Exhibitors Herald and Moving Picture World (Oct-Dec 1928)

December 22. 1928 EXHIBITORS HERALD and MOVING PICTURE WORLD 39 Unique Theatre 1$ Operated by Guild; Seats 219 Persons ▼ TNIQUE among local motion picture 1 J houses is the Motion Picture Guild's Little theatre, in Philadelphia, which has been in operation just two months and has already built up an enviable reputation for showing artistic and unusual films. The policy of the Guild is the presentation of films, whether new or old, long or short, foreign or domestic, that have artistic merit or may be of interest to an intelligent and discriminating audience, regardless of box office merit. The Guild is open to all producers of motion pictures, domestic or foreign, regardless of the length of the film, so long as it has a "reason" for being on the screen. This affords the individual who has a new or unsual idea, or who has something worth while in motion pictures, an opportunity to bring it before an appreciative and intelligent audience. * * * The two outstanding impressions gained from a visit to the Little theatre are that cultured people compose the audience, and that intimacy and friendliness pervades the house. The spirit of deference and courtesy shown to patrons is especially noticeable, and there is an air of informality that is most unusual, probably due to the fact that on account of the limited capacity, the management is able to come in personal contact with patrons. One factor which contributes greatly to this unrestrained atmosphere is the serving of coffee and cigarettes in the lounge, which is cozily furnished in warm reds and browns, with luxurious couches and tables provided with the latest magazines. The architecture and decorations are Spanish in type, and the theatre is so well proportioned as to give an impression of spaciousness, in spite of its small size. The simplicity of outline and decoration is at least a change 'from the ornate style so prevalent in modern playhouses. The seating capacity of the Little theatre is 219, with continuous showing from 1 to 11 p. m., and the scale of prices is 50 cents for matinees, and 75 cents for evenings and holidays. * * * Since its opening last October, the theatre has shown "Siegfried," "The Light of Asia," "Secrets of the Soul," "The Cabinet of Dr. Caligari," "Czar Ivan the Terrible," and "Tartuffe," a U F A production based on Moliere's drama, and directed by F. W. Murnau. In addition to the main feature, there is always at least one educational subject, as well as a comedy and a newsreel. At no time does the Little theatre present sound pictures, presentation acts or anything other than silent pictures. A radical departure from the regular policy of the house was the recent showing to a specially selected audience, of the Sovkino production, "Mechanics of the Brain." The admission was $1.50 and the picture was shown fo a capacity audience composed of persons particularly interested in that subject. The success of this film will probably result in a -epetition of these special Sunday night shows. The Philadelphia Little theatre is the fourth ii the Motion Picture Guild's chain, the other hree houses being located in Washington, 3altimore and Detroit. The management is o well pleased with the success of the venture n Philadelphia that the establishment of sevral similar theatres is under contemplation, ioston and Pittsburgh being the two cities .•here Little theatres will next be built. CHANGEABLE OPTAHLE^lfD LETTERS Direct from Factory to Theatre Letters as Shown in These Engravings Are Now Standard Equipment of All Progressive Theatres. They Are Used Extensively in Marquees and Announcement Boards. HI* The letters are mounted in galvanized iron frames in Statuary Bronze finish ready for use. 8-inch Letters and Numerals, complete $0.75 each Periods and Commas, complete _ .29 each Quotation Marks (set of two panels) .66 set Word Plate IN, complete .85 each Word Plate THE, complete 1.05 each Word Plate WITH, complete 1.25 each Spacers 2-inch and 4-inch .15 each Spacers 6-inch 20 each Spacers 1 0-inch .30 each 6-inch, 10-inch and 12 -inch Letters quoted on request Prices FOB. Glendale. Calif. CRYSTALITE PRODUCTS CORPORATION 1708 Standard Ave. Glendale, Calif. Stage Equipment ORCHESTRA and ORQAN CONSOLE ELEVATORS FIRE CURTAIN COUNTERWEIGHT SYSTEM Paramount Theatre BROOKLYN, N. Y. RAPP & RAPP, Architects PETER CLARK INC. 544 West 30th Street, New York Orchestra • Console Stage Lifts Counterweight Systems • Fire Curtains