Exhibitors Herald (Dec 1925-Mar 1926)

8 BETTER THEATRES SECTION OF February 20, 1926 Editorially Speaking Page Shea's New Buffalo, Recently Opened, Typifies Modern Theatre Construction — House Costing $2,000,000 Has Seating Capacity of 4,000. ... 7 (Views of the New Buffalo are shown on pages 10 and 11) Public Relations Bigger Than Box Office, Declares Fred S. Meyer, Exhibitor, Who Won National Recognition for Methods Employed in Managing Small Town Show 9 Many Exhibitors Using Durand Series of Articles as Guide in Financing Theatre Projects. This Is the Third Installment of This Informative Discussion 12-13 First Views of Ascher Brothers’ New Terminal Theatre, Rated as One of Chicago’s Finest, Which Opened Recently 14 Theatre Organists Invited to Tell How They Played Picture in New “Better Theatres” Forum 15 Engineer Reveals Interesting Cost Figures in Operation of Refrigerating Plants for Theatre Cooling 17 Theatre Organ Expert Replies to Questions of Better Theatres Readers on Various Phases of Theatre Music 21 “Better Theatres” Publishes Concluding Installment of Comprehensive Survey Among Projectionists on Projection Problems 23 Architects’ Sketch of New $2,000,000 Theatre to Be Erected in Hollywood, Calif., by Warner Brothers 27 “Better Theatres” Information and Catalog Bureau 28 Nussbaumer Heads Theatre Division of Channon Company 30 Proposes Meeting of Manufacturers in New York March 12. . 33 “Necker Filmscratcher Says” — the Funny Side of Projection as Told by Clell Jay 33 Activity of Theatre Field Is Reflected in Shipping Department of Chicago Projection Machine Manufacturer 33 New Departure in Wash Room Equipment Developed for Public Buildings 37 $6,580,000 Building Program Under Way by Coast Firm 41 L. J. Sinnott Heads Sales Division of the Hertner Electric Company 41 Index to Advertisers 46 INDIVIDUALITY in the design of motion picture theatres is a highly desirable trend which is gaining recognition at present. In the field of larger theatre construction the most promising departure from what may be termed the “conventional” has been accomplished in the “atmospheric” type theatres. The big field for individuality in theatre design, however, lies not necessarily in the large theatres, but in the thousands of theatres in cities of lesser size throughout the country. Possibilities for improvement and development in this direction are aptly pointed out by J. II. Phillips, a New York architect. writing in The Architectural Forum, who says: “It is unfortunate, considering the great number of theatres and motion picture houses that have been built in recent years, that architects have not given more attention and shown more creative ability in the designing of the small rural and suburban motion picture houses. Here lies a great opportunity to improve public taste hv designing more attractive buildings, which will attract and delight the public. An attractive, comfortable motion picture theatre in a suburban town is a source of pride to the community, just as much as are artistic homes and quaint cottages. In designing the exterior of a small theatre there are unlimited opportunities for carrying out fantastic ideas and interesting effects. The motion picture playhouse may become a potent factor in the architectural development of a community, so that its influence, artistically as well as commercially, cannot be overestimated.” Development of theatres along lines of individuality and in a taste as suggested by local surroundings is unquestionably one of the interesting possibilities of the future. In this direction, as pointed out, there is much opportunity for creating for the motion picture theatre a more conspicuous place than ever as an integral part of the community. * * * A GREAT opportunity awaits the equipment dealers association to make itself an important force for constructive work in the promotion of better and more profitable theatres throughout the country. The association is fortunate in having among its members leading manufacturers and distributors of motion picture equipment. An excellent example of what it may accomplish was demonstrated in the Milwaukee equipment show last year. We believe the association would do well to give thought to ways and means of serving the industry along broad and liberal lines. Much valuable and practical information lies within its province to obtain and disseminate for the general good of the industry as well as its own membership. Such a program of service to theatre owners and the industry would work unquestionably to the advantage of all concerned. ■Sfr * * THEATRE construction during 1926 will easily outrank any previous year’s activities in the motion picture field, it is possible to forecast at this time. Never before has the season opened under such auspicious circumstances. The volume of construction scheduled at this time, combined with the fact that theatres everywhere are being constructed and equipped on a scale heretofore unknown, undoubtedly will make 1926 stand as a banner year for the equipment industry. — H. E. Holquist.