Exhibitors Herald (1927)

18 EXHIBITORS HERALD September 17, 1927 Boston Not Overseated; Public Demands Deluxe Theatres Shortage of Seats in Super-Houses Points to Packed Shows for B. F. Keith Memorial Opening Next Year (Special to the Herald) BOSTON, Sept. 13. — When the Publix Metropolitan opened its doors two seasons ago as the largest theatre in Boston, fear was expressed on many sides that the Metropolitan would find many seats vacant while some of the nearby downtown theatres would soon be closing for good. TWO seasons have passed and neither prophecy has come true. Another super-theatre is now well under way and will open in about a year, the new B. F. Keith Memorial. Until then, Boston will have to find sufficient seats in existing houses, a problem becoming more and more difficult. There is a decided shortage of seats in Boston and it will have grown to assimilate the new Keith theatre when it opens. Overseating is seldom found in New England. There are a number of worn out theatres which are still trying to attract audiences which will not be attracted. They provide equally good pictures and charge practically the same admission as the modern picture palaces but they give far less in return. There is a psychology about the new theatre which breathes comfort, enjoyment— and a good program. It has been repeatedly demonstrated in Boston that an old theatre may provide a better film but not draw the crowd. All of which has led to a discussion here as to what constitutes the life of a theatre, meaning the physical property. The Keith-Albee interests have torn down the perfectly good, but oldfashioned, Boston theatre, with its three balconies and its vast seating capacity, to replace it with the new Keith Memorial, with a single balcony and increased seating capacity. The Boston was one of the strongholds of the spoken drama for two generations. The theatre was worn out. In spite of the vast sums which go into construction of the de luxe theatres of today, the public will tire of them more quickly than it did of the old. Veteran showmen agree that after a dozen years today’s de luxe theatres would cease to pay. One Boston owner of valuable theatre property declared he charged off twelve per cent annually for depreciation on his buildings, thereby placing eight and a half years as their life. Is Boston overseated? No. The de luxe theatres are always filled. Frequently their overflows find their way into the less modern structures. Boston is conservatively increasing its seating capacity. There may be an overabundance of seats in the legitimate theatres and it is doubtful if many of them can be successfully remodelled into motion picture theatres. Box office records of all downtown film theatres show a considerable increase of business over last year. Conveniently located suburban theatres show similar gains. Organist Loses Fingers (Special to the Herald) NEW HAVEN, Sept. 13.— The unexpected slip of a blade on a paper cutter has threatened the career of Donald Wrisley, organist at a local theatre. The blade cut off the ends of two fingers and a thumb. KEY TO CHART OF BOSTON SEAT SITUATION MAP 1. DOWNTOWN BOSTON I— METROPOLITAN, Publix, largest in New England, feature and presentation. 2 BEACON, New England Theatre Operating Co., double features. 3 — MODERN, same. 4 KEITH-ALBEE BOSTON, feature and vaudeville. 5 WASHINGTON STREET OLYMPIA, feature and vaudeville. 6 GLOBE, Loew circuit. 7 BOWDOIN SQUARE, double feature and vaudeville. 8— —CASTLE SQUARE. 9 GAIETY. 10 — KEITH. I I— NEW KEITH MEMORIAL, under construction. 12— COLUMBIA, Loew circuit. 13— PARK, formerly legitimate theatre, now being remodeled for pictures. 14 SCOLLAY SQUARE OLYMPIA, Olympia Theatres Co. 15 OLYMPIC. 16 STAR. 17— LOEW’S ORPHEUM, feature and vaudeville. 18 — PALACE. 19 — STRAND. 20 TREMONT TEMPLE, formerly home of roadshows but now closed. 21 — -TREMONT, available for roadshows during summer, but a “legit” during winter. 22— MAJESTIC, “legit,” occasionally available for roadshows. 23 LANCASTER, double features. In addition the following are classed as downtown theatres although not in the heart of the shopping district : LOEW’S STATE, Huntington avenue near Massachusetts avenue. Feature film and presentation. EXETER, Exeter street, independent theatre, double features. FENWAY, Huntington avenue near Boylston street, formerly leading Publix house, double features. NATIONAL, 533 Tremont street, seating 3,000. UNIQUE, 700 Washington street. WASHINGTON, 722 Washington street. MAP 2 (CIRCLE) Boston's area is very limited and many of its suburbs are within easy patronage. One may step into a subway train downtown and in six minutes step to the door of the University Theatre in Harvard square, Cambridge; to the theatres in Central Square, Cambridge, in South Boston and East Boston, Allston, Brighton, Dorchester and Roxbury. There are clusters of these suburban theatres in every direction. Location may best be illustrated on a circle drawn about the business district but located outside of what is generally termed the downtown district. Much of this territory within this circle is within the thickly populated sections of Boston while some is in the suburbs. All these theatres advertise for Boston proper patronage. UNIVERSITY, Harvard square, Cambridge, new first run, independent. CENTRAL SQUARE, Cambridge, Olympia circuit. CAPITOL, Allston, Olympia circuit. ALLSTON, Allston, double features, program changed twice a week. HARVARD, Cambridge, Olympia circuit, double features. BROADWAY, Chelsea, Olympia theatres, double features, two changes weekly. OLYMPIA, Chelsea, double features, Olympia circuit. DORCHESTER, Dorchester, double features. FRANKLIN PARK, Dorchester, double features, New England Theatres Operating Co., STRAND, Dorchester, double features. CODMAN SQUARE, Dorchester, double features, Olympia circuit. FIELD’S CORNER, Dorchester, double features, Olympia circuit. MORTON, Dorchester, double features. New England Theatres Operating Co. LIBERTY, Dorchester, double features. SHAWMUT, Dorchester, double features. New England Theatres Operating Co. EGGLESTON SQUARE, Jamaica Plain, double features. JAMAICA, Jamaica Plain, run by New England Theatres ( Continued on page 48)