the balcony and two from the main floor, these together with the main entrances, give a total of twelve emergency exits. The interior of the theatre is carried out in Adam design, the color scheme being purple, old ivory and gold. The field is of purple with a pinkish tint to blend with the theatre's dark red draperies and vallances. The mouldings and trim are done with old ivory, with highlights in gold, and the medallion panels have a light blue background. Linoleum floor is used throughout the aisles and corridors. * * * The entrance lobby is carried out in practically the same treatment as the Here's Good Way To Use Local Orchestra By F. J. O'HARA {Community theatre, Elgin, Nebr.) In this town we have a young twenty-two piece orchestra which started learning September 1, 1923, under instructor Lyle Deerham. Since November 1, they play every second Thursday for my show. I run "Timber Queen." My regular admission is 25 cents but on the night the orchestra plays I charge 30 cents and give the extra nickel to them. It is an excellent drawing card. Their folks all come. And then on the other Thursday, they all come again so that they don't miss out on the serial. Try it. Editor's Note: Several articles in "Better Theatres" recently have taken up the subject of using local music talent as a means of building business and promoting good music for the theatre. Mr. O'Hara's letter above gives an excellent illustration of how this can be done. theatre, except, that it is very much simplified in the way of enrichment. Tile floors with a 4' 0" Kasota marble wainscot is used throughout the entrance lobby. It being the policy of the theatre to run both motion pictures and traveling theatrical productions the stage is fully equipped with the usual fly galleries, floor traps, lighting, borders and pockets, and automatic roof ventilators. One pin rail is used on the stage floor. The height of the gridiron above the stage floor is 55' 0". Below the stage, and reached by stairs on either side, are the dressing rooms, musicians room, work shop, fan room, toilets, etc. Indirect or cove lighting is used almost entirely throughout the theatre, with the exception of a number of wall brackets, which are used large'v for decorative purposes. Aisle lights, house and public phones and many other little conveniences are provided. The building is heated with an "upward" steam system. A mechanical ventilating system gives the required changes of air and causes circulation to all parts of the auditorium. Fresh warm air is taken from the theatre near the orchestra pit and circulated through the dressing rooms. There are two auxiliary fans to be used in warm weather for cooling the air. The project including heating, seats, and scenery cost approximately $200,000 and was opened for business in September 1923. Few Companies Apply For Charters in East There was a slump in the number of companies entering the motion picture business in New York state during the past week, this decrease also being noted in the amount of capitalization of the companies filing papers with the secretary of State. The companies receiving charters during the week were Producers Management Corporation, capitalized at $20,000; Artcraft Pictures, $100,000; Darnold Amusement Company, $5,000; Interlocutory Films, Inc., $15,000, of Yonkers, and the Hurd Production, Inc., the amount of capitalization of this company not being stated.