Exhibitors Herald (Dec 1924-Mar 1925)

February 28, 1925 EXHIBITORS HERALD b A monthly supplement of Exhibitors Herald, published for the information and guidance of exhibitors in matters of theatre construction, operation and equipment and to promote the ideal of greater and finer theatres. Editor Harry E. Holquist Published by the Exhibitors Herald Co.; Martin Advertising Manager Chari.es B. O’Neill J. Quigley, Editor and Publisher; Edwin S. Business Manager. Eastern Representative Frederick M. Savage Clifford, Managing Editor; George Clifford, ‘‘Different” Theatre Draws The New closely theatre patron Cnnitnl interwoven with the “ appeal held by the theatre as a building is being demonstrated in no uncertain fashion in Chicago at the new Capitol theatre, 79th and Halsted streets. Radically different from any other theatre it was obvious that the novelty of the Capitol would prove a drawing card at the outset. The remarkable thing is that there has been no let-up in the huge crowds that stand daily in line, awaiting admission. Every night since the opening has been virtually a duplication of the premiere. The Capitol is proving a “double attraction.” Presentations,^ growing interest by n theatres of all sizes in Prologues ^roiuction of pres entations and prologues is reflected in the interest exhibitors are taking in stage facilities and kindred matters in the staging of such performances. The fact that smaller houses can duplicate at a cost within their limitations the ideas of the super stage productions of metropolitan houses is proving a welcome revelation. Excellent example of this is provided by Mr. Albert B. Coppock in this issue, in the three modified versions of his production, “An Undersea Elegy,” which he explains elsewhere on these pages. In another article in this issue Mr. Colby Harriman intimately reviews and analyzes essentials in the way of equipment and furnishing for a small theatre desiring to improve its presentations. Productions described in “Better Theatres” may be produced from the printed page. Correspondence is invited in any instances where special assistance is necessary in staging the presentations? * * * Information Requests for virtually Getting Exhibitors Information and Catalogue Bureau were received several times over on coupons from the January 31st issue of “Better Theatres.” Improved facilities and an increased staff enabled “Better Theatres” to handle with dispatch the many requests for literature and information on the hundreds of items of equipment. By filling in numbers on the coupon exhibitors and architects are saved the trouble of finding and writing individual letters to different concerns making the products in which they are interested. Consult the Exhibitors Information and In This Issue Editorial Comment, by Harry E. Holquist. Egyptian Design Used in Theatre Seating 750 at Mesa, Arizona. "Back Stage” in the Small Town Theatre — A Showman’s Views, by Linwood L. Curtis. Cueing Comedies, by Iris Ethel Vining. “Better Theatres” Stop Chart Plan Wins Wide Support. New Interchangeable Shutter Device. Hertner Develops Transverter lor Mirror Arc. A Color Scheme Suggestion for a Small Theatre, by G. E. Eicbenlaub. An Undersea Elegy, a Presentation, by Albert Bernard Coppock. Fitting the Small Theatre for Presentations, by Colby Harriman. Novelty Thermometer Features Screen Stars. Henry L. Newhouse to Make Trip Abroad. Supply Firm Salesmen and Manufacturers Hold Convention. Makes Portable Stage and Proscenium for “Lost World”. Stanley Firm Erecting One Floor Theatre Seating 2,500. Electric Flowers in Theatre Brighten Dull Corners. J. E. McAuley Moves to New Headquarters. Spot and Flood Lamp Solves Problems in Stage Lighting. The Exhibitors Information and Catalog Bureau. Index to Advertisers. Catalogue Bureau and fill in the coupon if you do not find advertised in “Better Theatres” the products which you need. * * * Service to “Better Theatres,” Our Readers btatt, IS prepared to render many valuable services to readers. These services, however, must of necessity be of a general nature. Obviously, it is impossible for this department to call upon its Advisory Staff for complete theatre plans. Recommendations as to the suitability of a certain site for a theatre, together with suggestions as to the seating capacity possible and other salient points are readily provided. Assistance beyond this demands the usual channels of professional service. * * * Profitable When manufacturers and disMeetings ‘"tutors get together and ^ talk m frank and open fashion about problems of sales and service they are paving the way for much constructive work. This was demonstrated at Chicago last week when we had the pleasure of sitting in on some of the meetings of Exhibitors Supply Company salesmen with manufacturers at the Hotel Pershing. Educational affairs of this kind are obviously profitable to the salesman and the manufacturers. In the ultimate they redound to the advantage of the customer — the exhibitor, through better service and better application of equipment his requirements. * * * Big Exhibit Everyone who is inter of Equipment mainte nance and operation of better theatres will find of value a visit to the exhibit of the manufacturers and dealers of the Association of Motion Picture Equipment Dealers of America to be held in Milwaukee May 12 to 14 simultaneously with the M. P. T. O. A. convention. Equipment men declare the exhibit will be the biggest ever staged. It represents an excellent opportunity for theatre men to see in actual operation and demonstration the best and latest in the way of modern theatre equipment — H. E. HOLQUIST.