Exhibitors Herald (1927)

October 29, 1927 EXHIBITORS HERALD 31 This picture shows the large parking space adjoining the T eatro del Lago. lies within the About 20 miles North of Chil cago, between the villages of Wilmette and Kenilworth, 111., is situated one of the most unique theatres, from the standpoint of construction, design, location and patronage, to be found in the country, or perhaps the world. It is the Teatro del Lago situated not much more than a stone’s throw from the shores of Lake Michigan, as its name will tell you, for when translated into English it means “theatre of the lake.” The land upon which it sits is called No Man’s Land for it boundary of neither village. Before the theatre was built, the land was vacant and grown over with weeds. Now it is fai from being a. no man s land, and could much better be called the rich man s recreation center, for the community upon the edge of which rests the theatre is inhabited by one of the wealthiest groups of people in the country, and this group forms the patronage of the theatre. A large concrete parking space on either side of the theatre has been provided to accomodate the cars of the theatre s patronage, and any night you can see a display of motor cars here that would put the New York and Chicago automobile shows to shame. Practically 100 per cent of the patrons come to the theatre in cars, and the parking space, accommodating 720 cars, is usually filled. Put this theatre in the heart of Spain and it would fit ideally into the landscape, for it is Spanish from one end to the other, the architecture being of the Spanish mission type. The theatre forms a part of a group of buildings constructed as one project, and the whole group has the same charm of simple Spanish Mission architecture. Driving along the lakeshore on Sheridan road, one comes upon this little community of Spanish buildings unexpectedly and the surprise is more than pleasant. The charm and delightful beauty of the spot makes one wonder if he is really in Illinois. In the group there are a filling station, and a series of buildings in which you may find a beauty parlor, a drug store, a real estate office and a decorator’s shop, all of which have been given the same charm of Spanish architecture. But the most prominent of the buildings is the theatre which stands to itself across the street from the others. At night it stands out in bold re Teatro del Lago is one of most unusual enterprises in motion picture industry. A Theatre Which Stands as the Nucleus of a Community Teatro del Lago in suburban Chicago is unique project By WILL WHITMORE lief in a blaze of floodlighting that illuminates the surrounding area. Above the marquee the name of the theatre is spelled out in the glowing amber of tube lighting. The tile roof, the white stucco walls, the small windows with double wooden-shuttered windows are a few of the details of the Spanish architecture that heighten the beauty of the theatre exterior. But it is the simplicity of the entire theatre both inside and out that gives it its rare beauty and charm, and throws it into such uncompromising contrast with the motion picture palaces of downtown Chicago. It is all a pleasing simplicity that rests and soothes. Opening one of the six front doors of the theatre, one passes directly into the lobby which runs the entire width of the theatre. In this lobby, with its tiled floor, are a number of display cases, and the box office sits in the center of the inside wall of the lobby. Having the box office in the interior gives shelter to patrons during inclement weather. From the lobby you pass into the foyer, which also runs the width of the theatre. The walls of the foyer are of buff colored craftex with a surface duplicating the walls of old Spanish houses. A small cove runs the length and breadth of the foyer just helow the arched white plaster ceiling. Hidden in this, are banks of blue, red and amber lights which illuminate the ceiling. At the left end of the foyer is a narrow iron stairway leading to the balcony. Quaint Spanish furniture gives ample resting places for patrons in the foyer. Passing into the main auditorium which with the balcony seats 1,324 persons one gets a new realization of what can be accomplished with four walls. The two side walls were constructed merely as blank walls without a single opening or recess, but built onto the surface of these walls are what appear to be Spanish windows. Small leaded mirrors form the panes of the windows, and below the windows and protruding from the walls are small iron balconies. At either side of the windows hang: beautiful lanterns of brass. At the sides of the proscenium arch are the grilled organ windows with small balconies. Draped on these balconies are beautiful Spanish shawls that add just enough of color to the interior. During the performance the sturdy beamed ceiling is just discernible in a faint crimson glow of light coming from concealed flood lights in the balconies of the windows on either wall. The woodwork of the theatre has been decorated in blue, Spanish green and orange, and the color harmony is remarkable. All decorations were executed by Ernest von Ammon of Chicago. Going into the projection room one will find one of the most efficient and well arranged projection rooms t© be found in the country. The three projectors were furnished by Simplex. Other equipment in the theatre includes a B. F. Reynolds ventilating and heating system, a Manusa screen, a Kilgren organ, Burke Newton motor generator, and the seats were furnished by Haywood-Wakefield. Edwin H. Clarke was the architect. The theatre is ideally styled for the class of people who make up its clientele. The appeal of its simplicity is probably the only way in which this class of people who have all the luxuries that wealth can afford in their homes, could have been reached. The Teatro del Lago is a remarkable testimony to the fact that theatres must be built to suit the taste of the people to whom it must cater. A deluxe palace with a gorgeous display of color and finery in this community would be snubbed as though it were a pest house. But when it comes to pictures the patrons do not care for the pictures that one would expect of them. Tom Mix is one of the best drawing cards and “Casey at the Bat” holds the house record. Made Apollo Manager Frank C. Templin of Detroit, Mich., has succeeded Mack McCarty as manager of the Apollo theatre at Huntington, Ind., which recently was' purchased by an Ohio theatre syndicate. Mr. Templin has been with theatres both in Indiana and Michigan.