Exhibitors Herald (1927)

October 29, 1927 EXHIBITORS HERALD 39 Theatre Financing By GEORGE S. FALKENSTEIN Manager, Theatre Project Department, Magazmer, Eberhard & Harris, Architects, Philadelphia The recent tremendous growth of theatre construction has been confined in large part to the bigger centers of population, and while many of the smaller towns have had new structures erected, nevertheless there is a widespread demand in hundreds of communities for up-to-date moving picture theatres. Many exhibitors who are now running more or less antiquated playhouses realize this need and would welcome the opportunity of finding ways and means with which to erect new theatres. The moving picture business depends for its success upon its appeal to the public and the response to this appeal is measured by the quality of performance and the comfort and appearance of the playhouse. In other words, the patronage of a theatre is increased in direct proportion to the quality of the theatre. A recent occurrence illustrates this point: The town in question has a population of 5,000 and is very close to a metropolitan district. This town had a theatre of 500 seats, doing a fair business. The owner erected a new theatre of 1,100 seats, and not only has he done more than the ex pected amount of business in the new threatre, but has also suffered no loss of patronage to the old theatre, proving that he has not only drawn more customers, but that all the customers are going more frequently. There are a number of methods by which a theatre can be financed The mortgage plan, whereby the owner gives a mortgage is very desirable, but it is difficult to find financial institutions who are willing to advance a sufficient proportion of the value of the theatre, due to the fact that theatres are one purpose buildings. Another method is by the selling of a bond issue, whereby a certain portion of the issue can be absorbed by the local bank and the rest sold to local citizens. Another plan is to secure a first mortgage from a financial institution and then obtain additional funds by the sale of preferred stock at a slightly increased dividend bearing rate. A fourth plan which has had little attention and which suffers considerable possibilities is the community plan whereby the funds are raised by the business men and people in ( Continued, on page 43) New Penn Enhances Architectural Beauties of Pittsburgh Although an effect of lavishness has been attained the theatre is restful in atmosphere THE prestige of Loew’s and the wealth of Pittsburgh’s architectural beauties have been increased with completion of the new Loew’s and United Artists Penn theatre, designed by C. W. and George L. Rapp of Chicago and New York. The distinction of this theatre is due not only to its architectural features, but also to the blending of qualities appealing to opposite tastes in such a manner that, paradoxical as it may seem, there is attained an effect of lavish sumptuousness in line, color and texture, and at the same time a restfulness of atmosphere that makes for perfect relaxation and enjoyment. As part of this project and adjoining the theatre on the corner is a modern office building of five stories with stores on the street level and large restaurant space in the basement. The exterior is of handsome terra cotta design in Italian renaissance period architecture and the steel has been designed to carry 10 additional stories of offices. The carved arch over the main entrance on Sixth street and the dignified Penn avenue facade of the theatre add to the distinction of this building, which is a fast growing downtown district of Pittsburgh. A magnificent illuminated marquee shelters the entrance. On the theatre is a handsome sign 70 feet high by 10 feet wide, with its hundreds of twinkling lights and this stands out in orderly simplicity. The poster frames on the exterior of the theatre may be lighted in three colors, working on dimmers and are used to emphasize the characters of the posters. The decorative box office is in the center of the main entrance having two cashiers with two additional box offices in the front lobby, giving the use of four cashiers at all times when needed. The colored vaulted Venetian ceiling in the grand lobby is 50 feet in height, supported by massive ornamental columns. At the end of the vista is the beautiful marble staircase, leading up to a spacious mezzanine and balcony promenades which in turn Kern Larkin of the sales promotion staff of Bausch & Lomb Optical Company, is a member of band of Damascus temple of the A. A. O. N. M . S. Recently he was called to a band parade 40 miles from Rochester, N. Y. Kept at the office by ftress of business until late he was forced to call upon a nearby commercial flying company for help. He dressed while dashing to the field and climbed abroad the plane ready to play. permit entry to the various parts of the auditorium. The bases of the columns rest on, the mezzanine floor and from the mezzanine down the entire room is lined with Breche opal and Levanto marbles. On either side of this room exit corridors permit the patrons an easy egress. Above and between the floors are balconies from which an enchanting view may be had of the grand lobby and staircase. The ceiling is ornamented with allegorical figures in keeping with the spirit of the theatre, all beautifully colored and blending into the side walls and adjacent surfaces. From this ceiling are suspended two bronze and crystal chandeliers of exquisite workmanship. These chandeliers, with the supplementary wall brackets, serve well to illuminate the drapes and hangings. Adjoining the grand lobby is the grand foyer, another space of magnitude, color and height. This room is hung with large crystal mirrors to give reflections to the charming vistas and add to the feeling of spaciousness. The auditorium in its modern shape is a departure from what has heretofore been done in the way of theatre construction. The design of this space is in Italian spirit and is highly decorated. The ornamentation has been minutely studied for space and harmonious proportion to the sides of the auditorium, although the height is 85 feet above the stage. The point of unusual interest is the decorative treatment of the lower part of the auditorium, or the section under the main balcony, which is generally neglected and ordinarily does not lend itseif to an effective decoration. In this space has been introduced an entresole or mezzanine floor, with 400 seats, of the overstuffed chair type. This loge only slightly overhangs the rear seats of the orchestra and extends along the side walls of the auditorium forming a golden horseshoe. The main ceiling, of an ingenious architectural composition, is so designed to bring ( Continued on page 42)