Exhibitors Herald World (Apr-Jun 1929)

120 BETTER THEATRES SECTION OF April 13, 1929 Loew's New Valencia on Long Island Combining a description of the latest addition to the Loew circuit in Greater New York ivith a discussion of exploitation as applied to theatre openings, making an article that goes beyond the structure to the spirit that makes it pay T HE late Marcus Loew once said, while in a jocular mood at an exhibitor convention, that he did not know how many theatres he owned or controlled. He awoke each morning, he said, to find that his staff had bought this or that chain, or that a new theatre had been opened in some strategic locality. Frankness, tempered by a flair for humor, made the late theatre magnate beloved throughout the motion picture industry, and It is regrettable that he was not to alive to see the opening of his new Valencia theatre in Jamaica, on Long Island. This new link in the world-wide chain of Loew theatres ranks as one of the most outstanding— an atmospheric house designed by John Eberson, Chicago and New York architect, and originator of this treatment in theatre interiors. Spain, gay and colorful under a starlit sky, affords the architectural theme for the interior, although one finds in observing the scheme of design a certain Italian influence which dovetails splendidly into the Spanish motif which predominates. In entering the grand lobby one is impressed by the heavy beam work of the ceiling, which tops walls lined with richly colored pilasters. Leading off the lobby is the grand stairway to the mezzanine. A veined marble has been used in the treads of this stairway, while the risers are of faience tile in effective design. Also rising from the lobby is a winding stair of marble leading to the mezzanine promenade, from the overhung balconies of which one obtains an enchanting view of the grand lobby, with its fountains and vegetation. The auditorium, the general treatment of which is_ not unlike that of other Eberson houses, gives the illusion of sitting in the open under a clear blue sky dotted with sparkling stars. The efi'ect is that of a Spanish patio garden in gay regalia for a moonlit festival. The atrnospheric effect is further stressed by the judicial use of wrought iron, statuary, vines and plants. Although the theatre seats about 4,000 persons, the effect of coziness is not lost, due partially to the atmospheric motif, perhaps, and to the soft coloring of the decorations. The men's room, women's parlor, cosmetic room and check room, all handsomely decorated, are off the mezzanine promenade. The theatre is built of heavily reinforced concrete supported on structural steel. It was erected at a cost of $2,000,000. Pictures and presentation will form the entertainment policy of the theatre, which is managed by William K. Saxton. The stageband is under the direction of Walt Roesner, formerly at the New York Capitol ; the symphony orchestra is being conducted by Don Albert, while at the console of the Robert Morton is John Gart. On week days the admission prices will range from 25 to 60 cents ; on Saturdays, 35 to 65 cents, and on Sundays and holidays, 50 to 65 cents. The opening of the Valencia in January un A chandelier in the foyer, typical of the lighting fixture design. der the supervision of Terry Turner, brings into the discussion one of the most interesting personalities connected with the film theatre, while Turner's methods in opening a new house are worthy of examination. Terry Turner who is manager of advertising and publicity for Loew's, Inc., has opened 42 motion picture houses for Loew's throughout the country. Consequently, by mere virtue of experience, he should know something about the advertising and the various kinds of V)allyhoo that make for a good opening. He does. Stars always featured the opening of a theatre while Marcus Loew was alive. Today the men who control the destinies of motion pictures cannot be so easily persuaded to part with their high salaries attractions even for a short period and for a purpose which will eventually benefit themselves as much as anyone else. So now it occasionally happens, according to Turner, that the advertising for on an opening is obtained through different channels and while not quite so bombastic as that furnished through the stars of the screen, it is none the less effective. Turner opened thValencia in the following manner. His first move, to secure the right sort of a newspaper "break," was to make a deal with a local paper with the largest ABC circulation to sell enough advertising for the