Exhibitors Herald (Dec 1924-Mar 1925)

January 3, 1925 EXHIBITORS HERALD XXHI Wisconsin Has Its Biggest Building Year During 1924 MILWAUKEE, WIS., Dec. 23.— Wisconsin, closing the greatest theatre building year in its history, has two more showhouses to add to its list as a result of plans just announced in Milwaukee. Thus far this year theatres completed or announced for the near future total approximately a score and represents investments estimated at $10,000,000. A total of 25,000 or 30,000 seats will have been added with completion of the present building program. The latest projects announced are a $350,000 house in Bay View, suburb of Milwaukee, and a $75,000 theatre on the city’s south side. The first of these is a two-story structure which will be erected at Kinnickinnic avenue and Homer street for a company whose identity has not been reevaled. Frank Rigas, Milwaukee real estate man, is handling the deal. The theatre will occupy a site 180x160. Plans are in the hands of R. B. Williamson & Co. Besides housing the theatre, the building will also have bowling alleys and several stores. The exterior will be of Spanish design. It is expected that the seating capacity will be 2,000. * * ♦ The $75,000 showhouse is to be built for E. Maxeimer and F. Trottman, who at present operate the Gem theatre. An innovation in theatre competition is revealed by their plans, since the new house will be next door to the Gem, but will be operated entirely a separate project. The Gem, built fifteen years ago with a seating capacity of 600, long ago became too small for the patronage it received. Since Trottman and Maxeimer own the adjacent lot mseauring 50x150, they decided, instead of building an addition to their present house, to erect a new theatre on the site, thus booming that corner. The new theatre, which will be known as the Grove, being named after the street on which it will stand, will have a seating capacity of 1,100. It will be one or two stories high and will have one store. A feature of the house will be an organ, costing approximately $20,000. The Gem recently installed a $10,000 organ. Of the houses completed during the year, Saxe’s Wisconsin, at Sixth street and Grand avenue, Milwaukee, is the largest and most expensive. It represents an expenditure of $2,000,000 and can accommodate 3,500 patrons, giving it the greatest seating capacity of any showhouse in the state. Saxe during the year also completed the $1,000,000 Modjeska, on Milwaukee’s south side, and the $1,000,000 Jeffris in Janesville. Plans for a $500,000 theatre on the northwest side of Milwaukee also have been announced by the company, but when work will start has not been decided. * * ♦ Other projects completed during the year include George Fischer’s Capitol in West Allis and the Keystone Company’s Hollywood, a $150,000 house on Milwaukee’s extreme north side. ‘-New Milwaukee projects on which building operations are expected to start shortly and details of which were revealed during the last year include a $300,000 theatre in Shorewood, exclusive residential suburb of Milwaukee, to be erected by Henry and Joe Goldman with a seating capacity of 1,500 arid a $500,000 house at Twenty-seventh and Wells streets for the Mai investment company, seating 3,500. {Continued on page XXV) AS TRUE AS 2 + 2 = 4 + The exceptional results obtained on this unparalleled screen has earned its world wide reputation of being “The peer of all projection surfaces for incandescent lamp projection” MINUSA CINE SCREEN CO. Bomont at Morgan Saint Louis Mtxxv Cfinsitmasi anb ^ Sappp gear Automatic Devices Company ALLENTOWN, PA. (Fishes the Entire Motion Picture Industry A MOST PROSPEROUS NEW YEAR AND ACKNOWLEDGES WITH THANKS THE LARGEST YEAR OF BUSINESS JUST PAST IN THE HISTORY OF A. D. C. Automatic Curtain Control THE VICTOR Repeating Film Projector in the form of a MINIATURE THEATRE for USE IN DAYLIGHT PROJECTION shows a brilliantly illuminated picture 11x14^ inches. The machine is rented, is entirely automatic and operated by electricity for a few cents an hour. Positive prints furnished and service guaranteed. Lavenham Corporation 2032 Grand Central Terminal NEW YORK CITY INCANDESCENT EQUIPMENT MINUSA MAZDALITE SCREENS PERFECT PROJECTION