Exhibitors Herald (1927)

December 31, 1927 EXHIBITORS HERALD 19 U-A Opens 2 Deluxe Theatres Houses in Los Angeles And Chicago Make Bows Premiere of Chain Theatres Is Christmas Week Feature— uWhole Show on Screen ” Is Policy Opening of two United Artists theatres Monday night was the twin Christmas gift of the corporation to the publics of Chicago and Los Angeles. The two theatres are units in a chain of twenty to be built by United Artists in key cities and to be devoted exclusively to motion pictures. “Whole Show on the Screen” The new theatre in Chicago will be given over entirely to the policy of “the whole show on the screen,” Dr. Hugo Riesenfeld, managing director of the circuit, said in Chicago, in accordance with President Joseph M. Schenck’s announced opposition to stage presentation in motion picture houses. The same is true of the Los Angeles theatre. Allvine Succeeds Vivian Moses As Fox Ad Director ( Special to the Herald) NEW YORK, Dec. 28. — Glendon Allvine, one of the most widely known publicity and exploitation men in the industry, last week succeeded Vivian Moses as director of advertising and publicity for Fox. Rumors have been rife for the past two months of the change but nothing official could be learned until last week when Allvine walked into the Fox offices and assumed charge. Nearly two months ago Allvine, through an arrangement made personally with Winfield Sheehan, went to the Fox Coast studios. It was then rumored that he was there to get a thorough line on the new product, after which he was to return to New York and take the position which he has just assumed. Vivian Moses, who has retired from the Fox employ, has held the position of director of advertising and publicity for the past eight years and was considered a fixture. No announcement has been made by Moses as to his future activities. After remaining at the office through last week, Moses went to his old home in South Carolina to spend the holidays. He is expected back in New York shortly after the first of the year. Patrons Use Fire Exits When Smoke Fills House Although patrons at a large south side theatre were disturbed recently by the appearance of smoke in the auditorium, and some left by the fire escapes, there was no fire in the house, and the ventilating system soon dispelled the smoke. Cigars on Ben Grimm ( Special to the Herald) NEW YORK, Dec. 28. — Ben Grimm is passing the cigars again, this time in honor of Joyce Elaine Grimm, his second child. The beaming father is in Universal’s advertising department and edits the Universal sales weekly. Secretaries Change CSpecial to the Herald) PITTSBURGH, Dec. 28.— Audrey C. Lytell, formerly of the New York Film Board of Trade, is the new secretary for the board here, succeeding Miss Clare Foley, transferred to San Francisco. Protest Sunday Ban (Special to the Herald) WILMETTE, ILL., Dec. 28.— The village board has been petitioned by 600 residents, half of them women, to remove bowling from the list of amusements forbidden here on Sunday. Los Angeles Premiere Is Outstanding Event By RAY MURRAY LOS ANGELES, Dec. 28.— One of the outstanding events in filmdom was the premiere of the new United Artists theatre, between Ninth and Tenth streets on Broadway, Monday night. Hundreds of celebrities attended to do homage to the beautiful palace of motion pictures. The idea of the house was conceived two years ago by Joseph M. Schenck and I. C. Freud, who has been associated with Mr. Schenck in scores of building enterprises. The theatre is the fulfillment of this ideal in presentation of pictures with fine music. The structure is most beautiful both inside and out. It is limit-height with a central tower electrically illuminated. The architecture is SpanishGothic of the Renaissance period. This style has not been used extensively in the I Vest, although it is not a novelty. The architects were Walker and Eison, and C. Howard Crane of Detroit. The capacity is 2,100 seats. The panoramic balchony will seat 890 and the mezzanine loges, something new in California, will hold about 210. The main floor seats 1,000. Elevators serve the balcony and mezzanine. Separate elevators raise and lower the Wurlitzer organ and complete orchestra pit. Beautifully Decorated The theatre is beautifully fitted and decorated. A unique effect has been achieved in the dome, surrounded by an immense circular sunburst. The dome is made of silver-back rough-face mirrored discs, 3,000 of them. There are in addition 1,000 glass pendants, which give a beautiful color effect. The side walls are in travertine and marble with three large perforated fans on each side. The predominating colors are blue and brown. Two immense murals adorn the side walls. These represent various phases of motion picture life. One shows the Motion Picture dispelling Superstition and Ignorance, with bas reliefs, sculptures and portraits of famous members of the United Artists group of stars. Bruce Fowler Manager The theatre required ten months to construct. Carli Elinor was guest conductor on the opening night. Bruce Fowler has been appointed by Harold B. Franklin, president of West Coast Theatres, Inc., to manage the new playhouse. Bob Doman is the press representative for the house. The opening attraction was “My Best Girl,” Mary Pickford’s latest vehicle. Long runs will be the policy. Christmas Night Gives Chicago a New Theatre By JAY M. SHRECK Christmas night brought to Chicago a new theatre, the United Artists, an important link in the chain of key houses which this company of star producers is acquiring and building throughout the country. The twenty-fifth opening was an invitation affair, with the audience representative of Chicago’s eclat. On December 26, the wickets were opened for those who plank down their cash for the little pasteboards. In accordance with the policy of the other “all on the screen” picture houses, such as the Roosevelt and McVickers, the United Artists theatre is opening its doors at 9 a. m., and is not dark until 1 a. m. The formal opening of the house was conservative, but effective. Dr. Hugo Riesenfeld, managing director of the star-producer houses, wielded the baton before an appreciative audience which, in Chicago, has had too little opportunity of observing this maestro’s ivork. He chose for his opening “When Day Is Done,” and it is doubtful whether he could have selected a more appropriate number. As advertised, “A Picture Palace for Picture Patrons,” the United Artists supplies its entire entertainment on the screen, with the pit as an adjunct. There is no stageshow. “The Dove” Is Attraction Norma Talmadge’s “The Dove,” which will be reported on by T. O. Service, was the opening attraction, and in view of this selection Miss Talmadge, on the night of the formal opening, pressed the button which, through an arrangement with Western Union, parted the gorgeous drapes and made United Artists Chicago theatre a reality. A screen feature of the opening week was the “clavilux,” a novelty which transforms into colors on the screen the various moods of the music being played on an organ. Three Screen Novelties During the opening week, the promotion of which was handled by Nellie Revell, the theatre played three screen novelties in addition to the feature attraction. The United Artists is a transformation of the former Apollo, a “legitimate” theatre. This transformation will be the basis of an interesting and instructive story in the next issue of “Better Theatres.”